Customers are the most valuable asset to any retailer’s business, and access to these people and their shopper data are increasing more in demand by brands. As more retailers and brands have started to realize the opportunity those assets present, we’ve seen a rise in retail media networks (RMNs). There is, however, another player in this relationship, and that’s a brand that doesn’t sell directly through the retailer, but offers complementary products or services. These are known as non-endemic (NE) advertisers. The Merkle team will lead a discussion on the approach that retailers are taking to develop non-endemic offerings how brands can fit this into their media strategy.