Retail media and first-party data: The future of advertising channels in brick-and-mortar retail

Third-party cookies are becoming less important, data protection regulations are increasing – making first-party data all the more important. This information, which is collected directly from customers, enables retailers to better understand their target groups and develop tailored offers.  

“First-party data is essential for retailers to be able to exploit the potential of retail media,” explains Lea Frank, Co-Founder & CEO of anybill. "This allows them to target their marketing campaigns even more precisely and evaluate them immediately. The digital receipt creates the perfect bridge between purchasing and targeted customer contact.

The digital receipt offers far more than sustainability by saving paper. It creates a direct link between stationary shopping and digital marketing channels. Figures prove the potential: more than 600 retailers and over 80 software partners are already using anybill's technology to issue digital receipts directly at the point of sale, reach customers in a more targeted manner and optimize their interactions. 

One example is GLOBUS Markthallen: After integrating the digital receipts into their own app, app downloads increased by 20%, while the number of daily active users rose by 60%. This shows that customers actively use digital solutions if they offer real added value.

Retail media is no longer just an e-commerce topic. Targeted advertising placement in retail based on first-party data opens up new sales potential. According to a study, 47% of internet users research products online before making a purchase – an opportunity for retailers to dovetail digital and brick-and-mortar experiences.

Retail media is much more than a short-term trend – it is a key driver for the future of retail. Retailers who make targeted use of first-party data and adapt their marketing strategies will increase their sales as a result. The cooperation between retailmediatools and anybill is an example of how digital technologies and data-based strategies can be successfully combined. With the increasing shift of advertising budgets to the retail sector and the growing importance of first-party data, new opportunities are opening up for retailers to interact with their customers in a more targeted manner. One thing is certain: retail media and first-party data are key elements of a future-proof retail strategy.

Sources: EuroCIS 2025; anybill