Solution

Commerce Media Networks by Capgemini

Unlocking the growth potential of retail media with AI

As screens make their way into stores and onto shelves, a new era of commerce media networks is taking shape. How will your organization capture value from this growing revenue opportunity?

By 2028, commerce media networks are expected to top $220 billion with average margins of 70% for owned channels. But even if the opportunity is large, cashing in can be hard.

Capgemini is an end-to-end partner that helps companies unlock the value of a commerce media network without  the complexity, cost, and operational friction of building everything in‑house. With a wide range of commercial models to fit every organization’s needs and budget and an AI-first approach, we help clients plan, design, execute, and scale sustainable, high-margin media networks.

What we deliver:

61%
reduction in ad operations effort
50%
faster time‑to‑market for RMN launches
24%
increase in digital sales

“As ads become woven into every surface and screen, the winners won’t just be those who sell more impressions, but those who build intelligent commerce media networks that deliver incredible experiences to both customers and partners.”

Neerav Vyas
VP, Customer First, Capgemini

Retail media networks in 2026

AI, agentic scale & the in-store opportunity

AI‑powered commerce media: Shrink the ad lifecycle by 61% with generative and agentic AI

With transaction volumes exceeding terabytes per day and bidding requests requiring sub-millisecond response times, every delay within the commerce media lifecycle is lost revenue.

Our AI-first approach leverages generative and agentic intelligence to help companies transform marketing operations and accelerate processes across the lifecycle, enabling teams to remove the barriers that slow down campaigns and stall growth.

Key services include:

  • AI‑powered Ad Operations (AdOps)
  • AI‑driven audience creation using first‑party data
  • AI-driven yield management
  • AI-powered personalized ad experiences across digital and in‑store channels
  • Advanced analytics and automated performance reporting

Effectively reducing the average ad lifecycle from 4 hours 10 minutes to approximately 1 hour 30 minutes.

What we do: End‑to‑end retail and commerce media network services

Capgemini is an end-to-end transformation partner that supports retailers and other organizations through every stage of their commerce media network journey, from planning and execution to ongoing operations and innovation. We take a flexible and collaborative approach, meeting companies where they are in their CMN program—whether it’s developing an MVP or implementing advanced predictive capabilities.

  1. RMN/CMN Strategy, architecture and alignment
  2. RMN/CMN Platform development
  3. Ad-Tech implementation and integration
  4. Ad Operations, AI, analytics and marketing science

Our flexible retail media commercial models, including fixed price, outcome-based and revenue share, help every organization access the media network opportunity as a publisher, data source, or partner.

Legacy:  Traditional RMN implementation
Payback with limited margin improvement

A low-OpEx, managed-services approach that enables stable, predictable linear growth with limited upfront investment.

Growth: Progressive RMN implementation
Payback with exponential margin improvement

A higher-OpEx, reinvestment-led approach that drives faster margin expansion through continuous optimization to achieve 3X higher margins over 12 months

Discover how AI‑powered commerce media solutions can help you launch faster, optimize ad operations, and unlock high‑margin retail media revenue.

Latest insights

The future of commerce media
Point of view

The future of commerce media
Point of view

Retail media networks as revenue growth engines

Meet our experts

Neerav Vyas

Neerav Vyas

VP, Customer First Data & AI, Capgemini
Neerav Vyas has 17+ years of experience in strategy, innovation, and AI, helping organizations accelerate growth, improve efficiency, and revitalize brands. He is a two-time winner of the Ogilvy Award for Research in Advertising and a two-time finalist for the AiConics AI Innovator of the year. He has led teams that have helped to design, build, and/or run 15 of the world’s largest media/commerce & retail media networks.
Mark Ruston

Mark Ruston

VP, Global Retail Lead, Capgemini
Mark Ruston is Capgemini’s Global Retail Lead with 22+ years in consulting and transformation. He helps Tier 1 retailers and CPGs bridge strategy and execution, driving growth and measurable outcomes. With global experience and deep supply chain expertise, Mark champions AI to boost productivity and reduce waste — positioning operations as a key driver of consumer experience.
Riday Banerji

Riday Banerji

Business Development Executive, Capgemini
Riday is the Business Development Executive Leader in Capgemini’s Consumer Products, Retail, and Services (CPR&S) on the West Coast, responsible for strategy development and industry-specific solutions. He has over six years of experience in leading, designing, and constructing business transformation, digital transformation, technology modernization, and managed-services programs for Fortune 500 clients. Riday specializes in digital commerce, connected marketing, and digital agency services.
Orlando Gutierrez

Orlando Gutierrez

Global Head, Marketing Operations Services, Capgemini
Orlando Gutierrez develops marketing operations strategies and new ways of working for Fortune 500 companies. With expertise spanning marketing transformation, customer experience, eCommerce, contact centers, and digital optimization, he drives innovation across retail, travel, insurance, high tech, and healthcare. Orlando channels passion and drive into building strategies that spark growth and deliver measurable impact.
Manish Agrawal

Manish Agrawal

Sr. Director, Consumer Products and Retail, Capgemini
Manish is a seasoned business and IT consultant with over 18 years of experience driving transformation for global CPG and Retail clients. As a trusted digital transformation partner across Grocery, Health & Beauty, Apparel & Footwear, and FMCG sectors, he specializes in omni-channel commerce, customer experience management, and enterprise digital strategy. Manish has enabled leading organizations to adopt unified-channel retail and deliver global digital programs that streamline operations and create measurable business value.

    FAQs

    What is a Commerce Media Network (CMN)?

    A Commerce Media Network enables retailers, marketplaces, and commerce platforms to monetize their owned digital and physical channels by offering targeted advertising powered by first‑party data, AI‑driven optimization, and closed‑loop measurement.

    Unlike traditional ad networks, retail media networks leverage authenticated shopper data, real‑time transaction signals, and AI‑powered optimization to deliver higher relevance for consumers, stronger ROI for advertisers, and higher margins for retailers.

    Generative and agentic AI reduce the ad lifecycle by automating ad operations, accelerating audience creation, optimizing yield and bidding decisions, and enabling personalized ad experiences across digital and in‑store channels.

    Retailers, marketplaces, brands, and commerce platforms looking to unlock new revenue streams, improve media margins, and monetize first‑party data can benefit from building or scaling a commerce media network.