Building a Retail Media or Shopper Data Business: A Practitioner's Guide to Data Rights, Supplier Terms, Measurement Claims, and Privacy Obligations
By Casey Scott McKay ·
A working guide to standing up, defending, or buying from a retail media network. It opens with the intake that establishes what the client actually has. It then works through the loyalty programme documents that carry the whole structure, the four products a network sells and their differing legal profiles, and the privacy architecture that must exist before launch. Separate sections cover clean room arrangements and derived data ownership, measurement substantiation, the supplier and brand-side negotiations, and the pixel and interception exposure. It closes with a launch readiness list, three worked engagements, and a note on sequencing the work against a launch date.
IP and Technology > Privacy Data Security | Guide | Published 4 November 2025 - Updated 22 December 2025 | Casey Scott McKay - marksy.us
Which side of the table
The first thing to establish is who you act for, because the four participants in this market want incompatible things and the advice inverts completely.
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