What’s holding Retail Media back from monetizing unidentified shoppers?

I had two insightful conversations last week with retail media leaders — and another is already on the calendar. One thing is clear: retail media is undergoing a seismic shift. 

After years of explosive growth, it's now entering a more strategic, high-impact phase. Retailers are actively seeking new ways to drive repeat business, deepen relevance, and unlock untapped value — particularly by leveraging basket and checkout data in smarter, more meaningful ways.

But across those discussions, one opportunity stood out—one that remains largely underutilized: Monetizing the millions of shoppers who engage daily but remain unidentified, whether in-store or through frictionless guest checkout online.

These are customers who browse, click, even buy — yet never sign up, log in, or share personal data. And here’s the shift in thinking: It’s not identification that matters — it’s attribution and direct access.

That simple insight changes everything.

Retail media networks are starting to see they don’t have to wait for someone to join a program to build a relationship. They can engage instantly — from the very first interaction, with zero friction, no app install, and without ever asking for a name, email, or phone number.

It opens up a whole new audience. Starting with Gen Z — a generation that demands relevance but resists complexity.

And it paves the way for meaningful, high-performance marketing — without ever crossing the line on privacy or trust.

This is the next frontier of retail media, and first movers will gain a decisive competitive edge by unlocking new revenue streams and deeper customer relationships.

Introducing Passcloud : The missing link in retail media monetization

At Passcloud, we empower brands to engage with consumers before they make a purchase or share any personal data. Through seamless interactions—whether via social media ads, display banners, or physical touchpoints—brands can instantly connect with everyday shoppers by adding offers directly to their native wallets (no personal data required or app install).

Retailers and brands will never get closer to a customer than with Passcloud. By instantly powering their offers in the wallet, they create an always-on, direct connection—one that requires no app, no sign-up, and no friction.

Why native wallets will propel retail media to new heights

At Passcloud , we turn the native wallet — Apple Wallet or Google Wallet — into the most powerful marketing channel. Already the most trusted and high-visibility space on a consumer’s device, we make sure offers are always remembered and instantly taken advantage of, both online and in-store.

For retail media networks, this means every interaction becomes an opportunity to build direct relationships and drive repeat purchases—without needing identifiable data.

By embedding dynamic, always-relevant offers into the native wallet, retailers supercharge their monetization potential through personalized, frictionless customer engagement. What better place to power brand offers than the wallet—empowering consumers to take their deals with them anywhere they go, making it impossible to forget?

Seamless, no-code: The fast track to retail media success

Passcloud is a no-code solution, integrating seamlessly across channels and markets. It activates instantly, allowing retail media networks to monetize marketing efforts immediately, without complex setup or technical overhead.

This makes it a game-changer for retailers looking to maximize every customer touchpoint and unlock new revenue streams without friction.

The window of opportunity is now

For brands, the ability to engage with unidentified customers is no longer optional—it’s the next big advantage in retail media.

Networks like Walmart Connect , Roundel (Target), Orange Apron Media The Home Depot , or Kingfisher plc Retail Media already redefining the space. Those who act now will lead the charge.

This is where the real value lies. Retailers who embrace this shift today will dominate tomorrow.

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