Myer Holdings (ASX:MYR) launched an in-house retail media product, Myer Media Network, which will leverage data from the Myer One loyalty program and provide advertising opportunities and insights to brand partners, according to a Thursday statement.

The media network will allow brand partners to serve precision-targeted advertising to customers through the retail media platform Mirakl Ads.

It will be led by Myer's new general manager of retail media, Michael Sharlassian.

The media network will drive customer engagement for the Myer Group and its brand partners, the firm's Chief Customer Officer, Amanda McVay, said.