What is Retail Media Network?

What is a Retail Media Network?

A retail media network is an advertising ecosystem where retailers sell ad space on their own digital properties. And the data that powers targeting. To brands that want to reach shoppers at or near the point of purchase.

Amazon Ads was the first major retail media network. Now Walmart Connect, Target Roundel, Kroger Precision Marketing, Instacart Ads, and dozens of others operate their own networks. The key differentiator from traditional display advertising: the ads appear where people are already shopping, and they’re targeted using actual purchase behavior. Not just browsing data.

Retail media ad spend hit $45 billion in the US in 2024, according to eMarketer. It’s the fastest-growing segment of digital advertising, projected to surpass traditional TV ad spend by 2028. The reason is simple: first-party data from real transactions is the most valuable targeting signal in a cookieless world.

Why Does a Retail Media Network Matter?

For advertisers, retail media offers something no other channel can: reaching shoppers with intent data from actual purchases.

• Bottom-funnel targeting. Show ads to people actively browsing a product category; these aren’t awareness impressions. They’re purchase-intent placements
• First-party data. Retailers know what people buy, how often, and what they browse; this data survives cookie deprecation
• Closed-loop measurement. You can directly connect ad spend to purchases because the retailer tracks both the impression and the transaction
• High ROAS. Amazon Sponsored Products average 7-10x ROAS for well-optimized campaigns, far above typical display benchmarks

Every brand selling through major retailers now needs a retail media strategy. It’s no longer optional. It’s where the shoppers are, and it’s where competitors are spending.

How Retail Media Networks Work

Retail media operates on a straightforward model: the retailer becomes the media company.

Inventory

The retailer offers ad placements across their owned properties. Search results pages, product detail pages, category pages, email newsletters, app banners, and increasingly, in-store digital screens. Amazon alone has 30+ ad placement types.

Targeting

Ads are targeted using the retailer’s first-party data: purchase history, browse behavior, search queries, loyalty program data, and demographic information. A baby formula brand can target households that purchased diapers in the last 30 days. That specificity doesn’t exist on Google or Meta.

Measurement

Because the retailer owns both the ad platform and the checkout, they can measure full-funnel performance. You see exactly how many people saw your ad, clicked, and purchased. Including in-store purchases linked to digital ad exposure.

Retail Media Network Examples

Example 1: CPG brand on Amazon. A protein bar company spends $15K/month on Amazon Sponsored Products and Sponsored Brands. Their ads appear when shoppers search “protein bars” and on competitor product pages. Closed-loop reporting shows a 9.2x ROAS with $138K in attributed sales.

Example 2: Grocery brand on Instacart. A condiment brand runs Instacart Ads targeting shoppers who add hamburger buns and ground beef to their cart. The contextual placement (“people also bought”) drives a 4.5x lift in purchase rate vs. untargeted display.

Example 3: Electronics brand on Walmart. A TV manufacturer uses Walmart Connect to run sponsored search ads and display banners during Black Friday. They pair online ads with in-store digital signage in Walmart’s electronics department. Reaching the same shopper across both channels.

AI Tools Landscape

Category	Use Case	Examples	Maturity
Content generation	Writing, images, video	ChatGPT, Claude, Midjourney	Mainstream
Search optimization	GEO, AEO, AI Overviews	Perplexity, Google AI	Emerging
Analytics	Predictive, attribution	GA4, HubSpot AI	Growing
Personalization	Dynamic content, recommendations	Dynamic Yield, Optimizely	Established
Automation	Workflows, campaigns	Zapier AI, HubSpot	Mainstream

Frequently Asked Questions

Do you need to sell through a retailer to use their media network?

Usually, yes. Most retail media networks require that your products are sold on their platform. Some (like Amazon DSP) allow off-platform targeting using retail data, but the core ad placements require a seller relationship.

How does retail media compare to Google Ads?

Retail media reaches shoppers with higher purchase intent. They’re already on a shopping platform. Google Ads captures broader search intent across the entire web. Retail media offers better closed-loop measurement but narrower reach. Most brands run both.

Are retail media networks only for big brands?

No. Amazon and Walmart have self-serve ad platforms accessible to sellers of any size. Minimum budgets start at $1/day on Amazon. The sophistication of targeting and bidding strategies varies, but the platforms are open.

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Sources

• eMarketer: US Retail Media Ad Spending Forecast
• Amazon Ads: Sponsored Products
• Walmart Connect: Advertising Solutions
• IAB: Retail Media Buyer’s Guide