How Marketers Can Use Retail Media Networks to Get In Front of Customers [Expert Tips]
I was shopping for dog treats recently. My dog has particular tastes, so I turned to Amazon to find what new treats might delight her.
Amazon collects my browsing data and purchase history (aka, first-party data) and uses it to plan and deliver targeted ads while I’m on the platform. One of these ads led to me a good deal on some rawhide-free chewy rolls, which have now become her favorite.
The retail media network (RMN) is what runs behind the scenes to enable that integrated experience. It’s how brands get their products in front of eager customers like me while not wasting too many ad dollars chasing cat owners instead.
If you’re running advertising for a brand, you may have questions about RMNs.
- How do I get involved in RMNs?
- How much should I spend?
- What returns can I expect?
Along with help from a few RMN experts, we’ll work through answers to these questions and more.
Table of Contents
What is a retail media network?
A retail media network is an advertising platform that runs within a store’s website or app. These networks allow other brands to advertise online to customers on sites like Amazon, Target and CVS.
From the CVS example above, you can see the sponsored tag in the bottom right corner of the Flonase ad. That’s a retail media network ad.
The Benefits of Retail Media Networks
What’s so great about RMNs? I asked several RMN experts to share their insights.
A Clearer Performance Picture
Knowing that roughly 41% of ad spend goes to waste, marketing teams are under serious financial pressure to perform. They need ads that work as efficiently as possible. And they need to tell that tale to executive leadership to stay invested in ads.
Greg Brunk, Head of Product at MetaRouter, notes that RMNs have a unique ability to deliver on performance criteria and help tell the story of your ads to leadership.
“One of the most overlooked advantages of Retail Media Networks (RMNs) is their ability to provide direct, real-time ad performance measurement beyond what traditional ad platforms offer,” Brunk said.
“Many brands still operate in siloed reporting environments, making it difficult to understand the true impact of their media spend, especially across different networks. When properly implemented, RMNs can integrate ad performance data into existing analytics platforms, providing real-time visibility into impressions, clicks, and conversions.”
That said, he also cautions teams to pay close attention to these metrics — even when deciding on which RMNs to use or keep. “This level of transparency is critical for optimizing ad spend and proving ROI, yet many brands fail to leverage RMNs to their full measurement potential,” Brunk said. “Instead, they often choose to spend more on all RMNs equally or invest in one network over another based purely on instinct.”
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Guaranteed Consumer Attention
Consumer attention is fleeting: research shows that you have about eight seconds to catch a buyer’s eye and make your case. With such tight time expectations, marketers need every advantage they can get to capture consumer attention.
Paul Brenner, SVP of Global Retail Media & Partnerships at Vibenomics, explains that RMNs offer a special advantage in that department — especially with digital ad displays running in-store.
“Physical retail locations offer brands guaranteed consumer attention during purchase decisions — something digital channels can’t match. While most brands focus heavily on targeting and measurement capabilities, they often overlook the significant profit potential,” said Brenner. “Digital in-store advertising consistently delivers 70-90% margins, far outpacing traditional retail’s single-digit returns.”
Personalized Benefits
RMNs bring data and capabilities that enable better targeting and personalization. Personalized ads are table stakes these days.
Consumers expect a personalized experience: Research presented in Content Marketing Institute found that 88% of consumers expect personalized recommendations based on history, and 85% expect personalized recommendations.
Your ads need to fit those expectations.
Randy Mercer, Chief Strategy Officer, 1WorldSync shares that RMNs and their ad delivery capabilities can personalize your message to reach people better than many other channels can manage.
“There‘s the e-commerce advantage — when customers buy your product online, it shows up in their purchase history, which is often where they start their next shopping trip,” said Mercer. “Unlike a physical store where competitors’ products are right there on the shelf, your product stands alone in that history, making repeat purchases more likely.” (Randy)
Pro tip: Detailed media planning can help you which benefits matter the most to you and your team. Smart planning helps maximize ad results.
How Retail Media Networks Work
Now that you see what RMNs can do, how do they actually deliver on those benefits?
Gather first-party data.
A RMN’s biggest boon is first-party data. Retailers gather information on their shoppers from things like customer surveys, customer service interactions, loyalty programs, social media, and digital interactions. Basically, anything a customer touches, a retailer tracks.
That data gives advertisers a finely honed lens to examine their target audience. As you work with the team behind an RMN, you’ll find out what kinds of data they gather and if their audience fits your needs.
Buy and sell ad space.
Retailers then use their RMNs to sell advertising spots on their website, app, and other digital properties. Third-party brands (that’s you) buy these ad spaces. More RMNs are adding self-service options to let you build and buy ad space on your own. But, for larger campaigns, you’re typically working with the retailer’s team on a negotiated contract and bespoke pricing.
Pro tip: As you start this process, use our paid media template to track your ad buying and management.
Produce creative.
Each RMN will have its style guidelines and expectations on details like sizes, resolutions, and other requirements for your creative assets. For instance, Amazon Ads has a comprehensive set of guidelines on creative content, including regulations and restrictions. Any creative you present must meet these guidelines before Amazon puts in on its RMN.
Depending on the RMN, you’ll have access to many channels and content types to cover whatever you need in your campaign. For example, Target’s RMN, Roundel, offers access to options including display ads, video, and a curated influencer network. Make sure you can meet the content needs for any platform you choose.
Target customers.
RMNs use their treasure trove of (proprietary) first-party data to get ads to the right people. You’ll work with a self-service platform or team members to define your audience and their needs, then get your content in front of them as efficiently as possible.
As you build creative, you’ll also typically get access to personalization options using an RMN’s first-party data. That’s the sweet spot. You’ll be able to reach the right people at the right place and time. Ads are also typically personalized to buyers’ preferences and shopping behavior, helping you optimize your ad performance.
Deploy ads and measure results.
Once all that’s locked in, your ads go out in-network in the best channels and formats. Many RMNs offer real-time ad placement optimization — now with artificial intelligence and machine learning to optimize faster and at scale. When you’re trying to optimize your marketing and ad spend, that’s a big difference maker.
Like Brunk mentioned, RMNs will also usually share real-time performance data you can use with your team and leadership. Most RMNs will provide the usual performance metrics and KPIs like:
- Impressions
- Ad click growth
- Cost per click (CPC)
- Clickthrough rate (CTR)
- Conversion rate
- Return on ad spend (ROAS)
Platforms might also deliver channel-specific metrics or more modern ones like the Marketing Efficiency Ratio (MER), New to Brand (NTB), or Detail Page View Rate (DPVR). As technology and tools like AI evolve further, expect even more opportunities to collect data and learn for future iterations.
Top Retail Media Networks
Amazon Ads
Amazon is just a straight-up juggernaut, reporting more than $56 billion in revenue in 2024. All that cash also comes with a hoard of user data that Amazon leverages for ad campaigns.
Amazon Ads offers self-service and managed services, depending on your needs, campaign types, and budget. You’ll get access to millions of high-intent shoppers (once you’re on Amazon, you’re probably buying something). The company also offers a healthy suite of measurement capabilities, so if you’re in need of driving direct sales, Amazon Ads is a go-to solution.
Supported Campaign Types:
- Sponsored products
- Sponsored brands
- Sponsored display
- Video ads
- Programmatic options through Amazon DSP
Minimum Spend Requirements: None. In fact, one of Amazon Ads’ biggest selling points is they’ll support campaigns of all budgets. You can start with literally $1. That said, most self-service campaigns will take a few thousand dollars per month to see effective results. Managed services will likely run you into the tens of thousands of dollars per month, typically as a percent-based fee added to the media cost.
Walmart Connect
Another retail behemoth, Walmart, offers a benefit that Amazon can’t touch: physicality. Walmart has over 4,600 stores in the U.S., offering in-store and digital advertising integrations. And, after six decades, they’ve got a ton of first-party data at your disposal. You can reach customers at every point in their shopping journeys with Walmart Connect.
Supported Campaign Types:
- Sponsored products
- Display ads
- Video ads
- In-store digital placements
- Native ads
Minimum Spend Requirements: Requirements vary by campaign type. For example, you can launch a sponsored product campaign with as little as $100 (or a $50 daily commitment). Onsite displays require no minimum, but Walmart recommends committing at least $4,500 per campaign per month to get results. The Walmart Connect team can also provide quotes on services depending on your needs.
Roundel
Roundel is Target’s RMN, reaching shoppers in-store, online, and on mobile devices. Target has a hefty load of customer data and loyalty insights through Target Circle. And Target shoppers tend to be more loyal than other big-box retailers.
Roundel can also develop custom creative integrations with TV, video, influencers and more. If you’re seeking to improve your in-store and online conversions, Roundel offers many ways to help.
Supported Campaign Types:
- Sponsored products
- Display ads
- Video ads
- In-store digital placements
- Custom creative campaigns
Minimum Spend Requirements: Target is a little less forthcoming about pricing. You’re usually negotiating with the Roundel team to set your campaign scope, which changes your spending requirements. But, don’t be surprised to spend at least $10,000 per month on a campaign.
Instacart Ads
When shoppers need a little help getting their grocery list done, they turn to Instacart. And Instacart has played a smart game, integrating its technology with retailers that need tech but don’t want to invest in it. These deeper retailer integrations offer interesting opportunities for advertising in the grocery space.
With Instacart Ads, you can get real-time, contextually relevant ads placed directly in the user’s shopping experience. With tens of millions of Instacart users, that’s a lot of ways to reach motivated buyers.
Supported Campaign Types:
- Sponsored product placements
- Display ads
- Video ads
Minimum Spend Requirements: No minimum spend for Instacart ads. But, expect an Instacart ad campaign to need around $300-1,000 per day to achieve success. Reach out to Instacart Ads’ sales team for exact pricing.
Kroger Precision Marketing
Interestingly, the grocery chain Kroger brought its self-service RMN platform fully in-house in 2023, creating a smooth, one-stop-shop feel to its advertising process. The company has plenty of stores and grocery shopping data to feed smart advertising solutions.
Campaigns with Kroger tend to convert higher than other retailers, reporting it takes about half as many impressions to convert Kroger sellers.
If you’re in the consumer packaged goods (CPG) or grocery sectors, Kroger Precision Marketing can give you a lot of traction.
Supported Campaign Types:
- Sponsored products
- Display ads
- In-store digital placements
- Cross-channel integrated campaigns
Minimum Spend Requirements: You’ll need to ask KPM about these numbers; campaigns are usually advertiser-specific and negotiated directly. But, expect something in the tens of thousands of dollars, depending on your chosen channel. For example, KPM lists that partnering on a Snapchat campaign will carry a $50,000 minimum spend over 4-8 weeks.
eBay Advertising
Ecommerce ad buyers should not skip eBay Advertising. You’ve got a global community of buyers and a deep well of historical and behavioral buying data. The company also boasts some nice dynamic creative tools to help you personalize and retarget your ads.
eBay’s audience offers a lot of diversity, which gives great opportunities for more niche products. Dynamic ads also help you reach, engage, and convert these buyers.
Support Campaign Types:
- Sponsored listings
- Display ads
- Video ads
- Retargeting campaigns
Minimum Spend Requirements: Flexible pricing, with self-service available for smaller budgets and managed campaigns requiring higher minimums. With eBay’s self-service option, you’ll select an “ad rate,” which runs between 2% to 100% of the final sale price. So, the higher the percentage, the more advertising options you’ll receive. eBay collects the final ad rate once your item sells.
Klarna Marketing Solutions
Buyers are probably ready to buy if they’re exploring financing options with Klarna, so why not combine it with advertising? Because Klarna has sat between buyers and retailers, they’ve had ample opportunity to collect tons of buyer data — which they’re now offering through Klarna Marketing Solutions.
If you’re selling products that consumers would typically finance with flexible payment options, like electronics or furniture, Klarna’s RMN is one worth having in your toolkit.
Supported Campaign Types:
- Sponsored placements
- Native ads
- Custom creative campaigns
Minimum Spend Requirements: Klarna does not publish data on minimum spends. You’ll need to contact sales. But, you’re likely looking at tens of thousands of dollars per month. So, I’d only use Klarna’s RMN if I were advertising for a mid- to large-sized brand.
Orange Apron Media (The Home Depot)
The Home Depot had a busy 2024. The company rebranded its RMN as Orange Apron Media and launched a self-service ad option later in the year.
Campaigns with Orange Apron Media can extend into digital and in-store advertising, particularly in the home improvement space.
Many high-intent buyers make The Home Depot some valuable advertising space, coupled with the company’s extensive targeting data stores.
Supported Campaign Types:
- Sponsored product placements
- Display ads
- Video ads
- Interactive in-store experiences
Minimum Spend Requirements: No advertised minimum spend. The Home Depot works with major brands like Kohler and Samsung, so expect managed services to cost a significant sum. That’s part of why the company moved into self-service options — to give smaller vendors opportunities to advertise on limited budgets.
CVS Media Exchange (CMX)
Brands in the health, wellness, and CPG sectors should know CMX intimately. CVS collects extensive health and wellness consumer data, which fuels highly targeted and personalized ad placements. You also have a network of stores where you can merge digital and in-store ad experiences.
Supported Campaign Types:
- Sponsored product placements
- Display ads
- Video ads
- Integrated in-store promotions
Minimum Spend Requirements: CVS works with big brands, so it’ll be a pretty penny to work with them on the managed services front. Like The Home Depot, CVS launched a self-service ad platform in 2024 in partnership with The Trade Desk to expand its footprint with smaller vendors.
Best Buy Ads
Best Buy Ads is best suited for consumer electronics brands — which led to a fascinating partnership. Best Buy and tech review site CNET announced a retail media partnership in 2024, including combining ad inventory.
So, if you use Best Buy’s RMN, you can also get placement on CNET as another traffic source of high-intent buyers. This retailer-publisher combination could lead to interesting new advertising connections down the road.
Supported Campaign Types:
- Sponsored product placements
- Display ads
- Video ads
- Interactive in-store digital displays
Minimum Spend Requirements: Go to the sales team for accurate numbers; there’s not much out there on spending with Best Buy Ads. But, you’re advertising alongside big spenders in the tech space, so I’d say prepare to spend on the higher end for successful campaigns.
Tips for Using Retail Media Networks
As you can see, most marketers will commit serious dollars and time toward RMNs. So, you want the best return for your ad spend. How do you really take advantage of RMNs and get the most out of your experience?
I asked our experts for ideas.
Take advantage of unique data integrations.
Most retailers offer both physical and digital experiences, which gives advertisers particularly interesting ways to attract consumers’ attention and drive conversions. Brenner sees this as especially valuable for in-store interactions.
“The most valuable RMN features combine robust first-party data with precise in-store targeting capabilities,” he said. “Networks that integrate their point-of-sale data with digital displays and audio can serve ads to specific customer segments at exact moments of purchase decisions.”
That data feeds back into the holistic shopping experience, helping you optimize ad spend and customer satisfaction.
“Equally important is the ability to adjust creative content in real-time based on inventory levels and store conditions,” said Brenner. “These capabilities consistently drive higher campaign performance by connecting with shoppers when they’re most likely to act.”
Go deeper with success metrics.
RMNs offer a wealth of data — not only about consumers but also about the ads themselves. Brunk thinks many advertisers are missing out on the best info.
“Many brands stop at return on ad spend (ROAS) and impressions but miss deeper, more actionable insights that can refine future campaigns,” he said. He then shares several examples:
- Offsite attribution – RMNs have the potential to connect ad exposure to in-store purchases or offsite actions (e.g., a consumer seeing an ad on a retailer’s site and then buying in-store). Many businesses fail to track this, missing a key opportunity to measure cross-channel impact.
- Bid efficiency and auction insights – Understanding how ad bids perform across different RMNs can help advertisers optimize spending across networks rather than relying on arbitrary budget allocations.
- Time to conversion – Knowing how long it takes for a consumer to purchase after an ad exposure can help brands optimize retargeting and promotional timing.
- Category share of voice (SOV) – Tracking how often a brand’s ads appear compared to competitors within a specific product category can provide a strategic advantage in category dominance.
Look beyond the usual metrics, and you can find lots of information to help you advertise more effectively.
Explore novel options like QR codes.
Use the digital and physical combination to your advantage by exploring alternate ways to engage. Mercer notes the value that QR codes bring to this process.
“The tricky part is connecting your ad spend to actual sales — if someone buys my product on Walmart.com, how do we know they bought it because of the retail media ad? This is where QR codes get interesting,” he said. “By integrating retail media strategies with on-package QR codes, we can track that complete consumer journey much better. It‘s why we’re putting so much effort into blending these concepts with initiatives like 2D Barcode Sunrise 2027.”
Consumers want fast and fun experiences when they’re in a store. Consider how your advertising could contribute to that desire.
Choosing the Right Retail Media Network
When it comes down to it, I’d say you want an RMN that best fits with your goals, objectives, and audience. As you assess your options, consider questions like:
- How specific of an audience am I looking for?
- What kinds of first-party data do I need?
- Which metrics matter most to me, my team, and leadership?
- How much can I realistically spend on a campaign every month?
- Can I develop high-quality creative content in whatever format works best for the RMN and its consumers?
- Can I get support easily if things go sideways?
- Is the RMN committed to the future with new ideas and partnerships?
Play around with a few options and see what results you can generate with smaller self-service tests. Then, when you’re ready, commit to a larger spend using their managed service capabilities. And give it time for ads to run and return results.
There’s a world of potential within RMNs — and not just for selling dog treats. Put this valuable marketing channel to good use.
