Retail Media
Retail media is advertising sold by retailers on their own properties and purchase data, ads at the digital shelf itself.
What retail media is
Retail media is advertising sold by retailers on their own properties and data: sponsored placements in marketplace search, display on retailer sites and apps, and offsite ads targeted with the retailer’s purchase data.
Why retail media matters
Retailers hold what advertisers lost elsewhere: logged-in shoppers, purchase history, and the shelf itself. Ads at the digital shelf reach buyers at the moment of choosing, with closed-loop measurement tying spend to actual sales, which is why retail media has been among advertising’s fastest-growing channels and a major profit line for large retailers.
What retail media includes
- Sponsored products and brands in site and app search
- Onsite display and category placements
- Offsite audiences built from purchase data
- In-store screens joining the network
Frequently asked questions
Why are brands shifting budget to retail media?
Proximity and proof: the ad sits where the buying happens, and conversion is measured against the retailer’s own transactions rather than modeled. For marketplace sellers it’s also defensive: visibility on the shelf is increasingly paid.
Does retail media apply to stores that aren’t marketplaces?
Mostly as buyers, advertising on retail networks where their products sell. Running a network requires traffic worth selling; joining one requires products worth promoting.