What Is Retail Media? Definition
Retail media is advertising sold by a retailer on its own properties, such as its website, app and in-store screens. Brands pay to reach shoppers using the retailer’s first-party purchase data.
Why brands use it
Ads reach shoppers close to the moment of purchase, and the retailer can report which ads led to which sales, a setup called closed-loop measurement.
Formats
Sponsored product listings, display and video on retailer sites, off-site ads that use retailer data, and in-store networks.
Watch for
Spend is concentrated in a few large networks, so mid-sized brands often test regional and independent networks. See the retail media tactics guide for grocery and CPG.
Related terms: incrementality, ROAS, paid media.
Related terms