Retail Media Networks: The Decisions That Matter
Advertising inside retailer and marketplace platforms, shown to shoppers who are already buying.
Samir Haddad
The key figures
- Closed measurement
- retailers report their own results
- Placement types
- sponsored listings and display placements differ
- Data
- retailers hold purchase data advertisers cannot see directly
- Incrementality
- sponsored listings can capture sales you would have made anyway
Why this is worth getting right
Retail media reaches shoppers at the point of decision, but measurement and inventory sit inside the retailer's walls.
Do this, not that
Do
- Separate branded and non-branded placements in analysis
- Test incrementality where possible
- Negotiate reporting detail upfront
- Align retail media with promotions and stock
- Watch margins after fees
Don’t
- Judging success on retailer-reported attribution alone
- Bidding on your own brand without testing
- Campaigns running while products are out of stock
- Ignoring the margin impact of fees
When to bring in help
Our advice Bring in help when retail media budgets grow.
Where this comes from
- IAB Tech Lab — Retail media
- Google Merchant Center Help — Price and availability
The figures and practices above come from the sources listed.
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Where to go next
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