Retail Media Networks

Introduction to Retail Media Networks

Retail Media Networks (RMNs) represent a fundamental evolution in digital advertising by giving brands direct access to consumers at the precise moment they are ready to buy. Operated by retailers across their owned digital properties—websites, mobile apps, in-store digital displays—and increasingly through third-party partnerships, RMNs leverage rich first-party customer data to deliver personalized, privacy-compliant ads. As third-party cookies phase out and traditional user-acquisition channels lose efficacy, retail media spend is projected to hit $45 billion this year, underscoring the shift toward data-driven, closed-loop measurement.

The Growth of Retail Media

The rapid adoption of RMNs is driven by several forces: rising demand for personalized experiences, tighter privacy regulations, and the growth of mobile and connected TV shopping. As an all-in-one antidetect browser and phone system specifically designed for managing multiple media accounts, GeeLark eliminates common login headaches. It provides a secure environment to test your login settings and offers powerful automation tools that handle the login process for you, saving you valuable time and effort.

Core Characteristics

At their essence, RMNs are retailer-owned ad platforms where brands bid on placements and target audiences using first-party data. Key distinguishing features include:

• First-party data foundation: Purchase history, browsing behavior, and loyalty insights fuel hyper-targeted segments.
• Native commerce integration: Ads blend seamlessly into shopping journeys—search results, product pages, and checkout flows.
• Closed-loop measurement: Direct attribution from an ad impression to sale within the retailer’s ecosystem.
• Omnichannel reach: Campaigns span digital properties, in-store signage, and connected TV.

How RMNs Differ from Traditional Ad Networks

Unlike open ad networks that aggregate publisher inventory, RMNs operate in closed environments. They align media monetization with commerce outcomes, creating a “win-win-win” for retailers (new revenue), brands (qualified traffic), and shoppers (relevant offers), as highlighted in eMarketer’s RMN guide.

1. Leveraging First-Party Data

Retailers collect behavioral signals when shoppers browse, search, or purchase. These signals are processed—often in privacy-safe clean rooms—into audience segments such as “frequent organic buyers,” “cart abandoners,” or “competitive brand shoppers.” Explore the first-party data in retail media networks to maximize targeting precision. For example, Brand X saw a 20 percent uplift in grocery sales within six weeks of a Kroger Precision Marketing pilot, thanks to precisely targeted offers.

2. Diverse Digital Channels

RMNs enable brands to reach audiences across:

• Onsite: Retailer websites and apps, where purchase intent is highest.
• Offsite: Social platforms, display networks, and connected TV for broader awareness.
• In-store: Digital shelf labels, checkout displays, and smart carts at the point-of-decision.

3. Varied Ad Products

Modern RMNs support a rich mix of formats:

• Sponsored products and search ads (pay-per-click listings).
• Display banners and video ads for brand storytelling.
• Email placements for retargeting high-intent shoppers.

4. Business Model Evolution

Retailers view media as a high-margin (70–80 percent) revenue stream that complements core retail operations. Walmart’s advertising arm grew 30 percent year-over-year to $2.7 billion in 2023, illustrating the scale opportunities.

5. Technical Infrastructure Requirements

Building an RMN demands investment in data clean rooms, ad serving platforms, measurement systems, and AI-powered optimization engines. These components ensure privacy compliance, robust targeting, and transparent ROI reporting.

For Retailers

Retailers unlock new, high-margin revenue streams while strengthening vendor partnerships and creating a competitive moat through exclusive first-party data.

For Advertisers

Brands gain access to closed-loop measurement, high-intent audiences, and privacy-compliant targeting—driving up to 50 percent higher conversion rates and improved return on ad spend.

For Consumers

Shoppers receive more relevant offers, seamless ad experiences embedded in their purchase journey, and access to targeted promotions that can translate into real savings.

1. Amazon Advertising

Capturing roughly 75 percent of the RMN market, Amazon offers Sponsored Products, Brands, Displays, and Fire TV ads—plus off-Amazon audience extension.

2. Walmart Connect

Combines in-store digital shelf ads, store-assisted pickup attribution, and partnerships with TikTok, Roku, and Snap for broader reach.

3. Target Roundel

Known for premium brand collaborations (Coca-Cola, Disney), social extensions via Pinterest and Facebook, and deep Gen Z reach.

4. Instacart Ads

A grocery leader delivering 30 percent year-over-year ad revenue growth through promoted product placements.

5. Kroger Precision Marketing

Reaches 84 percent of U.S. households, powered by a Microsoft Advertising partnership and strong CPG adoption.

6. Emerging SaaS Providers

Smaller retailers are launching networks via SaaS platforms—such as GeeLark. You can control cloud phones or create unique browser profiles with distinct digital fingerprints to manage multiple online stores or app bonuses securely, preventing bans.

Retailers navigate GDPR, CCPA, and emerging privacy standards by anonymizing data, employing consent-management platforms, and using secure clean rooms for data collaboration. This ensures brands can leverage customer insights without compromising consumer trust.

Common obstacles include the technical complexity of clean-room setups, integration hurdles for smaller retailers, and potential consumer fatigue from overly aggressive targeting. Best practices involve phased project rollouts, ongoing performance audits, and creative guidelines that balance relevance with respect for the shopper’s experience.

1. Offsite Expansion: Deeper alliances with CTV platforms (e.g., Peacock, Hulu) and social channels (Snapchat, Pinterest).
2. AI-Driven Optimization: Automated bidding, dynamic creative personalization, and real-time audience updates.
3. Retail Media 2.0: More SaaS-based solutions enabling regional and niche retailers to launch networks.
4. In-Store Tech Integration: Smart carts, digital shelf analytics, and augmented-reality ads capturing richer physical retail data.
5. Unified Measurement Standards: Industry-wide metrics replacing individual platform reporting, driving cross-channel transparency as predicted in the next wave of RMN growth.

Key takeaways:

1. RMNs are the third major wave of digital advertising, powered by first-party data.
2. They offer precision targeting and closed-loop measurement as cookies deprecate.
3. Retailers secure high-margin revenue, brands boost ROAS, and shoppers enjoy relevant offers.
4. Emerging SaaS platforms and in-store innovations will broaden the RMN landscape.
5. Privacy compliance and unified measurement are critical for sustained growth.

To start testing your own RMN campaigns today, spin up cloud phones for QA and access a free trial of cloud devices for geo-testing, attribution checks, and multi-account management. Gain confidence in your ad placements and accelerate performance-driven growth.

People Also Ask

What is the largest retail media network?

Amazon Advertising is the largest retail media network. It lets brands buy sponsored products, display ads and video placements across Amazon’s website, app, Fire TV and third-party sites via its DSP. Leveraging purchase history and browsing data from hundreds of millions of shoppers, it consistently leads the space in ad revenue, offering advanced audience targeting, real-time bidding and robust measurement tools for full-funnel campaign optimization.

What does “retail network” mean?

A retail network is the interconnected system of channels a retailer uses to sell goods and services—its brick-and-mortar stores, e-commerce site, mobile app and any third-party marketplaces. These touchpoints share inventory, logistics and customer data, allowing the retailer to manage pricing, promotions and fulfillment consistently and deliver a seamless shopping experience across all outlets.

How many retail media networks are there?

There’s no single tally, but today dozens of retailers worldwide operate dedicated media networks—well over 50 major brands (e.g., Amazon, Walmart, Target, Kroger, Carrefour) have launched RMNs. Beyond these, hundreds of regional grocers, specialty chains and digital-first merchants now offer retail media inventory, making the total count span into the dozens rather than just a handful.

What is Target’s retail media network called?

Target’s retail media network is called Roundel. It was formerly known as Target Media Network.