The retail media network (RMN) is what runs behind the scenes to enable that integrated experience. It\u2019s how brands get their products in front of eager customers like me while not wasting too many ad dollars chasing cat owners instead.<\/p>\n If you\u2019re running advertising for a brand, you may have questions about RMNs.<\/p>\n Along with help from a few RMN experts, we\u2019ll work through answers to these questions and more.<\/p>\n Table of Contents<\/p>\n <\/a> <\/p>\n A retail media network is an advertising platform that runs within a store\u2019s website or app. These networks allow other brands to advertise online to customers on sites like Amazon, Target and CVS. <\/p>\n Source<\/a><\/p>\n 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.<\/p>\n <\/a> <\/p>\n What\u2019s so great about RMNs? I asked several RMN experts to share their insights.<\/p>\n Knowing that roughly 41% of ad spend goes to waste<\/a>, marketing teams are under serious financial pressure to perform. They need ads that work<\/em> as efficiently as possible. And they need to tell that tale to executive leadership to stay<\/em> invested in ads.<\/p>\n Greg Brunk<\/a>, 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.<\/p>\n \u201cOne 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,\u201d Brunk said.<\/p>\n \u201cMany 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.\u201d<\/p>\n That said, he also cautions teams to pay close attention to these metrics \u2014 even when deciding on which RMNs to use or keep. \u201cThis level of transparency is critical for optimizing ad spend and proving ROI, yet many brands fail to leverage RMNs to their full measurement potential,\u201d Brunk said. \u201cInstead, they often choose to spend more on all RMNs equally or invest in one network over another based purely on instinct.\u201d<\/p>\n (Psst: Subscribe to Masters in Marketing newsletter for weekly insights from top brands. Plus, for one week only, 100 readers can win our limited Kit!)<\/a><\/span><\/p>\n Consumer attention is fleeting: research shows that you have about eight seconds<\/a> to catch a buyer\u2019s eye and make your case. With such tight time expectations, marketers need every advantage they can get to capture consumer attention.<\/p>\n Paul Brenner<\/a> of In-Store Marketplace <\/span>explains that RMNs offer a special advantage in that department \u2014 especially with digital ad displays running in-store.<\/p>\n \u201cPhysical retail locations offer brands guaranteed consumer attention during purchase decisions \u2014 something digital channels can’t match. While most brands focus heavily on targeting and measurement capabilities, they often overlook the significant profit potential,\u201d said Brenner. \u201cDigital in-store advertising consistently delivers 70-90% margins<\/a>, far outpacing traditional retail’s single-digit returns.\u201d<\/p>\n RMNs bring data and capabilities that enable better targeting and personalization. Personalized ads are table stakes these days.<\/p>\n Consumers expect a personalized experience: Research presented in Content Marketing Institute<\/a> found that 88% of consumers expect personalized recommendations based on history, and 85% expect personalized recommendations.<\/p>\n Your ads need to fit those expectations.<\/p>\n Randy Mercer<\/a>, 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.<\/p>\n \u201cThere\u2018s the e-commerce advantage \u2014 when customers buy your product online, it shows up in their purchase history, which is often where they start their next shopping trip,\u201d said Mercer. \u201cUnlike a physical store where competitors\u2019 products are right there on the shelf, your product stands alone in that history, making repeat purchases more likely.\u201d (Randy)<\/p>\n Pro tip:<\/strong> Detailed media planning<\/a> can help you which benefits matter the most to you and your team. Smart planning helps maximize ad results.<\/p>\n <\/a> <\/p>\n Now that you see what RMNs can do, how do they actually deliver on those benefits?<\/p>\n A RMN\u2019s 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.<\/p>\n That data gives advertisers a finely honed lens to examine their target audience. As you work with the team behind an RMN, you\u2019ll find out what kinds of data they gather and if their audience fits your needs.<\/p>\n Retailers then use their RMNs to sell advertising spots on their website, app, and other digital properties. Third-party brands (that\u2019s 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\u2019re typically working with the retailer\u2019s team on a negotiated contract and bespoke pricing.<\/p>\n Pro tip:<\/strong> As you start this process, use our paid media template<\/a> to track your ad buying and management.<\/p>\n 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<\/a> on creative content, including regulations and restrictions. Any creative you present must meet these guidelines before Amazon puts in on its RMN.<\/p>\n Depending on the RMN, you\u2019ll have access to many channels and content types to cover whatever you need in your campaign. For example, Target\u2019s RMN, Roundel<\/a>, 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.<\/p>\n RMNs use their treasure trove of (proprietary) first-party data to get ads to the right people. You\u2019ll 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.<\/p>\n As you build creative, you\u2019ll also typically get access to personalization options using an RMN\u2019s first-party data. That\u2019s the sweet spot. You\u2019ll be able to reach the right people at the right place and time. Ads are also typically personalized to buyers\u2019 preferences and shopping behavior, helping you optimize your ad performance.<\/p>\n Once all that\u2019s locked in, your ads go out in-network in the best channels and formats. Many RMNs offer real-time ad placement optimization \u2014 now with artificial intelligence and machine learning to optimize faster and at scale. When you\u2019re trying to optimize your marketing and ad spend<\/a>, that\u2019s a big difference maker.<\/p>\n 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<\/a> like:<\/p>\n Platforms might also deliver channel-specific metrics<\/a> 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.<\/p>\n Amazon is just a straight-up juggernaut, reporting more than $56 billion in revenue<\/a> in 2024. All that cash also comes with a hoard of user data that Amazon leverages for ad campaigns.<\/p>\n Amazon Ads<\/a> offers self-service and managed services, depending on your needs, campaign types, and budget. You\u2019ll get access to millions of high-intent shoppers (once you\u2019re on Amazon, you\u2019re probably buying something<\/em>). The company also offers a healthy suite of measurement capabilities, so if you\u2019re in need of driving direct sales, Amazon Ads is a go-to solution.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements<\/strong>: None. In fact, one of Amazon Ads\u2019 biggest selling points is they\u2019ll 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<\/a> added to the media cost.<\/p>\n Another retail behemoth, Walmart, offers a benefit that Amazon can\u2019t touch: physicality. Walmart has over 4,600 stores in the U.S.<\/a>, offering in-store and digital advertising integrations. And, after six decades, they\u2019ve got a ton<\/em> of first-party data at your disposal. You can reach customers at every point in their shopping journeys with Walmart Connect<\/a>.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements:<\/strong> Requirements vary by campaign type. For example, you can launch a sponsored product campaign<\/a> with as little as $100 (or a $50 daily commitment). Onsite displays require no minimum, but Walmart recommends<\/a> 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.<\/p>\n Roundel<\/a> is Target\u2019s RMN, reaching shoppers in-store, online, and on mobile devices. Target has a hefty load of customer data and loyalty insights through Target Circle<\/a>. And Target shoppers tend to be more loyal<\/a> than other big-box retailers.<\/p>\n Roundel can also develop custom creative integrations with TV, video, influencers and more. If you\u2019re seeking to improve your in-store and online conversions, Roundel offers many ways to help.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements<\/strong>: Target is a little less forthcoming about pricing. You\u2019re usually negotiating with the Roundel team to set your campaign scope, which changes your spending requirements. But, don\u2019t be surprised to spend at least $10,000 per month on a campaign.<\/p>\n 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<\/a> that need tech but don\u2019t want to invest in it. These deeper retailer integrations offer interesting opportunities for advertising in the grocery space.<\/p>\n With Instacart Ads<\/a>, you can get real-time, contextually relevant ads placed directly in the user\u2019s shopping experience. With tens of millions of Instacart users, that\u2019s a lot of ways to reach motivated buyers.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements:<\/strong> No minimum spend for Instacart ads. But, expect an Instacart ad campaign<\/a> to need around $300-1,000 per day to achieve success. Reach out to Instacart Ads\u2019 sales team for exact pricing.<\/p>\n Interestingly, the grocery chain Kroger brought its self-service RMN platform fully in-house<\/a> 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.<\/p>\n Campaigns with Kroger tend to convert higher than other retailers, reporting it takes about half as many impressions<\/a> to convert Kroger sellers.<\/p>\n If you\u2019re in the consumer packaged goods (CPG) or grocery sectors, Kroger Precision Marketing<\/a> can give you a lot of traction.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements:<\/strong> You\u2019ll 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<\/a> will carry a $50,000 minimum spend over 4-8 weeks.<\/p>\n Ecommerce ad buyers should not skip eBay Advertising<\/a>. You\u2019ve 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.<\/p>\n eBay\u2019s 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.<\/p>\n Support Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements:<\/strong> Flexible pricing, with self-service available for smaller budgets and managed campaigns requiring higher minimums. With eBay\u2019s self-service option, you\u2019ll select an \u201cad rate<\/a>,\u201d which runs between 2% to 100% of the final sale price. So, the higher the percentage, the more advertising options you\u2019ll receive. eBay collects the final ad rate once your item sells.<\/p>\n Buyers are probably ready to buy if they\u2019re exploring financing options with Klarna, so why not combine it with advertising? Because Klarna has sat between buyers and retailers, they\u2019ve had ample opportunity to collect tons of buyer data<\/a> \u2014 which they\u2019re now offering through Klarna Marketing Solutions.<\/p>\n If you\u2019re selling products that consumers would typically finance with flexible payment options, like electronics or furniture, Klarna\u2019s RMN is one worth having in your toolkit.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements: <\/strong>Klarna does not publish data on minimum spends. You\u2019ll need to contact sales. But, you\u2019re likely looking at tens of thousands of dollars per month. So, I\u2019d only use Klarna\u2019s RMN if I were advertising for a mid- to large-sized brand.<\/p>\n The Home Depot had a busy 2024. The company rebranded its RMN as Orange Apron Media<\/a> and launched a self-service ad option<\/a> later in the year.<\/p>\n Campaigns with Orange Apron Media can extend into digital and in-store advertising, particularly in the home improvement space.<\/p>\n Many high-intent buyers make The Home Depot some valuable advertising space, coupled with the company\u2019s extensive targeting data stores.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements:<\/strong> 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\u2019s part of why the company moved into self-service options<\/a> \u2014 to give smaller vendors opportunities to advertise on limited budgets.<\/p>\n Brands in the health, wellness, and CPG sectors should know CMX<\/a> 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.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements:<\/strong> CVS works with big brands, so it\u2019ll 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<\/a> in partnership with The Trade Desk to expand its footprint with smaller vendors.<\/p>\n Best Buy Ads<\/a> is best suited for consumer electronics brands \u2014 which led to a fascinating partnership. Best Buy and tech review site CNET announced a retail media partnership<\/a> in 2024, including combining ad inventory.<\/p>\n So, if you use Best Buy\u2019s 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.<\/p>\n Supported Campaign Types:<\/strong><\/p>\n Minimum Spend Requirements:<\/strong> Go to the sales team for accurate numbers; there\u2019s not much out there on spending with Best Buy Ads. But, you’re advertising alongside big spenders in the tech space, so I\u2019d say prepare to spend on the higher end for successful campaigns.<\/p>\n <\/a> <\/p>\n 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?<\/p>\n I asked our experts for ideas.<\/p>\n Most retailers offer both physical and digital experiences, which gives advertisers particularly interesting ways to attract consumers\u2019 attention and drive conversions. Brenner sees this as especially valuable for in-store interactions.<\/p>\n \u201cThe most valuable RMN features combine robust first-party data with precise in-store targeting capabilities,\u201d he said. \u201cNetworks 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.\u201d<\/p>\n That data feeds back into the holistic shopping experience, helping you optimize ad spend and customer satisfaction.<\/p>\n \u201cEqually important is the ability to adjust creative content in real-time based on inventory levels and store conditions,\u201d said Brenner. \u201cThese capabilities consistently drive higher campaign performance by connecting with shoppers when they’re most likely to act.\u201d<\/p>\n RMNs offer a wealth of data \u2014 not only about consumers but also about the ads themselves. Brunk thinks many advertisers are missing out on the best info.<\/p>\n \u201cMany brands stop at return on ad spend (ROAS) and impressions but miss d<\/strong>eeper, more actionable insights<\/strong> that can refine future campaigns,\u201d he said. He then shares several examples:<\/p>\n Look beyond the usual metrics, and you can find lots of information to help you advertise more effectively.<\/p>\n 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.<\/p>\n \u201cThe tricky part is connecting your ad spend to actual sales \u2014 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,\u201d he said. \u201cBy integrating retail media strategies with on-package QR codes, we can track that complete consumer journey much better. It\u2018s why we\u2019re putting so much effort into blending these concepts with initiatives like 2D Barcode Sunrise 2027<\/a>.\u201d<\/p>\n Consumers want fast and fun experiences<\/a> when they\u2019re in a store. Consider how your advertising could contribute to that desire.<\/p>\n![\"Access](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/8ba68133-b408-456b-a531-171a91d2b38e.png\")
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What is a retail media network?<\/h2>\n
![\"Flonase](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/03\/Flonase20RMN.jpg\")
<\/p>\nThe Benefits of Retail Media Networks<\/h2>\n
A Clearer Performance Picture<\/h3>\n
Guaranteed Consumer Attention<\/h3>\n
Personalized Benefits<\/h3>\n
How Retail Media Networks Work<\/h2>\n
Gather first-party data.<\/h3>\n
Buy and sell ad space.<\/h3>\n
Produce creative.<\/h3>\n
Target customers.<\/h3>\n
Deploy ads and measure results.<\/h3>\n
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Top Retail Media Networks<\/h2>\n
Amazon Ads<\/h3>\n
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Walmart Connect<\/h3>\n
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Roundel<\/h3>\n
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Instacart Ads<\/h3>\n
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Kroger Precision Marketing<\/h3>\n
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eBay Advertising<\/h3>\n
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Klarna Marketing Solutions<\/h3>\n
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Orange Apron Media (The Home Depot)<\/h3>\n
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CVS Media Exchange (CMX)<\/h3>\n
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Best Buy Ads<\/h3>\n
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Tips for Using Retail Media Networks<\/h2>\n
Take advantage of unique data integrations.<\/h3>\n
Go deeper with success metrics.<\/h3>\n
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Explore novel options like QR codes.<\/h3>\n
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