Advertising
Retail Media
Retail media refers to advertising that appears on retailer-owned properties — websites, apps, in-store screens, and off-site extensions. Retail media networks leverage first-party shopping data to offer advertisers highly targeted ad placements close to the point of purchase.
Examples
A snack brand purchases sponsored product placements on Amazon and Walmart.com, appearing at the top of search results for "healthy snacks" where shoppers are ready to buy.
Best Practices
Allocate retail media budget based on where your products sell, optimize product listings before running ads, test sponsored products before display, and measure incrementality over ROAS alone.