The Top Retail Media Networks Capabilities, Differences, and Best Practices
By Shaun Brown
With So Many Retailer Media Networks, Here Is What You Need To Know About the Top 18 Networks.
Retail media has rapidly grown into a multi-billion-dollar industry, with retail media networsk (RMNs) now commanding a dominant share of digital ad spend. In 2023, U.S. retail media spending reached $45 billion and is projected to exceed $60 billion by 2025, solidifying its role as a key channel for brands looking to reach high-intent shoppers at the point of purchase. In this blog post, we will highlight the top 18 retail media networks, their capabilities, key differences, and best practices for brands looking to optimize their investments.
Retail media has emerged as one of the most significant digital advertising channels, projected to reach $140 billion in global ad spend by 2026 (GroupM). With retailers leveraging their vast troves of first-party shopper data, brands now have an unparalleled opportunity to target consumers at the point of purchase, enhancing both reach and conversion rates.
The advantages of retail media include:
High-Intent Targeting: Unlike traditional display advertising, retail media places brands in front of consumers who are actively shopping, leading to higher conversion rates.
Closed-Loop Attribution: Retailers provide robust reporting that links ad exposure directly to sales, giving brands clear ROI insights.
Omnichannel Opportunities: Many retail media networks bridge the gap between digital and physical retail, creating a seamless experience for consumers.
First-Party Data Advantage: As third-party cookies phase out, retail media networks provide reliable audience targeting based on real purchase behavior.
For any brand looking to scale in today’s competitive landscape, retail media should be a core pillar of their digital advertising strategy. Below, we highlight the top 18 retail media networks, their capabilities, and best practices for success. The ranking order is based on projected revenue each retailer media network will generate in 2025.
1. Amazon Ads
Capabilities: Offers Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP, along with advanced analytics through Amazon Marketing Cloud (AMC). Video, audio, and live shopping ads are also available.
Differences: Amazon controls over 75% of the U.S. retail media market, leveraging industry-leading first-party shopper data and in-depth analytics via AMC.
Best Practices: Use AMC to measure cross-channel impact, invest in DSP for off-Amazon retargeting, and optimize product listings to improve ad conversion rates.
2. Walmart Connect
Capabilities: Provides Sponsored Search, Display, Video, and Off-Site Ads through Walmart DSP powered by The Trade Desk, with advanced audience insights from Walmart Luminate.
Differences: Walmart’s strong in-store presence and dominant grocery segment create unique omnichannel advertising opportunities for CPG brands.
Best Practices: Combine on-site and in-store ads for full-funnel impact, leverage Walmart Luminate for audience insights, and use DSP for off-site brand awareness.
3. Target Roundel
Capabilities: Provides on-site sponsored search and display ads, off-site programmatic advertising, and Connected TV (CTV) ad placements.
Differences: Roundel’s premium brand partnerships and high-income Gen Z/Millennial shopper base make it a unique advertising platform.
Best Practices: Utilize Roundel’s off-site ad opportunities, focus on premium product placements, and leverage CTV ads to engage audiences.
4. Instacart Ads
Capabilities: Features search, display, and in-app promotions, with self-serve and managed ad options enhanced by AI-driven personalization.
Differences: Instacart spans multiple grocery retailers, offering direct connection to last-mile delivery transactions.
Best Practices: Optimize for high-intent keywords in search, use personalized promotions, and A/B test ad placements.
5. eBay Ads
Capabilities: Offers Promoted Listings, Display Ads, and Off-site Advertising with AI-driven placements and seller-specific promotional tools.
Differences: eBay’s marketplace is focused on peer-to-peer and SMB sellers, with lower CPC compared to Amazon.
Best Practices: Optimize Promoted Listings for high-converting keywords, use dynamic pricing strategies, and test eBay’s advanced targeting tools to reach niche audiences.
6. Kroger Precision Marketing (KPM)
Capabilities: Offers search and display ads on Kroger properties, off-site programmatic advertising, and advanced targeting powered by Kroger’s 84.51° data science.
Differences: KPM specializes in grocery and CPG data, benefiting from exclusive loyalty program insights.
Best Practices: Use 84.51° insights for refined targeting, align promotions with in-store activations, and test different ad formats for awareness and conversions.
7. Albertsons Media Collective
Capabilities: Offers Sponsored Search, Display, and Off-site Ads, powered by Albertsons’ loyalty data and partnerships with The Trade Desk.
Differences: Albertsons leverages rich shopper insights from over 30 million active loyalty program members.
Best Practices: Use Albertsons' loyalty data for precision targeting, align ads with seasonal grocery trends, and explore off-site DSP for broader reach.
8. Home Depot Retail Media+
Capabilities: Provides Sponsored Products, Display, and Off-site Ads, along with in-store digital screens for advertising.
Differences: Home Depot specializes in home improvement retail, offering unique audience segments not found on general marketplaces.
Best Practices: Align campaigns with seasonal trends, leverage in-store digital advertising, and use first-party data for precision targeting.
9. Lowe’s One Roof Media
Capabilities: Offers search, display, and off-site ads, integrated with Lowe’s online and in-store shopping experiences.
Differences: Lowe’s caters to a contractor and DIY-heavy customer base, differing from Home Depot in audience segmentation.
Best Practices: Capitalize on seasonal home renovation trends, use cross-category promotions, and leverage in-store digital placements.
10. Best Buy Ads
Capabilities: Includes search, display, video ads, off-site advertising, and Connected TV (CTV) ad integration.
Differences: Best Buy focuses on consumer electronics and offers omnichannel capabilities, including in-store promotions.
Best Practices: Use video ads for high-value electronics, capitalize on peak seasons, and leverage CTV and in-store placements.
11. Walgreens Advertising Group (WAG)
Capabilities: Features search, display, and off-site ads powered by Walgreens Boots Alliance data, targeting healthcare and wellness segments.
Differences: WAG specializes in health and wellness, leveraging prescription and OTC purchase data.
Best Practices: Target health-conscious consumers, align campaigns with seasonal wellness trends, and use loyalty data for personalized offers.
12. CVS Media Exchange (CMX)
Capabilities: Provides Sponsored Search, Display, and Off-site Ads, with data-driven insights from CVS’s ExtraCare loyalty program.
Differences: CMX specializes in health, wellness, and pharmacy products, using first-party data to target high-value healthcare consumers.
Best Practices: Leverage CVS’s health-focused shopper data, align campaigns with wellness and OTC trends, and use off-site ads to drive incremental reach.
13. Macy’s Media Network
Capabilities: Provides Sponsored Display, Video, and Programmatic Ads with targeting based on Macy’s proprietary customer data.
Differences: With 44.4 million active Macy’s Star Rewards members, this network allows brands to tap into affluent shoppers (Macy’s Investor Report).
Best Practices: Utilize personalized display ads to engage loyalty members, align campaigns with major sales events, and leverage premium video placements for storytelling.
14. Sephora Retail Media
Capabilities: Offers Sponsored Search, Display, and Video Ads, with data-driven audience segmentation and influencer integration.
Differences: Sephora’s strong loyalty program provides detailed customer data, allowing for highly targeted beauty product advertising.
Best Practices: Leverage influencer partnerships to enhance brand visibility, target high-value customers using loyalty insights, and use product sampling to increase conversion.
15. Ulta Beauty UB Media
Capabilities: Includes Sponsored Display, Programmatic Video, and Onsite Ads with deep insights into beauty shoppers.
Differences: Ulta has over 42 million Ultamate Rewards members, providing rich data for precision targeting (Ulta Investor Report).
Best Practices: Align ad creatives with trending beauty themes, integrate loyalty-based promotions, and use video ads to showcase product tutorials and applications.
15. Wayfair Media Network
Capabilities: Provides Sponsored Listings, Display Ads, and Programmatic Ad Buying, allowing brands to target home shoppers.
Differences: Wayfair sees 22 million active customers annually, with a focus on furniture and home decor (Wayfair Investor Report).
Best Practices: Optimize product listings for high-intent searches, leverage programmatic display to retarget engaged shoppers, and use data-driven insights to adjust bids based on seasonality.
16. Chewy Media Network
Capabilities: Offers Sponsored Product Ads, Display Ads, and Audience Retargeting, focusing on pet owners.
Differences: With 20 million active customers, Chewy provides a direct connection to pet enthusiasts (Chewy Investor Report).
Best Practices: Use behavioral targeting to reach pet owners by specific pet type, align campaigns with pet-related seasonal needs, and test auto-replenishment campaigns for subscription-based products.
17. Petco Media Network
Capabilities: Provides Sponsored Search, Display Ads, and In-Store Digital Advertising to engage pet shoppers across channels.
Differences: Petco serves millions of customers through its retail locations and eCommerce platform, with a strong emphasis on premium pet care and wellness (Petco Investor Report).
Best Practices: Integrate digital and in-store campaigns for maximum reach, leverage Petco’s first-party data for precise targeting, and focus on high-margin pet wellness and nutrition categories.
18. PetSmart Media Network
Capabilities: Offers Sponsored Ads, Programmatic Display, and Loyalty-Based Targeting through its Treats Rewards program.
Differences: PetSmart boasts a strong omnichannel presence, with 1,650 stores and millions of loyalty program members (PetSmart Corporate Report).
Best Practices: Use loyalty insights to create personalized ad experiences, align promotions with pet adoption and care events, and optimize campaigns for repeat purchases.
Tactical Considerations for Media Activation
To maximize the effectiveness of retail media investments, brands should take into account the following tactical considerations:
1. Bidding Strategies
Test different bidding models such as cost-per-click (CPC), cost-per-impression (CPM), and cost-per-acquisition (CPA) to identify the most efficient approach for each network.
Adjust bids based on seasonality, competitive landscape, and product margins.
Implement automated bidding where available to optimize for performance in real-time.
2. Data Sharing and Integration
Leverage first-party data from retailers to refine targeting and improve audience segmentation.
Share brand-side sales and customer data with retailers (where possible) to improve campaign personalization and measurement.
Ensure proper integration with customer relationship management (CRM) and data management platforms (DMP).
3. Full-Funnel Activation
Balance spend across awareness, consideration, and conversion tactics to drive a holistic customer journey.
Use upper-funnel tactics like programmatic display and video to drive brand discovery.
Retarget engaged audiences with lower-funnel tactics like sponsored search and dynamic display.
4. Ad Tech and Automation
Test and adopt new ad tech solutions such as artificial intelligence (AI)-driven targeting, automated creative optimization, and predictive bidding.
Leverage self-service platforms where available for better control and faster campaign adjustments.
Monitor platform updates to stay ahead of feature enhancements and new capabilities.
5. Varying Levels of Features Across Networks
Recognize that not all retail media networks offer the same capabilities or depth of data.
Adapt strategies based on the strengths and limitations of each platform (e.g., limited data access or targeting options).
Evaluate platform-specific reporting and adjust KPIs to align with available insights.
Retail media networks continue to evolve, offering brands powerful opportunities to reach shoppers with precision and scale. By understanding the strengths of each platform and applying best practices, brands can maximize their retail media investments and drive meaningful results.
Final Thoughts
Retail media networks are now an essential part of any brand’s advertising strategy, offering access to high-intent shoppers with rich first-party data. Amazon still dominates the market, but other retailers are rapidly expanding their capabilities to create differentiated advertising solutions.
For brands looking to maximize success, the best approach is to diversify investments across multiple RMNs based on audience fit, product category, and campaign goals. Combining on-site search ads with off-site programmatic advertising, leveraging retailer insights, and refining audience segmentation can drive stronger performance and higher ROAS.
With retail media spend expected to exceed $100 billion globally by 2027, brands that strategically invest in RMNs now will be well-positioned to capture market share and drive sustained growth.