Programmatic and open web
Retail media networks
Advertising sold by retailers on their own sites, apps and partner sites, using their shopper data; Amazon Ads is one example, and many large retailers run their own.
What it is
Brands buy placements near the point of purchase, such as sponsored products in search results, and off-site ads targeted with the retailer's data.
Why it matters
For e-commerceFor brands sold through retailers, it reaches shoppers at the moment of choosing, with sales measured by the retailer.
In practice
Treat each network as its own channel, with its own targets, and compare it with other channels on new customers and margin.
A common mistake
Accepting each retailer's self-reported results without asking what would have sold anyway.
All terms