With retail media ad spend rapidly increasing, selecting the right network has become a strategic imperative. From leveraging retailer-specific insights to advanced audience targeting and data transparency, here’s what brands and agencies need to consider to achieve meaningful business outcomes in an increasingly competitive market.
Choosing the right retail media provider is crucial for your advertising strategy. With US omnichannel retail media ad spend projected to hit $54.85 billion in 2024, growing 26% year-over-year, retail media will make up 21.8% of total US media ad spend by 2027. This growth demands that agencies select partners who can drive real business outcomes.
As retail media expands, so does its complexity. It’s no longer just about placing ads but leveraging retailer-specific insights, ad innovation, and personalization. The right provider will offer precision targeting, data transparency, and seamless campaign integration, helping advertisers achieve measurable, data-driven results in an increasingly competitive landscape.
“When choosing a retail media network, we focus on finding a partner that can help us drive meaningful results for our clients,” said Chelsea Monaco, SVP Commerce Media at Digitas. “We look for networks that offer strong audience reach, flexibility in ad formats, and the ability to provide actionable insights. Ultimately, we want a platform that delivers high visibility and supports strategic, data-driven decision-making to maximize impact across the board.”
We’ve worked with some of the top retail media networks on the market to identify the top criteria ad agencies and brands look for when selecting a Retail Media Network (RMN). Here’s what we’ve compiled from those conversations:
- Retailer-Specific Customer Insights: What exclusive insights can you tap into? Retail media networks grant access to valuable first-party data directly from retailers. This data offers a window into detailed customer purchase behaviors and evolving shopping trends, empowering you to make smarter, more informed advertising decisions. By leveraging these insights, you can create highly targeted campaigns that align with real consumer interests and buying patterns, boosting relevance and effectiveness.
- Ad Innovation and Personalization: How advanced is the technology? Seek out networks that provide innovative tools like dynamic ad creatives, personalized offers, and AI-powered product recommendations. These advanced capabilities help ensure your ads are more relevant to individual consumers, driving higher engagement and better overall performance. By harnessing technology to deliver tailored experiences, you can create more impactful, results-driven campaigns.
- Brand Alignment: Does the retail network resonate with your client’s brand? The retailer’s reputation and brand image significantly influence how consumers view your ads. It’s essential to select retail partners that share your client’s brand values and appeal to their target audience, ensuring that your message is consistent and strengthens brand perception.
- Audience Targeting Capabilities: Who are you trying to reach? Make sure the retail media network provides comprehensive targeting tools, including insights into customer demographics, purchase behavior, and browsing patterns. The more refined and accurate the targeting, the greater the chance of connecting with the right audience and driving meaningful results.
- Ad Placement Options: Where will your ads appear? Consider the range of placements offered, such as on product pages, checkout pages, search results, or homepage banners. The relevance of these placements to your target audience’s journey is critical.
- Data Transparency and Reporting: How transparent is the data? Ensure the network provides real-time performance insights with granular reporting on key metrics like impressions, clicks, conversions, and ROAS (Return on Ad Spend). Access to detailed analytics will allow for continuous optimization. Also consider the pricing models (CPM, CPC, CPA) offered by the network. Compare the costs with the expected returns based on the network’s historical performance and your campaign objectives.
- Integration with Other Campaigns: Does it complement your broader strategy? Evaluate how well the retail media network fits your broader digital and omnichannel advertising strategy. The ability to integrate with existing campaigns across channels like social media, search, or programmatic is crucial for holistic marketing.
“Selecting a retail media network is about finding a platform that provides deep customer insights and the flexibility to precisely target the right audience. It’s about finding a solution that offers strong brand alignment and the tools to create impactful, personalized ad experiences,” said Janine Flaccavento, EVP, Vertical Lead at Merkle. “Ultimately, I want a partner that can deliver measurable results and help drive real business growth for our clients.”
The retail media landscape is rapidly transforming, with several key industry trends driving this growth. Retailer-specific customer insights powered by first-party data give advertisers unprecedented access to consumer behaviors and shopping patterns, allowing for highly targeted and relevant campaigns. Additionally, advancements in ad innovation and personalization, such as ad creatives and AI-driven recommendations, are helping advertisers deliver more engaging, tailored experiences that increase consumer interaction.
As retail media networks become more integrated into omnichannel strategies, advertisers focus on networks offering advanced audience targeting capabilities, real-time data transparency, and seamless integration with other marketing channels. These trends are forcing advertisers to rethink their approach, demanding more strategic partnerships that align with the evolving digital ecosystem and consumer expectations.