Retail media platforms for brands and advertisers

Retail media platforms have reshaped how brands compete for attention and sales at the digital point of purchase. But navigating this landscape requires clarity, not hype. This guide offers practical answers — what these platforms are, how they work, who leads the market, and how to build a strategy that aligns with your business goals. Whether you’re launching a new campaign or reassessing your media mix, this article delivers the insights you need to take control of your retail media investments.

Retail media platforms

Strategic role in digital advertising

Retail media is not just a trend. It’s a core component of any digital strategy that aims to influence consumers at the moment of purchase.

The key advantage lies in the context of the interaction: ads appear directly within the retailer’s environment, while the user is already comparing products and preparing to buy. Every impression has real conversion potential.

First-party data is the engine. Retailers hold high-quality behavioural and transactional data — browsing patterns, past purchases, loyalty engagement. This enables precise audience targeting far beyond standard demographic segments.

Retail media also delivers closed-loop measurement: every ad dollar spent can be directly tied to online or even in-store sales. That’s what makes optimisation and ROI reporting so clear and actionable.

This is why it’s the fastest-growing ad channel. It merges purchase intent, actionable data and proven performance. For brands, it’s the one space where advertising and consumer decision-making fully align.

What retail media platforms really are

Operational logic and key players

Retail media platforms are not just websites with ad slots. They’re sophisticated ecosystems where retailers act as both sellers and media owners.

Three main actors define the model:

• Retailers own the data and digital storefronts.

• Brands seek visibility and conversions.

• Consumers benefit from more relevant, less intrusive advertising.

Retailers like Amazon, Walmart, or Carrefour now operate media divisions, monetising shopper traffic and first-party data. This turns them into hybrid entities — part commerce, part media, part tech.

Data, inventory and adtech layers

Every retail media platform stands on three pillars:

First-party data: This is the backbone. It includes purchase history, site/app behaviour and loyalty insights — far more reliable than third-party cookies.

Ad inventory:

• On-site: sponsored products, search placements, display banners.

• Off-site: ads on third-party sites powered by retailer data.

• In-store: screens, kiosks and digital signage inside physical locations.

Advertising technology (AdTech): Tools for campaign setup, audience segmentation, bidding, creative personalisation and performance measurement. These include DSPs, ad servers and analytics platforms — often built or white-labelled by providers like Criteo or CitrusAd.

This layered model is what allows retail media platforms to deliver not just reach, but performance and relevance at scale.

How retail media differs from traditional advertising

Proximity and intent

Retail media activates users at the moment of purchase. Unlike search or social ads, which target interest or discovery phases, retail media captures attention where buying decisions happen — on the digital shelf.

The result is a shorter path to conversion, where relevance meets intent. Users aren’t browsing for fun. They’re comparing, selecting, or ready to checkout.

Quality of data

Retail media is powered by first-party transactional data, not inferred behaviour. This enables:

• Precision in targeting

• High relevance of messages

• Real-time optimisation based on actual purchase signals

It’s a clear contrast with traditional display or programmatic ads, which rely heavily on third-party cookies or aggregated data segments.

Closed-loop measurement

Retail media links ad exposure directly to sales. This is what makes it so valuable: brands can see not only impressions or clicks, but what was actually bought — online or in-store.

Traditional channels struggle with this. TV, print or even some digital platforms still rely on proxy metrics or delayed attribution. Retail media, by contrast, delivers closed-loop clarity.

Types of retail media platforms and market segmentation

Retail-owned networks

These are proprietary platforms created and operated directly by retailers. Their value lies in exclusive access to shopper data, traffic and purchase behaviour. Examples include Amazon Ads, Walmart Connect or Carrefour Links.

Retailers act as media owners, monetising both their digital and physical properties. These networks are attractive to brands because they offer proximity to purchase and closed-loop reporting — but each one operates with its own formats and logic.

Aggregated and hybrid models

As fragmentation grows, aggregators and white-label AdTech providers are stepping in. They simplify access to multiple RMNs or enable smaller retailers to build their own platforms.

Examples include:

• Criteo Commerce Max: Connects advertisers to a broad set of retail media inventories

• CitrusAd: Offers campaign execution across several retailers from a single interface

• Mirakl Ads: Helps mid-sized marketplaces monetise their audiences

These models reduce operational complexity for brands but introduce another layer of data ownership and value capture.

Emerging non-retail players

Retail media is expanding beyond commerce. Any organisation with transactional data and a captive audience can enter the space.

Banks, telecoms, delivery apps, airlines — all are launching ad networks. Chase Media Solutions and Uber Ads are early examples. They bring new reach and segmentation capabilities, but also intensify competition for budgets.

This evolution broadens what “retail media” means and pushes traditional retailers to differentiate through innovation, scale and data sophistication.

Leading platforms to watch

The retail media landscape is evolving fast, but a few players have already emerged as category-defining platforms. Their scale, data assets and innovation velocity make them key references for any brand or agency building a strategy.

Amazon Ads

Amazon remains the undisputed leader in retail media. Its vast product catalog, deep purchase intent signals, and integration across search, display, video and DSP formats create an end-to-end ecosystem for advertisers.

Its strength lies in first-party data at scale and closed-loop attribution, which allow brands to link spend directly to sales outcomes. It also enables both on-site and off-site campaigns — including CTV via Prime Video.

Walmart Connect

Walmart combines its digital footprint with a massive physical retail presence. It offers full-funnel activation across on-site search, off-site programmatic (via Walmart DSP), and in-store formats like self-checkout screens.

Its omnichannel reach and investment in data infrastructure make it a compelling option — especially in FMCG and mass retail categories.

Carrefour Links and Roundel (Target)

In Europe, Carrefour is positioning itself as a data-driven network focused on loyalty insights and privacy-compliant segmentation. In the US, Target’s Roundel is known for high customer loyalty and premium inventory, including YouTube and CTV placements.

Both show how national retailers can build competitive media ecosystems by leveraging their owned data and shopper trust.

Aggregators like Criteo and CitrusAd

These platforms are not retailers themselves but act as connectors across fragmented retail media networks. They offer brands a single entry point to run campaigns across multiple retail partners — with consistent measurement and buying workflows.

They’re especially relevant for mid-market brands or for geographies where retail media is less consolidated.

Strategic value for brands and retailers

Retail media is not just another line on the media plan. For both brands and retailers, it creates new business models, deeper customer engagement and direct sales impact — all built on actionable data.

Value for brands

For advertisers, retail media unlocks targeting precision and sales attribution rarely achievable in other channels. The ability to activate ads based on actual purchase behavior — not inferred intent — transforms both performance and planning.

▕ A skincare brand used purchase history segmentation to promote a new anti-aging line. Targeting past buyers of moisturizers aged 40+ lifted CVR by 28% and generated 61% new-to-brand sales.

Beyond performance, retail media also supports brand-building at key moments: launches, seasonal pushes or exclusives. And with first-party data now more valuable than ever, aligning with trusted retailers offers a safe and scalable data partnership.

Value for retailers

For retailers, retail media is a new revenue engine with margins often exceeding 70%. It allows them to monetise digital real estate and shopper insights, while deepening relationships with supplier brands.

It also drives loyalty. Well-executed retail media delivers more relevant experiences to shoppers, improving site navigation and purchase decisions.

But more importantly, it transforms the retailer into a media business — a position that attracts co-investment, tech partnerships and long-term strategic value.

What users are searching for

Retail media is complex — and users are actively looking for clarity. From foundational definitions to platform comparisons and measurement strategies, search behaviour reveals a strong demand for actionable answers. Meeting that demand is key to driving visibility and trust.

FAQs and user-driven content opportunities

The most frequent queries fall into five main categories:

Understanding the basics Users often ask “what is retail media?” or “how do retail media platforms work?” Clear, structured content around definitions, components and workflows is essential for organic visibility.

Platform selection and comparison Queries like “best retail media platforms” or “retail media for small businesses” highlight the need for unbiased overviews. Reviews, comparisons and case-based recommendations can capture high-intent traffic.

▕ A Spanish SME searched “retail media for niche products Spain” and clicked on a localized guide comparing RMNs by sector and budget. Dwell time exceeded 5 minutes — and the user bookmarked the resource.

Strategic implementation Marketers want frameworks. Searches for “how to build a retail media strategy” or “retail media KPIs” show intent to plan campaigns. Guides that include objective setting, KPI selection and budgeting get traction.

Challenges and barriers “Is retail media worth it?”, “can small brands compete?”, or “how to measure ROAS in retail media” are common questions. Addressing limitations, costs and accessibility increases credibility and differentiates your content.

Ethics and data privacy Rising concern around “retail media and consumer privacy” or “are retail media ads invasive?” reflects broader trends in digital trust. Content that explains consent, data protection and ethical targeting builds loyalty.

When brands and publishers align their content with these user intentions — not just platform capabilities — they create value beyond impressions. They position themselves as educators and strategic partners.

Current challenges in retail media platforms

Retail media is booming — but growth comes with friction. While investment surges, the operational complexity and ethical demands grow just as fast. Brands entering this space need to navigate a fragmented ecosystem where scale doesn’t always mean simplicity.

Fragmentation and lack of standardisation

With hundreds of retail media networks (RMNs) operating independently, advertisers face a serious problem: incompatibility. Each platform offers different ad formats, measurement tools and reporting frameworks — which makes campaign comparison and optimisation a logistical nightmare.

▕ A CPG brand running ads across six RMNs reported needing separate dashboards, unique creative specs, and custom KPIs for each — doubling their ops workload without improving performance.

This disjointed setup also inflates costs and slows decision-making. Programmatic aggregators help centralise some aspects, but true interoperability is still rare. Without shared standards, even the most data-rich campaigns can’t scale efficiently across platforms.

Efforts like the IAB’s Retail Media Measurement Guidelines are pushing towards consistent metrics (impressions, ROAS, incremental sales), but widespread adoption remains uneven. Until standardisation becomes the norm, retail media’s full potential remains constrained.

Ethical risks and privacy management

Retail media thrives on first-party data — but that asset comes with weighty responsibilities. Unlike third-party cookies, this data is often tied directly to real purchases and identities, making its misuse more personal and more damaging.

The risks include:

• Opaque consent: Users often aren’t fully aware of how their data fuels ad targeting

• Hyper-targeting fatigue: Excessive personalisation can feel invasive, especially when sensitive data is inferred

• Algorithmic bias: Without oversight, models can exclude or discriminate based on zip code, purchase history or demographic traits

▕ A U.S. retailer drew criticism after personalised ads offered discounts only to shoppers in higher-income areas — a result of unmoderated algorithmic bidding logic.

Managing these risks isn’t optional. It’s now a pillar of brand trust. RMNs that offer clear consent mechanisms, granular opt-outs and transparent data use policies gain competitive advantage — not just compliance.

Trends shaping retail media platforms

AI and automation

AI is powering retail media end-to-end: from predictive bidding to audience clustering and creative testing. Platforms like Epinium are embedding automation to reduce manual work and drive data-led decisions across RMNs.

▕ A household goods brand used Epinium’s AI segmentation to cut setup time by 40% and improve ROAS by 21%.

Generative AI is also scaling dynamic creatives — adapting messaging in real time based on audience signals.

Format diversification

Retail media is now full-funnel. Beyond search and display, CTV, shoppable video, and in-store screens allow brands to influence decisions at every touchpoint.

▕ A beverage brand combined CTV and on-site ads to achieve a 4.8x ROAS and 32% new-to-brand sales.

Managing this complexity requires unified analytics. Epinium helps track cross-format performance and uncover which formats actually drive conversions.

Data consolidation and sustainability

The ecosystem is fragmented. Retailers are investing in clean rooms and zero-party data to future-proof targeting and respect privacy. At the same time, sustainable advertising practices — like low-footprint delivery and ethical data use — are becoming differentiators.

▕ A beauty retailer added carbon impact tracking to its ad platform, boosting appeal among ESG-focused brands.

Epinium supports data governance and sustainability tracking — aligning media performance with long-term brand responsibility.

How to craft a successful retail media strategy

Platform choice and audience targeting

Start with alignment: your chosen platform must match your category, target demographics, and activation needs. Use first-party data availability, format range and retailer trust level as selection criteria.

Targeting should go beyond age and interest. Use behavioural signals — like repeat purchase windows or complementary product views — to define granular audience clusters. Tools like Epinium allow real-time refinement based on catalogue performance.

▕ A personal care brand used Epinium to map ASINs to high-LTV audience segments across two RMNs, improving multi-platform CVR by 17%.

Content setup and campaign execution

Every campaign needs a retail-ready foundation: SEO-structured product pages, persuasive visuals and mobile-first A+ content. Synchronise listings with campaign creatives — otherwise you waste clicks on incoherent experiences.

Set clear test cycles. A/B test headlines, visuals and offer formats using tools like Manage Your Experiments. Pair Sponsored Products with upper-funnel formats (e.g. video or display) to amplify brand lift.

▕ A toy brand alternated carousel vs. static images in a two-week A/B test and lifted CTR by 26% — without changing bid strategy.

Budgeting and measurement

Budget allocation should mirror the product lifecycle: go heavier on launches, shift to efficiency modes in maturity, and use fixed or down-only bids near phase-out.

Track incremental sales, not just attributed ones. Combine ROAS, CVR, new-to-brand and share of voice to understand true impact. Platforms like Epinium centralise these KPIs across RMNs, making optimisation scalable.

▕ A supplement seller reallocated 23% of ad budget after Epinium flagged overspend on low-margin SKUs, improving blended ROAS by 19%.

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