What are Retail Media Advertising Platforms? One of the biggest challenges that online retailers and brands face when selling their wares via online marketplaces (like Amazon and Walmart) is making their products stand out from the rest. Showing branded ads either as native ads on search engine results pages (SERPs) or as display ads directly on the online marketplace website allows online sellers to market to shoppers closer to the point of sale. This is where retail media advertising ...
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One of the biggest challenges that online retailers and brands face when selling their wares via online marketplaces (like Amazon and Walmart) is making their products stand out from the rest. Showing branded ads either as native ads on search engine results pages (SERPs) or as display ads directly on the online marketplace website allows online sellers to market to shoppers closer to the point of sale.
This is where retail media advertising platforms come in. These platforms act as self-service ad networks that brands and sellers can use to purchase advertising space. This enables brands and online retailers to buy ad space across various online marketplaces at scale.
Many platforms also offer ad campaign performance measurement tools. These help online sellers track their ad performance to see which ads are the most successful across the different channels they use. Users can track things like the number of clicks, impressions, CPC, CTR, and campaign attribution via these platforms.
Large online retailers, or online marketplaces, can also use retail media platforms to help place ads on their website and track ad performance.
Most retail media advertising platforms will have the following features:
Ability to purchase branded ad space on retail websites
Support for various types of ads including:
Banner advertisements
Native sponsored ads
Display advertising
Personalized ads
Ad reporting dashboard that measures things like campaign attribution, number of clicks & impressions, CPC, CTR
Flexible campaign management
Consent-based or third-party cookie ad targeting
Ability to integrate with third-party systems and ad and retail networks
Most retail media advertising platform vendors do not openly disclose pricing information on their websites. But interested buyers can request a quote directly from the vendor.
