What Is a Retail Media Network? A Plain Definition for Retailers | Particular Audience
A retail media network lets brands advertise on a retailer's own site and channels using the retailer's shopper data. How it works and what it needs.
What is a retail media network?
A retail media network is an advertising business run by a retailer. Brands pay to promote their products on the retailer's own website, app and other channels, targeted with the retailer's first-party shopper data. The retailer earns media revenue, brands reach shoppers close to purchase, and results are measured against actual sales in the retailer's store.
What it includes
Onsite formats such as sponsored products, sponsored search and display; offsite audiences on other channels; self-serve or managed buying for brands; and reporting that ties spend to sales.
What a retailer needs
A product catalogue and shopper data, an ad decision engine that ranks ads alongside organic results, tools for brands to buy, and billing and reporting.
Onsite first
Most networks start onsite, where relevance can be controlled and sales measured directly, before adding offsite channels.
How Particular Audience does it
In production
- The Warehouse Group (TWG): 5 weeks from signature to live across The Warehouse and Noel Leeming (+126.1% Sponsored Product CTR (NL + TW))
Frequently asked questions
Is a retail media network only for large retailers?
No. Mid-sized retailers with meaningful traffic and brand suppliers can run onsite media, often starting with sponsored products.
How is it different from trade marketing?
Trade marketing funds in-store and promotional activity; retail media is measurable digital advertising. Budgets increasingly overlap.
Related guides
- What is the difference between onsite and offsite retail media?: Onsite retail media runs on the retailer's own site; offsite uses retailer data to reach shoppers elsewhere. How each works and when to use it.
- How do sponsored products work on a retailer's site?: Sponsored products are brand-funded listings in search and category results. How bidding, relevance ranking and measurement work.
- How to launch a retail media network: Steps to launch onsite retail media: size the opportunity, choose formats, set relevance rules, onboard brands and prove results.