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Cara Pratt, SVP of Kroger Precision Media, is right when she says that 鈥渞别迟补颈濒 media is 尘别诲颈补.鈥� While the fast-rising ad format may draw its unique power from retail鈥攕pecifically the first-party consumer purchase data used for high-octane targeting and closed-loop measurement鈥攊t鈥檚 not a physical product sold on store shelves and shouldn鈥檛 be treated as such.

In-store sales data is a massive opportunity gap. The biggest gap between how retail media networks (RMNs) perform today versus their most desired attributes was with in-store sales data. With nearly 90% of grocery sales still occurring in physical stores, RMNs that deliver seamless omnichannel sales attribution will be well positioned to capture consumer packaged goods (CPG) advertising budgets.

An emerging tension between retailer ads and customer experience (CX) is brewing as consumers grow more attuned to high ad loads online and in stores. Retailers鈥� core competency of delivering exceptional CX is now being pitted against their own retail media 苍别迟飞辞谤办蝉鈥� desire to expand their digital advertising surface area to capture high-margin revenues.

With seemingly everyone jumping onto retail media, it may feel too late or intimidating to grab a piece of the pie. But that鈥檚 not the case, according to Jason Farver, Hy-Vee鈥檚 executive vice president, chief supply chain officer, and president of RedMedia.

What are 2023鈥檚 top retail media networks for CPG brands? From Amazon to Kroger, we share a selection from our in-depth report evaluating ad buyers鈥� perceptions of leading platforms.

Amazon Ads remains the torchbearer for the fast-growing retail media industry. Despite nearly every major retailer launching their own retail media network (RMN) in recent years鈥攚ith several beginning to scale鈥擜mazon鈥檚 No. 1 position will be secure well into the future.

The retail media landscape is vast鈥攁nd growing. Brands can鈥檛 work with every retail media network (RMN), but they should find the right ones for their objectives. That starts with asking the right questions.

Ninety-one percent of US advertisers plan to maintain or increase their investment in retail data in the next few years, according to data from The Trade Desk Intelligence.

Retail media is outpacing non-retail media in growth in US search ad spend. As performance-driven advertisers push closer to the point of sale, companies like Amazon benefit. Here鈥檚 what鈥檚 behind retail media鈥檚 search success.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the current retail media era, the partnerships that make the most sense, and how social media plays a role in this space. Then for "Red-Hot Retail," our analysts give us four spicy predictions about the future of retail media. Join our analyst Sara Lebow as she hosts vice president and analyst Andrew Lipsman and analyst Max Willens.

Retail media has been buoyed by consumer packaged goods companies and grocery brands looking to get their products in front of shoppers closer to the point of purchase. But now, other categories are looking to join the party: nonendemic advertisers.

Kroger Precision Marketing has added Snapchat to its retail media offerings, enabling advertisers to use Kroger鈥檚 first-party data to target consumers with Snap or Story ad campaigns.

eBay recently posted ad revenues of $367 million in Q2 2023鈥攁 growth of 35% YoY鈥攊n its latest earnings. But much of that can be tied to innovation in its ad types, improved measurement capabilities, and expanded third-party ads. eBay鈥檚 market also gives it a retail media opportunity outside of consumer packaged goods (CPG). Let鈥檚 break down what eBay is doing right.

What do you get when you cross a $35 billion ad platform with a 160 million viewer streaming service? A snapshot of Amazon鈥檚 US retail media connected TV (CTV) potential. Luxury brand Movado is leveraging that potential to push video campaigns for Amazon Prime and Freevee viewers.

Amazon鈥攖he largest driver of spending in this channel鈥攈as recently seen modest retail media revenue growth relative to its past performance. As a result, we have revised our retail media forecast down from where it was in H1 2024.

Earlier this year, Best Buy partnered with CNET to expand advertisers鈥� reach among high-intent shoppers. This is a part of a larger trend where retail media networks (RMNs) team up with outside partners to expand their ad capabilities.

Retail media will set the pace for digital advertising growth in the coming years as more retailers invest in monetizing the channel and more advertising options become available to media buyers.

In January, the most interesting retailers capitalized on New Year鈥檚 trends like resolutions, lower-alcohol consumption, and an influx of holiday returns. Poshmark and Sephora introduced new partnerships, while Amazon and Temu increased their own retail media-related offerings. Here are the eight most significant retail developments of January 2024, ranked by their potential market impact.

Building a retail media network (RMN) requires a major investment in time, talent, and money. While the largest retailers have these resources, independent and regional retailers often may not.

Creator-driven content is becoming crucial for retail media networks' advertising offerings. The focus has shifted toward technologies that can scale creator relationships while maintaining performance. Strategic implications: Creator monetization is driving deal activity. Platforms enabling sustainable creator income streams are attracting investment.

Retail media networks deliver 183% higher engagement, but with tradeoffs: Viewability and strategic ad placement are key, says new DoubleVerify report.

Kroger Precision Marketing, Kroger鈥檚 retail media network, has partnered with Yahoo Advertising to enable advertisers using Yahoo鈥檚 DSP to leverage Kroger鈥檚 first-party data to reach a more targeted audience.

In a recent meta analysis, Grocery TV discovered that consumer packaged goods (CPG) brands averaged a 14% increase in incremental sales when advertising through its in-store retail media network.