5 Things Brands Need to Know About Finding the Right Retail Media Network

It’s not as simple as allocating big budgets to big retailers

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Media networks are yet another retail trend we can trace back to Amazon.

The ecommerce giant launched its own version nearly a decade ago and has since brought in billions in incremental advertising revenue, spurring other retailers to jump on the proverbial bandwagon. The option only became more appealing as the death of third-party cookies loomed and consumers shifted to ecommerce during the pandemic.

Now, brands have more options than ever before to reach consumers at not only Amazon, Walmart and Target, but also smaller, more specialized retailers like CVS, Walgreens and Family Dollar, along with Home Depot, Best Buy, Ulta and Instacart, to name a few.

Elizabeth Marsten, senior director of strategic marketplace services at performance marketing agency Tinuiti, conceded that because there are so many media networks to choose from now, it can be hard for brands to figure out the right one to use—but it’s not impossible.



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