Retail Media Platform vs Retail Media Network
A retail media platform is the technology that enables advertising on a retailer’s properties. A retail media network is the advertising business itself - the commercial offering that brands buy into, powered by the retailer’s audiences, data, and inventory. In short: the platform is the engine; the network is the business.
What Is a Retail Media Platform?
A retail media platform is the technology layer that underpins retail media. It typically provides the tools for:
- Managing ad inventory (onsite, offsite, and in-store)
- Audience targeting and segmentation
- Campaign trafficking and delivery
- Measurement and attribution
- Self-serve or managed campaign interfaces
Retail media platforms can be built in-house by large retailers or provided by specialist technology companies. Examples of technology platforms include Criteo, CitrusAd, Kevel, Topsort, and others that power many retailer-owned media businesses.
What Is a Retail Media Network?
A retail media network (RMN) is the advertising business operated by a retailer. It is the commercial product that brands purchase access to.
An RMN typically includes:
- The retailer’s owned media inventory (website, app, email, in-store screens, etc.)
- First-party shopper data
- Campaign products (sponsored products, display, video, CTV, in-store, etc.)
- Measurement capabilities tied to sales outcomes
Well-known examples include Amazon Ads, Walmart Connect, Target Roundel, Instacart Ads, Kroger Precision Marketing, and Loblaw Advance.
Key Differences at a Glance
| Aspect | Retail Media Platform | Retail Media Network |
|---|---|---|
| What it is | Technology / software | Advertising business |
| Who operates it | Tech providers or large retailers | Retailers |
| Primary customer | Retailers (and sometimes brands) | Brands and agencies |
| Core value | Enables media sales and operations | Sells access to shopper audiences and inventory |
| Examples | Criteo, CitrusAd, Kevel, Topsort | Amazon Ads, Walmart Connect, Target Roundel |
Why the Distinction Matters
The terms are often used interchangeably, which creates confusion for brands, agencies, and even retailers themselves.
Understanding the difference helps in three practical ways:
- For brands and agencies – Knowing whether you are buying from a retailer-operated network or evaluating underlying technology changes how you assess capabilities, data, and measurement.
- For retailers – Deciding whether to build, buy, or partner for the technology layer is a strategic choice that shapes speed to market and control.
- For the industry – Clearer language makes it easier to compare offerings and understand the growing ecosystem of both networks and the platforms that power them.
How Platforms and Networks Work Together
Many retail media networks run on third-party technology platforms. Others build their own stack. Some use a hybrid approach.
In practice:
- A large retailer may operate its own retail media network while using an external platform for parts of the ad serving or measurement.
- A technology platform may power dozens of different retailer networks.
- Some companies operate both (selling technology to retailers while also running their own media business).
This is why browsing a directory of both retail media platforms and retail media networks is useful - the two layers are connected but not the same.
You can explore the full organised directory here: Retail Media Platforms Directory.
FAQ
What is a retail media platform?
A retail media platform is the technology that enables retailers to sell and manage advertising on their digital and physical properties.
What is a retail media network?
A retail media network is the advertising business operated by a retailer, offering brands access to its audiences, data, and media inventory.
Are they the same thing?
No. The platform is the technology. The network is the commercial media business.
Can a company be both?
Yes. Some organisations provide technology to retailers and also operate their own media offerings.
Where can I see a list of platforms and networks?
Browse the organised directory on this site: Retail Media Platforms.