Frequently Asked Questions

Clear answers to common questions about retail media platforms and how they support retail media networks.

Jump to Category

Definitions How It Works Pricing & Models Data & Measurement Growth & Access Directory

Definitions

What is a retail media platform?

A retail media platform is the technology that underpins and enables retail media networks and their offerings. It is typically focused on owned and operated media channels and provides tools for inventory management, audience targeting, campaign delivery, and measurement.

How is a retail media platform different from a retail media network?

The platform is the technology (the engine). The network is the advertising business operated by a retailer (the commercial product that brands buy into). Many retail media networks run on third-party technology platforms, while some large retailers build their own.

Who uses retail media platforms?

Retailers use the platforms to power their media businesses. Brands and agencies buy media through the retail media networks that those platforms enable. Technology providers also sell the underlying platforms to retailers building or scaling their own networks.

How It Works

How does a retail media platform actually work?

A retail media platform connects the retailer’s inventory, first-party shopper data, and campaign tools. It allows the retailer to offer ad products (such as sponsored products or display), target audiences, deliver campaigns across channels, and measure results against real sales outcomes.

What types of inventory do retail media platforms typically offer?

Common inventory includes on-site placements (search, product pages, category pages), off-site / audience extension, in-store digital screens, app placements, email, and connected TV or video formats, depending on the retailer.

What is the difference between on-site, off-site, and in-store retail media?

  • On-site – Ads that appear on the retailer’s own website or app
  • Off-site – Ads that run on other websites or platforms using the retailer’s audience data
  • In-store – Digital screens, kiosks, and other physical retail media inside stores

How do sponsored products usually work?

Sponsored products are typically paid placements that appear in search results or on product/category pages. Brands bid or pay for visibility next to relevant organic results, using the retailer’s first-party data to reach shoppers who are actively browsing or searching.

How do brands buy retail media?

Brands can typically buy through the retailer’s self-serve platform, via managed service teams, or through agencies that have access to multiple retail media networks. Access models vary by retailer (self-serve, hybrid, or fully managed).

Do all retailers use the same type of retail media platform?

No. Some large retailers build proprietary platforms. Many others use third-party technology platforms (such as CitrusAd, Criteo, Kevel, or others) to power their retail media networks. Hybrid approaches are also common.

Pricing & Commercial Models

What pricing models can retail media platforms support?

Common models include:
  • CPM (cost per thousand impressions)
  • Sponsorship / fixed-fee placements
  • Cost + margin (especially for third-party inventory)
  • ROAS or iROAS-oriented models tied to sales outcomes

Who decides which pricing models brands can buy?

The retail media network decides which pricing models to offer. The underlying platform enables the commercial models, but the retailer (or the operator of the network) chooses what is available to brands.

How do retailers typically earn revenue from retail media?

Retailers earn revenue by selling advertising inventory on their digital and physical properties to brands. This can include on-site sponsored products, display, in-store media, off-site audience extension, and other formats, often with high margins relative to traditional retail operations.

Data & Measurement

What data do retail media platforms typically use?

They primarily use the retailer’s first-party data: purchase history, browsing behaviour, loyalty data, search queries, and other shopper signals collected on the retailer’s own properties.

How do retail media platforms use first-party data?

First-party data is used for audience targeting, personalisation, frequency control, and closed-loop measurement. Because the data comes directly from the retailer, it supports more precise targeting and attribution than many traditional digital channels.

How is success measured in retail media?

Success is often measured through sales lift, ROAS / iROAS, new-to-brand purchasers, incremental sales, and other outcomes tied to actual transactions. This is one of the key advantages of retail media compared with many other digital channels.

What is closed-loop measurement?

Closed-loop measurement connects ad exposure to actual purchase outcomes using the retailer’s own transaction data. It allows brands to see whether campaigns drove real sales rather than relying only on clicks or view-through metrics.

How can Retail Media Networks enable data sharing in a privacy-compliant way?

Common approaches include:
  • Clean rooms for secure multi-party analysis
  • Hashed identifier syncing with platforms such as Google and Meta
  • On-site / first-party activation that keeps data inside the retailer’s environment
  • Aggregated and anonymised reporting
  • Contractual and technical controls (purpose limitation, limited retention, privacy-enhancing technologies)

Growth & Access

Why are retail media platforms growing so quickly?

Growth is driven by strong first-party data, the ability to measure sales outcomes, high shopper intent, and the shift of brand budgets toward channels with clearer attribution. Retailers also see retail media as a high-margin revenue stream.

Is retail media only for large brands?

No. While large brands were early adopters, many retail media networks now offer self-serve options and lower entry points that make the channel accessible to mid-sized and smaller brands as well.

Directory & Submissions

How do I submit a platform or suggest an update?

Use the Submit a Platform form. You can suggest a new retail media platform, network, technology provider, or a study that should be added.

Is Retail Media Platform an independent resource?

Yes. It is an independent educational directory and information resource. It is not affiliated with any specific retail media network or technology vendor.

Useful Resources

A short list of high-signal sources for retail media and commerce media news, research, and data. These are the sites we regularly check when updating this directory.

Research & Data

eMarketer

Market forecasts, US and global retail media spending data

WARC

Commerce media and advertising research, including Future of Commerce Media

Forrester

Global retail media forecasts and analyst reports

Coresight Research

Retail tech and retail media network landscape reports

Industry News & Analysis

AdExchanger

Regular coverage of retail media, commerce media, and ad tech

Digiday

News and analysis on retail media networks and brands

Marketing Dive

Retail media strategy and network developments

Retail TouchPoints

Retailer-focused coverage of media networks and in-store media

Associations & Standards

IAB

US industry guidelines, commerce media research, and standards

IAB Europe

European retail media attitudes and market reports

Directories & Databases

RMIQ Retail Media Database

Independent database of retail media networks and platforms

Retail Media Platform Directory

Our own curated list of platforms and technology providers