A customer doing some online shopping

What is a Retail Media Network?

Retail media networks are reshaping how retailers and brands connect with consumers—both online and in-store. By using digital channels and first-party data, retailers can offer brands highly targeted ad placements at key points of the shopper journey. Whether you’re a retailer exploring new revenue streams or a brand looking to reach high-intent audiences, understanding retail media networks is essential in today’s competitive landscape. In this article, we’ll break down what they are, how they work, and why they matter.

Defining a Retail Media Network

A retail media network is a platform owned and operated by retailers that allows third-party brands to purchase advertising space across their digital and in-store channels. These networks use first-party shopper data to deliver targeted advertising that aligns with consumer behavior and preferences. Retail media networks operate across multiple touchpoints, including a retailer’s website, mobile apps, in-store displays, email channels, and even social media partnerships. The concept is akin to in-store promotions but expanded into a sophisticated digital ecosystem, offering brands a “digital shelf” on retailer-owned spaces.

Key Examples of Retail Media Networks

Major retailers like Amazon, Walmart, Target, and Kroger have built their own retail media networks, giving brands access to valuable ad placements and first-party data. These platforms allow advertisers to reach shoppers in real time and gain actionable insights into how, when, and why customers engage with products.

The Benefits of Retail Media Networks

Retail media networks benefit three key stakeholders—retailers, brands, and consumers—making them a unique advertising avenue with clear value propositions.

Benefits for Retailers:

  • New Revenue Streams:Selling ad space creates a new income source, often with higher margins than traditional product sales.
  • Enhanced Shopper Engagement: Integrated ads help keep shoppers engaged, boosting both foot traffic and digital interactions..
  • Data Utilization: Retailers can use their own shopper data to personalize the experience and make their ad space more valuable.

Benefits for Brands:

  • Reach Buyers at the Right Moment: Retail media lets brands connect with shoppers while they’re actively browsing and ready to purchase.
  • Precise Targeting: Brands can use first-party data to tailor ads based on real shopper behavior—not guesswork.
  • Real Attribution and ROI: Retailers can connect ad views to actual purchases, giving brands clear visibility into performance and return on ad spend (ROAS).

Benefits for Consumers:

  • Relevant Advertising: Shoppers see promotions that match their needs—making ads feel helpful, not disruptive.
  • Product Discovery: Retail media often introduces consumers to new brands or products that align with their interests.

How Do Retail Media Networks Work?

Retail media networks work by placing targeted ads across a retailer’s digital and in-store channels. These placements are powered by first-party data and appear at key points along the shopper journey. Here’s how it breaks down:

  • On-Site Ads: Search and display ads that appear directly on a retailer’s website or mobile app. For example, a shopper browsing for coffee beans might see a sponsored placement for a coffee maker.
  • Off-Site Ads: Ads served through retailer partnerships with external platforms like social media or Connected TV (CTV). These placements reach wider audiences while still using first-party shopper data.
  • In-Store Ads: Digital signage, display screens, and interactive kiosks in physical retail locations that deliver real-time dynamic messaging, from promotions to product recommendations.

Retailers use first-party data to build detailed customer profiles. These profiles help advertisers segment audiences and create focused campaigns that drive higher engagement and conversions.

Why Are Retail Media Networks Growing in Significance?

The rapid growth of retail media networks can be attributed to several industry trends and evolving consumer behaviors.

The Decline of Third-Party Cookies

With major browsers like Google Chrome and Safari phasing out third-party cookies, marketers increasingly turn to channels offering first-party data. Retail media networks provide a compliant, effective way to reach well-defined audiences.

The Continued Growth of E-Commerce

As online shopping continues to rise, retail media networks have become even more critical. Retailers now recognize that their websites and apps aren’t just transactional platforms—they’re opportunities for brands to connect with consumers at pivotal moments in their purchasing journeys.

Demand for Measurable ROI 

Retail media networks make it easier to prove campaign performance. By directly tying ad impressions to sales, they offer brands actionable insights that help optimize ad spend, improve targeting, and clearly demonstrate return on investment (ROI).

Why Are Retail Media Networks Growing in Significance?

Retail media networks support a wide range of use cases across retail and e-commerce. Here are a few ways brands and retailers are putting them to work to drive results, both online and in-store.

Spectrio branded endcap with snacks and a digital signage banner

1. Boosting Sales at the Point of Purchase 

Brands can reach customers right when they’re making purchase decisions. Digital screens in grocery aisles, for example, might highlight time-sensitive promotions based on real-time trends or shopper behavior. Website placements can also spotlight seasonal deals or bundles, encouraging quick action and boosting conversion.

2. Enhancing Brand Awareness  

High-visibility placements, like homepage banners or in-app promotions, help brands introduce new products, showcase best-sellers, or promote exclusive launches. These touchpoints increase awareness, drive traffic to key offers, and keep brands top-of-mind throughout the shopping journey.

3. Cross-Selling and Upselling Opportunities 

Retailers can leverage data-driven insights from retail media networks to recommend complementary or premium products at key moments, boosting per-transaction value. For example, if a customer adds a coffee maker to their cart, the platform might suggest coffee beans, filters, or upgraded models. Similarly, in-store digital displays or checkout screens can recommend additional items, creating seamless cross-selling or upselling opportunities that feel relevant and personalized. 

4. Monetizing Digital Assets 

Retailers can turn websites, apps, and in-store screens into revenue generators by offering ad space to brands. Sponsored placements on e-commerce sites and branded content on digital signage let retailers monetize their real estate while also giving brands direct access to high-intent shoppers. 

5. Omni-Channel Integration 

Retail media networks help bridge online and in-store experiences. A retailer’s app might show targeted offers tied to in-store promotions, or an online order might include a personalized coupon redeemable during the next visit. This connected experience builds loyalty and makes every interaction more valuable. 

Whether it’s increasing revenue, improving the shopping journey, or supporting brand growth, retail media networks offer flexible ways to make every channel work harder.

Challenges of Implementing a Retail Media Network 

While retail media networks offer big benefits, setting them up can come with a few hurdles:

Unlock New Revenue with the Screens You Already Have 

Your in-store signage isn’t just for branding—it’s untapped real estate for high-value advertising. RMN Gateway helps you transform a portion of your playlist into a profit center by integrating targeted ads directly into your existing network. Whether it’s national brand campaigns or localized promotions, your screens become a valuable source of recurring revenue.

1. Technological Requirements

Retailers need reliable infrastructure to manage targeting, analytics, and omnichannel delivery at scale. 

2. Complexity for Marketers 

Siloed systems and inconsistent data formats can make campaign planning and reporting harder to manage.

3. Lack of Standardization 

Industry-wide metrics and measurement standards are still evolving, making it difficult to compare performance across platforms. 

The Future of Retail Media Networks 

Retail media is quickly becoming a core part of modern advertising strategies. In the future, we expect to see even more integration between online and in-store experiences, smarter AI-driven targeting, and improved measurement standards for better transparency and optimization. As this space grows, retail media networks are evolving from an experimental add-on into a core revenue driver for many retailers.

How Can Spectrio Help? 

Spectrio helps retailers activate their in-store retail media networks with the tools and support they need to succeed. From digital signage to interactive kiosks, our solutions make it easier to deliver relevant content, highlight promotions, and improve the customer experience across all touchpoints. 

Why Choose Spectrio? 

  • Flexible Platforms: Optimize ad placements across multiple touchpoints. 
  • Actionable Analytics: Access detailed performance data to help optimize campaigns and improve ROI. 
  • Easy Integration: Our tools work with your existing systems for a faster, simpler rollout. 

Retail media networks are no longer optional, they’re a key driver of both engagement and revenue. Whether you’re just getting started or looking to scale, Spectrio is here to help you take the next step.

Get Started with Retail Media

Retail media networks are opening new revenue streams and reshaping how brands connect with shoppers. Whether you’re a retailer looking to monetize your space or a brand aiming to meet customers where it counts, now is the time to act. 

Ready to see what’s possible? 

Book a Free Demo and talk with our team about what Spectrio can do for your space.

Additional Resources: