{"id":395351,"date":"2024-02-08T06:34:57","date_gmt":"2024-02-08T11:34:57","guid":{"rendered":"https:\/\/www.criteo.com\/?page_id=395351"},"modified":"2026-01-05T09:36:59","modified_gmt":"2026-01-05T14:36:59","slug":"ultimate-guide-to-retail-media","status":"publish","type":"page","link":"https:\/\/www.criteo.com\/ultimate-guide-to-retail-media\/","title":{"rendered":"Ultimate Guide to Retail Media"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":18,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-templates\/pillar.php","meta":{"_acf_changed":false,"footnotes":""},"coauthors":[948],"class_list":["post-395351","page","type-page","status-publish"],"acf":{"track_page_in_segment":false,"segment_page_name":"","use_transparent_header":false,"use_transparent_header_dark_menus":true,"layouts":[{"acf_fc_layout":"hero_pillar","hero_pillar":{"section_customization":{"anchor_id":"","background_type":"solid-color","background_color":{"color":"steel"},"background_gradient":"","background_image":false,"background_image_position":"center-center","background_overlay":"none","use_custom_paddings":true,"custom_padding":{"desktop_top":"160","desktop_bottom":"96","mobile_top":"182","mobile_bottom":"182"},"use_custom_margins":false,"custom_margins":{"desktop_top_margin":"","desktop_bottom_margin":"","mobile_top_margin":"","mobile_bottom_margin":""}},"intro":{"intro":{"show_intro_block":true,"image_as_caption":false,"image":false,"caption":"Retail Media Guide","caption_is_page_title":true,"title":"Empowering brands, agencies, and retailers to sell products.","title_size":"h2","description":"
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Retail Media empowers brands, agencies, and retailers to work better together to sell more products. In this guide, <\/span>you\u2019ll<\/span> discover why now is the moment for retail media.<\/span><\/span><\/p>\n<\/div>\n","description_font_size":"larger"}}}},{"acf_fc_layout":"pillar_content","pillar_content":{"section_customization":{"anchor_id":"","background_type":"solid-color","background_color":{"color":"natural-smoke"},"background_gradient":"","background_image":false,"background_image_position":"center-center","background_overlay":"none","use_custom_paddings":true,"custom_padding":{"desktop_top":"","desktop_bottom":"0","mobile_top":"0","mobile_bottom":"0"},"use_custom_margins":false,"custom_margins":{"desktop_top_margin":"","desktop_bottom_margin":"","mobile_top_margin":"","mobile_bottom_margin":""}},"subsections":[{"subsection_menu_label":"What is Retail Media","layouts":[{"acf_fc_layout":"video","video_url":"https:\/\/fast.wistia.net\/embed\/iframe\/ipsioda8on"},{"acf_fc_layout":"content","content":"

What is retail media?<\/h2>\n

Retail media refers to the ads placed on a retailer\u2019s ecommerce site or app by a brand in order to influence the customer at the point of purchase. This model enables brands to boost their visibility on the \u201cdigital shelf\u201d, similar to an endcap or special in-aisle feature in a physical store.<\/p>\n

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Discover what retail media is<\/a><\/p>\n<\/div>\n"}]},{"subsection_menu_label":"Why is it important?","layouts":[{"acf_fc_layout":"content","content":"

Why is retail media advertising important?<\/h2>\n

Known as the third big wave of digital advertising (behind search and social), retail media gained traction due to the rise of ecommerce and the growing need for secure, brand-safe advertising environments. With consumers purchasing online more than ever, brands are turning to retail media on the open web<\/a> for new ways to reach customers and retailers need ways to offset the cost of operating ecommerce.<\/p>\n"},{"acf_fc_layout":"featured_block","featured_content":"

2\/3<\/span> of online product searches start on retailer sites<\/span><\/p>\n

Retail media a future-proof strategy<\/a> as it helps brands take advantage of retailers\u2019 valuable first-party data as advertisers move toward a post-cookies world. Retailer first-party data is clean, reliable, and enables the kind of personalized advertising that customers will still want, even after third-party cookies go away.<\/p>\n

 <\/p>\n

Retail media is also the basis of its larger cousin, commerce media<\/a>, which is being touted as the fourth wave of digital advertising. Commerce media takes the retail media model and expands it.<\/span><\/p>\n

It includes a broad network of publishers across the open internet, in addition to retailers. And it enables non-retail and non-endemic advertisers, in addition to retail advertisers, to use commerce data and AI to more effectively engage audiences on those publishers and retailers. It also includes a wide range of formats and channels to meet full-funnel objectives, from video and CTV to contextual and sponsored product ads<\/a>.<\/p>\n"}]},{"subsection_menu_label":"Retail media networks","layouts":[{"acf_fc_layout":"content","content":"

The what<\/span><\/p>\n

What are retail media networks?<\/h2>\n

Retail media networks are advertising platforms provided by retailers that enable advertisers to access and leverage first-party data and inventory for engaging with relevant audiences at the point of purchase.<\/p>\n

Among the fastest growing ad-supported digital media channels, retail media networks are intricate to build and require building a proprietary network or working with a technology partner.<\/p>\n

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Learn more about retail media networks<\/a><\/p>\n<\/div>\n

 <\/p>\n

What is the retail media ecosystem?<\/h3>\n

Just like in nature, where different entities must work together in order to maintain balance, the success of retail media requires the collaboration of its participants. The retail media ecosystem<\/a> includes:<\/p>\n