Retail media advertising platforms are self-service tools or ad networks that allow brands to purchase retail media at scale. These platforms manage the placement and types of ads shown on a retailer’s website. Retail media platforms enable brands to connect with consumers at the digital point of sale by serving brand-funded ads on retail websites. Common ad formats include sponsored product ads and commerce display ads. Sponsored product ads are the most widely recognized form of retail media, appearing in search results and product detail pages. These native ads blend seamlessly with the retailer's organic content, appearing in relevant search results and product listings. By using retail media advertising platforms, brands can access real-time insights into product performance, including shopper behavior, purchases, and marketing attribution data. Retailers also use these platforms to control how ads are displayed on their sites and can deliver personalized, consent-based ads without relying on third-party cookies. In addition, retail media platforms enable retailers to generate incremental revenue while maintaining pricing and profit margins by monetizing premium website real estate.
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