For several years now the term “retail media” has been buzzing around both retail and media circles. Whether you’re looking for a deeper understanding of the implications and applications of retail media or need a down-and-dirty explainer on what retail media actually is, you’ve landed in the right place.
This special Retail TouchPoints resource hub will be regularly updated with the latest news, stats, trends and developments in retail media. Read on to learn:
What is retail media?
What is a retail media network?
Retail media vs. Commerce media
Why is there so much excitement about retail media?
Why is retail media growing so fast?
Why are so many retailers launching retail media networks?
Top Retail Media Networks
Top Retail Media Service Providers
Types of Retail Media
Onsite vs Off-site Retail Media
The New Arena: In-Store Retail Media
This page was last updated on Feb. 14, 2025
What is retail media?
Retail media is when a retailer offers advertising capabilities and services, similar to what media outlets such as publishers and television networks have done for years.
Retail media ads can offer run the gamut from “on-site” advertising opportunities — such as ads and videos on its own website, app or even in its physical stores (an Amazon Sponsored Product ad is the most basic example of this) — to what is typically referred to as “off-site advertising.” Off site advertising is when a retailer lets advertisers leverage its first party data to reach customers on third-party channels like social media or other websites it doesn’t own (“retargeting” is a common example of this).
Off-site retail media is typically more complex than on-site and is therefore something that only the more mature retail media networks offer at this stage. For more on off-site retail media advertising, skip ahead to this section.
In addition to advertising opportunities, many of the more sophisticated retail media networks also offer services for the brands that advertise with them, which can include data analytics, self-serve advertising platforms, campaign management assistance and more.