The Top 8 Retail Media Networks for Brands

Retail media networks (RMNs) are advertising platforms operated by retailers that allow brands to target consumers through various digital and in-store channels. RMNs are significant because they leverage the retailers' customer data and insights to offer targeted advertising that can lead to measurable returns on ad spend. They are transforming the marketing ecosystem by providing advertisers with the ability to reach consumers more effectively within the retail environment.

To use the self-service tool My Ads by Best Buy Ads, advertisers can create and manage their own campaigns within the Best Buy Ads platform. This tool allows for a more personalized and scientific approach to advertising, utilizing first-party data to target consumers effectively.

Instacart Ads offers off-platform targeting capabilities, which include leveraging search, browsing, and purchase data from shoppers across over 13,000 cities. This data provides advertisers with insights into consumer behavior, enabling them to target audiences with precision and achieve a sales lift when running ads on the platform.

In 2024, CVS Media Exchange (CMX) is adding new features such as transparency and measurement tools through partnerships with Pinterest and LiveRamp. They are also expanding their partner list with premium publishers and introducing new ad formats like sponsored product carousels, custom brand shop pages, and push messaging.

Orange Apron Media, formerly known as Retail Media+, is Home Depot's retail media network. Its unique ad proposition is its focus on the homeowners' category, with a virtual monopoly on this demographic as well as professional contractors. It offers targeted advertising opportunities within its extensive network of retail locations.

In 2024, Walmart Connect is focusing on in-store advertising by enhancing its onsite digital display to be mainly programmatic and auction-based. It is also expanding targeting and measurement capabilities, improving self-serve creative options, and providing support for non-endemic advertisers. Additionally, Walmart Connect is developing in-store sampling and demo opportunities and rolling out recent pilots with TikTok and Roku to advertisers.