Generally speaking, retail media is advertising within retailer shops, sites and apps – usually based on shopping context (categories, search keywords, stores, customer lifecycle), first party purchase data and usually done by brands that directly sell products at the respective retailer. The most common use cases are "Sponsored Products", "Sponsored Search", "Display Banner Ads" or "Native Ads" that a supplier of the retailer can directly book at the retailer.

All big retailers will eventually need Retail Media to stay competitive. It is an additional high-margin revenue stream, that is right at the finger tips of big retailers. The key is to monetize the customer flow while not worsening the shopper experience. Retail Media remains currently the fastest growing segment of digital advertising as brands are eager to advertise as close as possible to the point of sale.

While it might seem complex to start (as you need different systems for ad serving, segmentations, campaign management, self-service user interface, etc.) cloud software solutions like retailmediatools make it very simple to get started. Please contact us at hello@retailmediatools.com, so we can help evaluating your use cases.