What is retail media?
Advertising space that retailers offer to brands to reach customers at the point of purchase intent, on the retailer's own platform.
More details
Retail media networks are offered by Amazon, Bol.com, Coolblue and Albert Heijn. Brands advertise through sponsored products and banners in search results. The unique value: the audience is in buying mode and the retailer holds first-party transaction data for precise targeting. Retail media is one of the fastest-growing advertising categories.
For example…
Heinz advertises through Amazon Advertising on search terms such as 'ketchup'. Sponsored product placements raise the conversion rate by an average of 40% compared with organic placements for the same product, thanks to greater visibility at the moment of purchase.
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