Executive Summary

Retailers are getting into the digital advertising business at a furious pace. Our first ever US retail media networks benchmark report evaluates digital ad buyers’ perceptions of 11 leading retail media networks—Amazon Ads, Best Buy Ads, Costco Wholesale, eBay Ads, The Home Depot Retail Media+, Instacart Ads, Kroger Precision Marketing, Macy’s Media Network, Roundel (Target), Walmart Connect, and Wayfair Media Solutions—and how they perform along 13 attributes.

3 KEY QUESTIONS THIS REPORT WILL ANSWER 

1. How important are retail media networks’ various capabilities, offerings, and attributes to advertisers?
2. What are advertisers’ perceptions of specific retail media networks’ attributes?
3. How do retail media networks rank according to these attributes?

WHAT’S IN THIS REPORT? An analysis of the most important attributes of retail media networks to digital ad buyers and a ranking of the 11 leading retail media networks.

KEY STAT: Advertisers said traffic scale was the most important attribute in a retail media network with an average of 4.35 on a 5-point scale of importance.