Retail Media Networks: The Complete Advertiser's Guide for 2025
Master retail media advertising on Amazon, Walmart, and Target. Learn strategies for RMN success with first-party data, in-store media, and cross-channel measurement.
Key Takeaways
- What Are Retail Media Networks?
- 2025 Market Overview
- Major RMN Platforms Compared
- RMN Advertising Strategies
73%
More Accurate Data
3x
Better ROAS
40%
Lower CPA
24/7
AI Optimization
What Are Retail Media Networks?
The CPG brand was spending $2M/month on Meta and Google with a 2.5x blended ROAS. Attribution was murky—privacy changes made it hard to connect ads to sales. Then they shifted 30% of budget to Amazon Advertising and Walmart Connect. The difference: closed-loop attribution showing exactly which impressions drove which purchases. Results: 4.2x ROAS on retail media, 15% incremental sales lift verified through holdout tests, and—most importantly—data they could actually trust. Retail media isn't just a new channel; it's a new standard for measurement.
Retail media networks have transformed from a niche advertising channel to one of the fastest-growing segments in digital advertising. RMNs allow brands to advertise directly where consumers shop—on retailer websites, apps, and increasingly, in physical stores. As privacy regulations eliminate third-party signals and attribution becomes more complex, retail media offers what social and search struggle to provide: closed-loop measurement from impression to purchase.
Retail media networks achieve 3-5x ROAS with closed-loop attribution—reaching high-intent shoppers at the digital point of sale.The Third Wave: "Search was the first wave of digital—capturing demand. Social was the second—creating demand. Retail media is the third—converting demand. You're advertising in the store, to people already shopping. The intent signals aren't inferred; they're demonstrated."
Retail Media Maturity
| Dimension | Beginner | Intermediate | Advanced |
|---|---|---|---|
| Platforms | Amazon only | 2-3 RMNs | Full portfolio |
| Strategy | Sponsored products | Full-funnel | Omnichannel |
| Measurement | Platform ROAS | Cross-platform | Incrementality |
| Creative | Generic | Retailer-specific | Dynamic catalog |
| Typical ROAS | 2-3x | 3-5x | 5-8x |
Retail Media Networks Budget Split
Recommended split for optimal growth testing.
2025 Market Overview
The retail media market is experiencing explosive growth:
| Year | US RMN Spend | YoY Growth |
|---|---|---|
| 2024 | $48.5B | 24% |
| 2025 | $58.8B | 21% |
| 2026 | $69.3B | 18% |
- Global digital retail ad spending: $166 billion
- RMN growth rate: 20% YoY (5x faster than overall ad market)
- Over 80% of top 100 US retailers now operate ad networks
Pro Tip
This section contains advanced strategies that can significantly improve your results. Make sure to implement them step by step.
Major RMN Platforms Compared
Amazon Advertising (Market Leader)
Amazon dominates with 75% of US RMN ad spend and generated $56.2 billion in advertising revenue in 2024.
Performance Benchmarks:- Average CPC: $0.89
- Conversion Rate: 9.55%
- ACoS: 15-30%
- ROAS: 3-7x
Walmart Connect (Fastest Growing)
Walmart's 27% YoY ad growth makes it Amazon's most credible challenger.
Competitive Advantages:- Lowest CPCs: Average $0.84
- Omnichannel Reach: 90% of US population within 10 miles
- CTV Partnerships: Paramount, NBCUniversal, Roku
Target Roundel
Target's premium-focused network generated $649 million in 2025 revenue.
Unique Value:- Target Circle Integration with 100 million loyalty members
- Premium demographics and higher household income shoppers
Retail Media Networks Scaling Roadmap
Step-by-step process for scaling winners.
Test
Validate creative
Learn
Analyze metrics
Optimize
Cut losers
Scale
Increase budget
RMN Advertising Strategies
Full-Funnel RMN Approach
| Funnel Stage | RMN Tactic | KPI |
|---|---|---|
| Awareness | DSP Display, CTV | Reach |
| Consideration | Sponsored Display | CTR |
| Conversion | Sponsored Products | ROAS |
| Loyalty | Subscribe & Save | Repeat Rate |
Seasonal Surge Planning
| Season | Strategy | Budget Multiplier |
|---|---|---|
| Q1 (Jan-Mar) | New Year resolutions | 0.8x |
| Q2 (Apr-Jun) | Spring cleaning | 1.0x |
| Q3 (Jul-Sep) | Back-to-school, Prime Day | 1.5x |
| Q4 (Oct-Dec) | Holiday, BFCM | 2.5-3x |
The businesses that succeed are those that embrace data-driven decision making and continuous optimization.
Measurement & Attribution
Closed-Loop Attribution Advantage
Unlike social or display advertising, RMNs offer direct purchase attribution—you can see exactly which ad impressions led to which purchases.
Key Metrics by Platform:| Metric | Amazon | Walmart | Target |
|---|---|---|---|
| Attribution Window | 14-day | 14-day | 30-day |
| View-Through | 1-day | 1-day | 7-day |
| Offline Sales | Limited | Strong | Strong |
Full Funnel Impact
Conversion rates at different funnel stages.
Conclusion
2025 Trends Reshaping Retail Media
| Trend | What's Changing | Strategic Response |
|---|---|---|
| Offsite Expansion | RMNs reaching beyond retailer sites | Allocate budget to DSP + onsite mix |
| In-Store Digital | Digital screens in physical stores | Test omnichannel campaigns |
| Data Clean Rooms | Privacy-safe matching emerging | Explore first-party data partnerships |
| Self-Serve Platforms | Lower minimums, more access | Test new RMNs at smaller budgets |
| CTV Integration | Streaming inventory through RMNs | Add CTV to retail media strategy |
Your Retail Media Mastery Roadmap
90-Day Implementation Framework:Top retail media advertisers achieve 4-5x ROAS with closed-loop attribution. Track performance across all RMNs with AdsMAA's unified analytics. One dashboard for Amazon, Walmart, Target, and beyond.The Measurement Advantage: "Retail media isn't just another channel—it's the channel that makes all your other channels more measurable. When you see exactly how ads drive purchases, you calibrate your entire media mix more accurately."
Frequently Asked Questions
What is a retail media network?
A retail media network (RMN) is an advertising platform operated by a retailer that allows brands to buy advertising space across the retailer's digital properties, including websites, apps, and in-store displays. RMNs leverage first-party shopper data for precise targeting.
Why are retail media networks growing so fast?
RMNs are growing rapidly because they offer advertisers access to valuable first-party purchase data in a privacy-compliant way. With third-party cookies deprecating and privacy regulations tightening, RMN first-party data becomes increasingly valuable for targeting and measurement.
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