Insights · Guide
Retail Media Explained: Amazon, Noon & Walmart
Retail media lets brands advertise where people already shop, using the retailer's purchase data. It's one of the fastest-growing channels — and increasingly essential to defend your shelf.
Retail media lets brands advertise where people already shop, using the retailer's purchase data. It's one of the fastest-growing channels — and increasingly essential to defend your shelf.
What retail media is
Retail media is advertising sold by retailers and marketplaces — Amazon, Walmart, Noon and others — on their own sites and apps, or off-site using their shopper data. It reaches customers at the moment of purchase, using first-party purchase behavior.
The big networks
- Amazon Ads — Sponsored Products, Brands, Display and DSP
- Noon — the leading marketplace for the UAE and Saudi Arabia
- Walmart Connect — for US retail brands
- Plus a fast-growing list of category-specific networks
On-site vs off-site
On-site ads capture shoppers already browsing the retailer. Off-site uses the retailer data to reach the same shoppers across the open web and social. Together they defend your digital shelf and pull new demand toward it.
Measuring the right way
Judge retail media on TACOS — total advertising cost of sale — not just ad-attributed ACOS. The goal is growing total sales and organic rank, not only the revenue the ad platform claims.
Reads next
Ready to put your media in sync
Get a free audit of your tracking, account structure, wasted spend and cross-channel budget allocation — with specific fixes you can act on even if we never work together.
- You own your ad accounts, data and creative — always
- No hidden markups; you pay platforms directly
- Weekly reporting and monthly business reviews
- A prioritized action list — yours to keep, even if we never work together