Why every retail media network is quietly turning programmatic
Why every retail media network is quietly turning programmatic
Retail media has become one of the main pillars of digital advertising, alongside search and social. The reason is straightforward: retailers have something brands increasingly value—first-party data connected to real shopping behaviour.
But there is another change happening in the background. More Retail Media Networks (RMNs) are making their audiences and inventory available through programmatic buying.
For advertisers, that means they can access retail audiences at scale without having to negotiate a separate deal with every retailer.
What retail media actually is
Retail media is advertising built around a retailer’s own data and digital properties.
The difference from standard display is mainly the quality and context of the data behind it. A retailer can know what products someone searches for, which categories they browse, what they have bought and how often they shop.
These are not simply signals about browsing behaviour. They are signals linked to actual consumption.
That makes retail media particularly useful for brands looking to reach consumers with a clear interest in a product or category. It also brings another important advantage: measurement. Because the advertising sits close to the retailer’s commerce data, brands can often connect media exposure with subsequent purchases.
On-Site vs. Off-Site retail media
Retail media generally comes in two forms.
On-site retail media is advertising within the retailer’s own website or app. Sponsored products appearing in ecommerce search results are a simple example. The retailer controls both the advertising environment and the data behind the audience.
Off-site retail media takes those audiences beyond the retailer’s own properties. Retailer data can be used to reach consumers across display, video, CTV, audio and other digital environments.
That gives brands more room to work with retail audiences throughout the customer journey, rather than only when someone is actively shopping.
Why it’s growing now
The growth of retail media comes at an interesting moment for digital advertising.
As the industry moves away from third-party cookies and other legacy identifiers, first-party data has become increasingly valuable. Retailers are in a strong position because every search, product view and purchase generates useful information about their customers.
Then there is measurement.
One of retail media’s biggest selling points is the ability to get closer to the business outcome. Instead of stopping at impressions or clicks, advertisers can analyse whether media exposure is linked to an actual purchase.
For brands under growing pressure to prove the value of their media investment, that connection is hard to ignore.
How programmatic fits in: The quiet shift
This is perhaps the most interesting part.
Historically, working with retail media often meant dealing directly with each retailer. Each network had its own formats, audiences, commercial terms and buying process.
That model is still important, particularly for on-site placements and strategic partnerships. But programmatic is making retail media easier to scale.
Many RMNs are already working with DSP and SSP technology, allowing their audiences and inventory to be accessed through programmatic buying platforms.
The main benefit is simple: scale.
Instead of building a separate media plan with every retailer, advertisers can increasingly activate retail audiences through existing programmatic workflows. They can also combine retail data with other channels and formats, from display and video to CTV and audio.
This changes the role of retail media. It is no longer just about advertising inside an ecommerce site. It can become part of a broader omnichannel media strategy.
Programmatic is not replacing traditional retail media. It is helping extend it beyond the retailer’s own ecosystem.
How is retail media different from traditional programmatic advertising?
The main difference is the data. Programmatic can use many different audience, behavioural and contextual signals. Retail media adds first-party commerce data, such as searches, product interactions and purchase behaviour.
Which brands should consider retail media?
Retail media can be particularly valuable for brands that sell through retailers or ecommerce platforms and want to connect media activity more closely with sales. It can also be useful for brands looking to make better use of first-party data.
Retail Media Is Moving Beyond the Retailer
Retail media is becoming more than advertising inside an ecommerce environment.
The combination of first-party data, measurement and programmatic buying is allowing brands to use retail audiences well beyond the retailer’s own website or app.
That may be the next big step for the sector: moving from isolated retailer partnerships towards retail audiences becoming part of broader media strategies.
At BidBalance, we believe the value of retail media is not only where the purchase happens, but how the data around that purchase can inform a wider media strategy.
Discover Retail & Commerce Studio and explore how retail media and programmatic can work together within your advertising strategy.
