Ad Tech Platforms for Retail Advertising

You’re spending $10K monthly on Meta ads with solid ROAS, but you know your customers are also shopping on Amazon, Walmart, and Target. What if you could advertise directly on those retail platforms using their first-party shopping data?

Here’s something that might surprise you: the global retail media advertising market hit $140 billion in 2024 and is growing at 17.2% annually. This represents one of the fastest-growing sectors in digital advertising.

Retail media platforms let you advertise where customers are already shopping, using actual purchase data for targeting. It’s like having a sales associate recommend your product to shoppers already walking down the aisle.

But with more than 200 retail media networks globally — and major platforms like Amazon controlling 77% of US retail media spend — choosing the right ad tech platform for retail advertising requires strategy. We get it: adding another advertising channel to your already complex marketing mix can feel overwhelming.

That’s exactly why we’ve created this comprehensive guide. You’ll learn how to choose the right retail media platform based on your budget, realistic ROI expectations for each major network, and a step-by-step implementation timeline that gets you from setup to optimization in just 6–12 weeks.

What You’ll Learn

• How to choose the right ad tech platform for retail advertising based on your budget and business size
• Performance benchmarks and ROI expectations for major platforms like Amazon, Walmart, and Target
• Step-by-step implementation timeline from setup to optimization (6–12 weeks)
• Bonus: cross-channel attribution strategies to unify retail media with social advertising

What Are Ad Tech Platforms for Retail Advertising?

Ad tech platforms for retail advertising are technology solutions that enable brands to advertise on retailer-owned websites, apps, and in-store media using first-party shopping data and closed-loop attribution.

Think of it this way: instead of showing your ads to people who might be interested in your product, you’re advertising directly to shoppers already browsing the exact category your product lives in.

The Four Core Components

Retail Media Networks (RMNs) — retailer-owned advertising platforms like Amazon Ads and Walmart Connect, where you actually create and manage campaigns.

Demand-Side Platforms (DSPs) — handle campaign management and media buying, optimizing your bids and targeting in real time.

Supply-Side Platforms (SSPs) — manage inventory and optimization on the retailer side, ensuring your ads appear in the most valuable placements.

Data Clean Rooms — provide privacy-compliant measurement and attribution tools that show which campaigns drive sales without compromising customer privacy.

What Makes Retail Media Different

Here’s what sets retail media apart from traditional advertising:

• First-party shopping data for precise targeting
• Closed-loop attribution that connects ads directly to purchases
• On-site, off-site, and in-store advertising opportunities within the same ecosystem
  
  

The result? You can clearly track the connection between ads and purchases with far better data visibility than traditional media channels.

Pro Tip: Start with on-site advertising (sponsored products) before expanding to off-site programmatic campaigns. On-site typically delivers 2–3x higher conversion rates while you learn the platform and establish your benchmarks.

Major Retail Media Platform Landscape

Now let's dive into the platforms that actually matter for your business. The retail media landscape splits into **two main categories**: retailer-owned networks and third-party aggregators.

Retailer-Owned Networks

Amazon Advertising

Amazon Advertising leads the market with 77% of US retail media spend and $56.2 billion in revenue for 2024. If you’re selling on Amazon, this should be your first and most important platform.

Amazon offers three main ad types:

• Sponsored products – ads that appear in search results
  
  
• Display ads across the Amazon ecosystem
  
  
• Video ads that reach customers throughout their shopping journey

The platform’s advanced targeting capabilities leverage Amazon’s massive shopping data, while comprehensive reporting shows exactly which keywords and products drive sales.

You’ll need at least a $5,000 monthly ad budget to see meaningful results, and competition is fierce in popular categories. But if you’re already selling on Amazon, the closed-loop attribution provides clear ROI visibility that most other channels can’t match.

Walmart Connect: The Growing Challenger

Walmart Connect holds 6.8% of the US retail media market with $4.4 billion in revenue and an impressive 26.4% year-over-year growth.

Walmart stands out for its omnichannel approach:

• On-site sponsored products
  
  
• Off-site programmatic campaigns
  
  
• In-store digital advertising

Walmart’s key advantage is its 240 million+ customer database, which covers both online and in-store shopping behavior. This makes it particularly powerful for CPG and grocery brands, where customers often shop across both environments.

Walmart’s minimum budget requirement is more accessible, starting around $500 monthly, making it an ideal testing ground for brands new to retail media.

Target Roundel: Premium Brand Focus

Target Roundel captures 3.2% of the US retail media market with $1.76 billion in revenue. Its strength lies in premium brand positioning and Target Circle loyalty program data from over 100 million members.

Target excels with lifestyle brands aimed at higher-income demographics. Its advertising options include:

• On-site display ads
• Off-site programmatic campaigns
• Loyalty program integration

This creates a sophisticated targeting environment that works best for brands aligning with Target’s premium brand image. Expect a higher minimum budget—around $2,000 monthly—but the audience quality often justifies the investment.

Third-Party Aggregators

Criteo Commerce Max: Multi-Platform Management

Criteo Commerce Max provides unified access to over 200 retail media networks globally through a single platform. Instead of managing separate campaigns across Amazon, Walmart, Target, and others, you can run cross-retailer optimization from one dashboard.

This approach works best for brands advertising across multiple retailers or expanding internationally. Criteo’s partnerships with retailers like Albertsons, Dollar General, and Microsoft offer scale and flexibility that individual platforms can’t match.

The Trade Desk: Programmatic Powerhouse

The Trade Desk enables programmatic retail media buying across multiple networks, offering advanced attribution and Connected TV integration. Its data collaboration tools and partnerships with Instacart, Walmart, and major grocery chains make it a go-to for performance marketers running large-scale campaigns.

For brands serious about AI advertising platforms, The Trade Desk’s machine learning capabilities can optimize across retail media networks in ways that manual management simply can’t.

Pro Tip: Third-party aggregators work best when you’re spending $50K+ monthly across multiple platforms. Below that threshold, focus on mastering individual platforms first.

Platform Selection Framework by Business Size

Your platform choice should align with your budget, team capacity, and business goals — not just mirror what the biggest brands are doing.

Small E-commerce ($1K–$10K Monthly Ad Budget)

Start with Amazon Advertising if you’re selling on Amazon, or Walmart Connect if you’re not. These offer the lowest barriers to entry, simple self-serve setups, and large built-in audiences.

Timeline: 2–3 weeks to launch your first campaign
Management time: 3–5 hours per week
Strategy: Master one platform before expanding to others

Medium E-commerce ($10K–$50K Monthly Ad Budget)

Expand to Amazon + Walmart + Target or Instacart, and add basic cross-platform measurement tools. At this level, diversification helps identify your highest-performing audiences.

Timeline: 4–6 weeks for multi-platform setup
Management time: 8–12 hours per week
Strategy: Coordinate retail media with your existing social campaigns. Our Facebook ads for eCommerce guide can help you align messaging and budgets across channels.

Large E-commerce ($50K+ Monthly Ad Budget)

Implement a full multi-platform strategy using aggregators like Criteo or The Trade Desk. Include advanced attribution models, data clean rooms, and consider agency partnerships for specialized support.

Timeline: 8–12 weeks for complete ecosystem integration
Management time: 15–20 hours per week or a dedicated in-house specialist
Strategy: Focus on unified measurement, automation, and scale efficiency to outperform smaller competitors.

The key insight? Most successful brands start small and scale systematically — not by trying to launch everywhere at once.

Performance Benchmarks and ROI Data

Let’s talk results. Here’s what you can realistically expect from each platform type:

• Amazon Advertising: 3–5x ROAS on average for mature campaigns
• Walmart Connect: 2–4x ROAS depending on product category
• Target Roundel: 2–3x ROAS with premium audience reach
• Criteo and The Trade Desk: up to 6x ROAS when optimized across multiple retailers

These benchmarks vary based on creative quality, competition, and how effectively you leverage first-party data.

These aren't theoretical numbers - they're based on real performance data from thousands of campaigns. But here's what the benchmarks don't tell you: performance varies dramatically by category, seasonality, and optimization sophistication.

Real Performance Examples

Coca-Cola achieved a 23.29% sales uplift with AI-driven retail media campaigns by leveraging cross-platform audience insights and dynamic creative optimization.

Haribo saw a 32.8% sales increase in just 21 days through targeted retail media campaigns that connected online advertising with in-store purchase behavior.

Average incrementality across retail media campaigns ranges from 15–25% above organic sales, meaning these aren’t just shifting existing demand — they’re genuinely driving new revenue.

ROI Comparison Context

While email marketing delivers 4,200% ROI ($42 per $1 spent) and PPC advertising averages 200% ROI ($2 per $1 spent), retail media typically delivers 250–500% ROI ($2.50–$5 per $1 spent), depending on platform and optimization level.

The difference lies in retail media’s closed-loop attribution, which lets you measure ROI with far greater accuracy than channels that rely on modeled or estimated conversions.

Pro Tip: Don’t compare retail media ROAS directly to social media ROAS. Retail media captures bottom-funnel shoppers with higher purchase intent, while social media focuses on top-funnel awareness. Measure blended ROAS across all channels for an accurate performance picture.

Implementation Timeline and Process

Here’s your complete roadmap from initial decision to fully optimized campaigns.

Weeks 1–2: Platform Selection and Account Setup

Choose your primary ad platform using the business size framework outlined earlier. Complete account registration and verification (this step often takes longer than expected due to business verification requirements).

Key tasks:

• Set up billing and payment methods
• Provide team access and complete initial platform training
• Prepare your product catalog for upload

Pro tip: Start verification early. Amazon and Walmart often take 5–7 business days to approve new accounts.

Weeks 3–4: Data Integration and Tracking Setup

Install conversion pixels and tracking codes on your website. Configure product catalog feeds — this is often the most technical step. Set attribution windows, ideally starting with a 7-day click model for consistency across platforms.

Critical step: Test data flow and conversion tracking before launch.

Many brands stall here, so if you’re not technical, consider hiring a developer or using a platform like Madgicx that handles cross-channel tracking automatically.

Weeks 5–6: Campaign Development and Creative

Build your initial campaign structure. Start with sponsored products since they usually perform best for new accounts. Develop creative assets according to each platform’s requirements and best practices.

Key activities:

• Implement automated bidding strategies
• Create audience segments with precise targeting parameters
• Set up an A/B testing framework for future optimization

Weeks 7–8: Soft Launch and Testing

Launch with 20–30% of your intended budget to test performance without overcommitting. Monitor daily during the first week — retail media performance often fluctuates early on.

Testing priorities:

• Test ad formats and targeting options
• Verify conversion tracking accuracy
• Optimize based on initial results

Weeks 9–12: Scaling and Optimization

Increase spend on winning campaigns while pausing or reworking underperformers. Once sponsored products are profitable, expand into display and video formats.

Advanced activities:

• Implement cross-platform performance measurement
• Establish continuous optimization workflows
• Begin testing off-site or programmatic retail campaigns

Month 4 and Beyond: Mature Operations

After mastering one platform, consider adding others or using aggregator tools. Introduce advanced attribution and incrementality testing to measure real impact.

Long-term strategies:

• Add off-site and in-store ad formats
• Hold regular strategy reviews to refine your approach
• Explore agency partnerships for specialized management

The most successful brands treat retail media as an evolving process — not a one-time setup.

Challenges and Practical Solutions

Challenge 1: Platform Fragmentation

The problem: managing six or more platforms with inconsistent reporting, metrics, and optimization logic leads to chaos. Each system uses different attribution models and success definitions.

The solution: start with one or two major platforms and master them before expanding. Add aggregator tools only once you exceed $50K in monthly ad spend. For unified reporting, platforms like Madgicx bridge retail and social media data seamlessly.

Challenge 2: Amazon Market Concentration

The problem: with 77% market dominance, Amazon’s costs continue to rise, and competition intensifies. Many categories see cost-per-click increases of 20–30% annually.

The solution: diversify early by testing Walmart and Target before rising Amazon costs force you to. Focus on niche or emerging categories with lower CPCs and use Amazon’s insights to inform your targeting elsewhere.

Challenge 3: Attribution Complexity

The problem: each platform uses different attribution windows and models. Amazon might show 5x ROAS while Walmart shows 3x for the same product, making it hard to allocate budgets.

The solution: standardize on a 7-day click attribution window across all platforms. Use holdout tests to measure true lift, and consider third-party tools for unified attribution.

Challenge 4: Budget Allocation

The problem: figuring out how much to spend per platform without reliable data.

The solution: start with 70% of your budget on your primary platform and 30% on testing others. Adjust after 60–90 days based on performance. Use campaign optimization tools to automate budget reallocation.

Pro tip: Don’t obsess over perfect attribution from day one. Start with directional data, optimize continuously, and refine measurement as you scale.

Future Trends and Opportunities

Connected TV (CTV) Expansion

CTV retail media spending jumped 43.1% in 2025, reaching $8.67 billion by 2027. This unlocks new opportunities for brand awareness campaigns with measurable retail attribution. Early adopters see 15–25% incremental lift when combining CTV with retail media.

Off-Site Growth Acceleration

Off-site retail media is growing 42.1% in 2025, nearly three times faster than on-site. Brands can now reach audiences beyond retailer websites while still using first-party data and closed-loop attribution.

This evolution enables programmatic advertising that combines retail precision with open-web reach.

AI Integration Revolution

Brands adopting AI-powered platforms like Madgicx today will gain significant competitive advantages as manual optimization becomes increasingly outdated at scale. Madgicx’s AI Marketer automatically reallocates budgets across top-performing campaigns, while its AI Ad Generator produces high-converting creatives tailored to specific audiences. Combined with advanced analytics and cross-channel attribution, it empowers brands to make data-driven decisions in real time—turning complex campaign management into effortless, scalable growth.

Try Madgicx for free.

In-Store Digital Opportunities

In-store digital advertising is growing 45.5% but remains small, with total spend around $530 million. This represents an early opportunity for omnichannel campaigns that connect digital advertising with in-store experiences.

Forward-thinking brands are experimenting with digital screens, in-store audio, and location-based mobile ads that bridge online and offline shopping behavior.

The brands positioning themselves for these trends now will gain significant advantages as the market matures.

Frequently Asked Questions

What’s the minimum budget needed to start with retail media advertising?

Amazon Advertising typically requires around $1,000 per month for meaningful results, while Walmart Connect can deliver impact starting from $500 per month. Smaller budgets should focus on one platform initially rather than spreading spend across multiple networks.

The key is maintaining consistent investment over time rather than one-off bursts. Most successful brands start by allocating 10–20% of their total advertising budget to retail media testing.

How long does it take to see results from retail media campaigns?

Initial data appears within 7–14 days, but meaningful optimization requires 4–6 weeks of learning. Most brands achieve stable performance after about three months of consistent testing and refinement.

Retail media platforms need time to identify shopping patterns and optimize toward purchase behavior, so plan for a 90-day learning window rather than expecting instant results.

Should I manage retail media campaigns in-house or hire an agency?

Start in-house for budgets under $25K per month. This helps you learn the platforms, understand performance drivers, and develop a stronger strategy foundation. Consider agencies once you exceed that level or when managing three or more platforms simultaneously.

Agency fees generally range from 15–20% of ad spend, so include this in your ROI projections. A hybrid approach often works best — start in-house, then transition to agency support as you scale.

How do I measure the true incrementality of retail media advertising?

Run holdout tests by excluding certain products or regions from advertising, then comparing sales performance to advertised areas. Most major platforms offer built-in incrementality tools, or you can use third-party attribution providers for cross-platform analysis.

The goal is to measure lift above organic sales, not just attributed conversions. Expect true incrementality to represent about 60–80% of attributed sales in most categories.

Can I integrate retail media data with my existing advertising analytics?

Yes. Most major platforms provide APIs for exporting performance data. Data clean rooms such as LiveRamp or Snowflake allow privacy-compliant integrations.

Cross-channel solutions like Madgicx bridge retail media with social advertising data, offering unified performance insights across all campaigns. This integration is critical for optimizing total marketing ROI rather than managing each channel in isolation.

Start Your Retail Media Journey Today

Ad tech platforms for retail advertising represent one of the biggest opportunities in digital marketing, with the $140 billion market growing 17.2% annually. Success depends on choosing the right platforms for your business size, setting realistic benchmarks, and following a structured implementation process.

Your Next Steps

1. Choose your starting platform using the business size framework — focus before expanding.
2. Set realistic expectations — aim for 3–5x ROAS after three months of consistent optimization.
3. Plan your rollout — allocate 6–10 weeks from setup to mature performance.
4. Integrate channels — unify retail media with your social and search campaigns for maximum impact.

The brands winning in retail media aren’t just spending more — they’re starting strategically, measuring accurately, and optimizing consistently. With first-party data and closed-loop attribution, retail media offers stronger measurement and ROI visibility than most traditional advertising channels.

Ready to connect your retail media campaigns with your Meta advertising for unified performance insights? Madgicx helps e-commerce brands optimize across all channels with AI-powered attribution and automated budget allocation that turns fragmented campaign data into actionable growth.