Key question: What are the leading retail media networks (RMNs) for consumer packaged goods (CPG) brands, and which have room for improvement?
Using proprietary first-party research to evaluate digital ad buyers’ perceptions, we scored CPG RMNs’ performances on 13 attributes that roll up into four pillars: traffic, first-party data, targeting and measurement, and platform experience. Here is how a selection of the 14 top RMNs ranked overall:
Amazon. Amazon Ads was this year’s runaway winner, dominating across RMN attributes and easily taking the No. 1 overall ranking. As the most mature and sophisticated ad platform—one that will capture over 75% of the US retail media market this year—the ranking is not a surprise.
Amazon’s dominance extended across all pillars. Not only was Amazon Ads No. 1 overall, but it also claimed the top ranking in each of the four pillars and in 12 of the 13 attributes.
Walmart. Walmart Connect ranked No. 2 following substantial upgrades over the past year. The retailer also ranks No. 2 for US retail ecommerce sales.
Walmart Connect’s substantial platform upgrades in June 2022—including search algorithm improvements and a new second-price auction for ad bidding—reduced the cost per click (CPC) and increased return on ad spend to the benefit of brands.
Target and Kroger. Two of the larger grocers and more mature RMNs captured the No. 3 and No. 4 rankings, respectively. They are also two of the earliest RMNs in the space, with Target Media Network (Roundel’s original name) debuting in 2016 and Kroger Precision Marketing soon thereafter in 2017.
Armed with strong loyalty card adoption and troves of first-party data, both RMNs excel at delivering CPG brands with high-quality audience targeting and measurement, both online and in-store.
Go further: This was just a snapshot of our recent in-depth benchmark ranking the top 14 RMNs for CPG brands—for the full list and methodology, read our report.
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