Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Retail Media Networks Perception Benchmark 2022

How 11 Major Platforms Rank in the Estimation of Digital Ad Buyers

About This Report
Here’s how ad buyers ranked the retail media networks of 11 major retailers—Amazon, Best Buy, Costco Wholesale, eBay, The Home Depot, Instacart, Kroger, Macy’s, Target, Walmart, and Wayfair—according to the attributes they value most.
Table of Contents

Executive Summary

Retailers are getting into the digital advertising business at a furious pace. Our first ever US retail media networks benchmark report evaluates digital ad buyers’ perceptions of 11 leading retail media networks—Amazon Ads, Best Buy Ads, Costco Wholesale, eBay Ads, The Home Depot Retail Media+, Instacart Ads, Kroger Precision Marketing, Macy’s Media Network, Roundel (Target), Walmart Connect, and Wayfair Media Solutions—and how they perform along 13 attributes.


  1. How important are retail media networks’ various capabilities, offerings, and attributes to advertisers?
  2. What are advertisers’ perceptions of specific retail media networks’ attributes?
  3. How do retail media networks rank according to these attributes?

WHAT’S IN THIS REPORT? An analysis of the most important attributes of retail media networks to digital ad buyers and a ranking of the 11 leading retail media networks.

KEY STAT: Advertisers said traffic scale was the most important attribute in a retail media network with an average of 4.35 on a 5-point scale of importance.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Retail Media Networks Overview
  1. The 2022 Retail Media Network Benchmark Leaders
  2. Differences by Product Category
  3. Appendix
  1. Methodology
  2. Read Next
  3. Media Gallery


Andrew Lipsman


Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Blake Droesch
Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research
Amy Rotondo
Director, US Research
Paul Verna
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client