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 and how they perform along 13 attributes.
Traffic on ecommerce websites and apps is ground zero for establishing a retail media network. These contextually relevant audiences of in-market shoppers are exactly what brands are so eager to reach, as they look to balance both size and relevance of these audiences.
Traffic was ranked the most important attribute of retail media networks, with traffic scale scoring 4.35 and traffic quality scoring 4.32 on a five-point-scale.