Retail Media: What Walmart, Amazon, and Kroger Are Doing — and Why You Should Care

Retail Media: What Walmart, Amazon, and Kroger Are Doing — and Why You Should Care

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ark stylized image showing the logos of major retail media players: a combined Amazon and Walmart graphic on the left and the Kroger name on the right, set against a moody background

If you haven’t heard of retail media yet, buckle up — it’s one of the fastest-growing opportunities in advertising today. Retail media simply means retailers selling advertising space on their digital properties and beyond, leveraging their customer data to help brands connect with shoppers at exactly the right moment. Retail media networks like those run by Amazon, Walmart and Kroger are growing rapidly and reshaping how marketing gets measured and executed. AdMonsters

But what does that mean for you — especially if you’re deep in TV, radio, and digital marketing? Let’s break it down.

What Exactly Is Retail Media?

Retail media is an advertising channel where retailers become publishers by selling ad space across their platforms — from search results on their websites to banners in their apps and even digital screens inside stores. These platforms are often called Retail Media Networks (RMNs). Longbridge SG

Unlike traditional ads that show up wherever people browse the internet, retail media places ads in contexts where people are already thinking about buying — whether they’re browsing a product online or picking items in a store aisle. Longbridge SG

Think of it this way: if digital ads are billboards on the highway, retail media ads are posters right by the checkout where shoppers make decisions.

A modern retail store interior with bright digital screens lining the walls and people browsing products, showing a futuristic, tech-driven shopping environment.
modern, tech-forward retail environment with digital displays and shoppers exploring products, illustrating how retail media blends physical and digital shopping experiences

Why Retail Media Matters for Marketing Pros

Here’s the big reason you should care: retail media gives marketers access to first-party shopper data and purchase intent. Unlike typical targeting that guesses behavior based on web surfing, retail media ties the ad interaction to real purchase activity. AI Digital

That means you can evaluate actual sales impact from your campaigns — something that’s tough to do in traditional TV or radio media. Closed-loop measurement like this is a big deal in advertising today. AI Digital

How Retail Media Networks Work

At a basic level, retail media networks operate like this:

  • Retailers collect huge amounts of first-party shopper data — including browsing activity and purchase history.
  • Brands buy ad space on retail sites, apps, or off-platform using that first-party targeting.
  • Ads run where shoppers are already engaged — in search results, product pages, apps, email campaigns, and even in-store displays.
  • Retailers measure outcomes based on actual purchase data, not just clicks. AI Digital

This makes retail media more like commerce media, where ads are directly tied to buying behavior. Longbridge SG

Key Players in the Retail Media Landscape

Several big retail brands lead this movement, including:

These platforms are becoming dominant forces in advertising because they can reach shoppers with high purchase intent. AdMonsters

Amazon Ads: The Giant of Retail Media

Amazon is the undisputed leader in retail media, commanding the largest share of the market and billions in advertising revenue. AdMonsters

It offers formats such as sponsored product listings, display ads, video placements, and programmatic ads across partner sites. Amazon’s size and shopper data make it especially effective at reaching people already ready to buy. Tinuiti

For example, a consumer packaged goods (CPG) brand can run Amazon Sponsored Products and directly link those ads to purchases made on Amazon — giving clear visibility into how ad dollars drive sales.

Walmart Connect: Blending Online and Offline Reach

Walmart Connect is a powerful retail media network because it ties offline and online behavior together. It uses shopper data from in-store scans, app usage and ecommerce to create unified targeting across experiences. Ecommerce North America

Walmart’s omnichannel approach — where digital campaigns can influence in-store behavior — gives marketers a rich way to connect with buyers across channels. Ecommerce North America

Kroger Precision Marketing: Grocery Data Power

Kroger Precision Marketing taps deeply into Kroger’s grocery loyalty and purchase data, offering highly segmented and actionable targeting options for advertisers. Grocery Dive

It’s become especially valuable for brands with frequent purchase categories like food, beverages, and household goods because the ads can reach shoppers at multiple points in their buying journey. Grocery Dive

Comparing Retail Media Strategies

FeatureAmazon AdsWalmart ConnectKroger Precision Marketing
Data StrengthMassive e-commerce dataOmni-channel reach (online + in-store)Deep loyalty grocery data
Ad FormatsSearch, display, videoOn-site, off-site, in-storeGrocery + segmented audience targeting
Best ForBrands seeking ecommerce breadthOmni-channel marketingFrequent purchase categories

Each network has unique strengths, and many marketers choose multiple networks to reach the right shoppers. Ecommerce North America

Use Case Examples

Here are real examples of how retail media integrates into broader marketing plans:

Seasonal Promotions

A snack brand runs Amazon Ads for holiday search visibility and pairs it with Kroger Precision Marketing targeting grocery buyers — lifting both online and in-store sales simultaneously.

Cross-Channel Amplification

A beverage brand uses Walmart Connect’s digital + in-store placements, then connects those audiences to connected TV (CTV) buys — reinforcing messaging as people move between screens and the store.

Launch Campaigns

A beauty product launch uses Kroger’s shopper segments to target likely buyers and follows up with social ads built on the same audience segments.

These illustrate how retail media can work with TV, radio, and digital strategies — not in isolation.

How Local Sellers Can Compete with Retail Media

Even though Amazon, Walmart, and Kroger dominate retail media at scale, local sellers can still compete effectively by focusing on strengths big retailers can’t replicate — community presence, local identity and personalized engagement.

Lean Into Local Identity

Big chains aren’t at every neighborhood event — you are. Sponsor community events, partner with neighboring businesses, and share those activities online to strengthen local brand loyalty.

Master Local Search

Make sure your business listings (like on Google Business Profile) are complete with accurate hours, photos, and reviews. Use local keywords in your website content to show up in local searches.

Personal Social Engagement

Use social media to tell stories about your business, customers and local partnerships. Authentic content builds connection in a way big retailers can’t replicate.

Host Local Experiences

Workshops, demos, and seasonal in-store events give people a reason to visit your location and create shareable content for your digital channels.

Build Your Own First-Party Data

Collect email and SMS contacts at checkout or through loyalty incentives. These lists become powerful tools for targeted promotions that feel personal, not generic.

Local sellers win by making relationships and relevance the heart of their marketing.

Integrating Retail Media with TV, Radio, and Digital Plans

Here’s where retail media can supercharge traditional channels:

  • TV/CTV: Pair retail data audience segments with TV targeting to boost relevance.
  • Radio: Use localized radio campaigns to drive in-store traffic linked to retail media promos.
  • Digital: Sync retail media audiences across social and display campaigns so your messaging stays consistent everywhere.

This creates an omnichannel shopper journey that meets consumers wherever they engage. Coegi

Measuring ROI: What You Should Track

Retail media allows for closed-loop measurement, which is hard to achieve in TV or radio alone. Key metrics include:

  • Return on Ad Spend (ROAS)
  • Incremental sales lift directly tied to campaigns
  • Conversion rates by channel and placement
  • In-store vs online purchase attribution

These insights help refine campaigns and justify budget allocations with real purchase data.

Challenges Marketers Face with Retail Media

Retail media isn’t a magic bullet. Common hurdles include:

  • Platform differences — data and metrics vary by network.
  • Attribution complexity — tying results across channels requires good measurement tools.
  • Creative requirements — each network may need different formats and assets.

Despite these challenges, retail media’s precision and accountability are making it an essential part of modern marketing. Koddi

Future Trends in Retail Media

Retail media is here to stay. Look for trends like:

  • Deeper integration with connected TV and audio channels
  • Enhanced in-store digital advertising experiences
  • AI and automation in audience targeting and optimization
  • Expansion of commerce media beyond retail into travel, finance, and more Koddi

It’s not just media evolution — it’s a structural shift in how consumer attention gets monetized and measured.

Conclusion

Retail media has shifted from an emerging tactic to a core advertising channel. For media professionals in TV, radio, and digital, understanding how Amazon Ads, Walmart Connect, and Kroger Precision Marketing work — and how local sellers can still compete — is crucial. With access to first-party shopper data and closed-loop measurement, it’s reshaping how brands connect with audiences and prove ROI.

FAQs

1. What makes retail media different from traditional digital ads?
Retail media uses first-party shopper data and places ads within environments where consumers are actively shopping. AI Digital

2. Can retail media work with TV, radio, and digital plans?
Yes — retail media audience segments can inform and enhance targeting in TV, radio and digital campaigns. Coegi

3. Is retail media just for big brands?
No. While large retailers dominate, even mid-sized and local brands can benefit with strategic use of these channels and local marketing tactics. The Retail Exec

4. How do I measure success in retail media?
Track ROAS, incremental sales lift, and purchase attribution across platforms. AI Digital

5. What’s the future of retail media?
Expect more integration with connected channels and expanded commerce media opportunities. Koddi

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