CPG Retail Media Networks Perception Benchmark 2023

How 14 RMNs Rank According to CPG Digital Ad Buyers

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About This Report
Here’s how ad buyers ranked the retail media networks of 14 leading CPG-focused retailers—including Ahold Delhaize, Albertsons, Amazon, Costco Wholesale, CVS, Instacart, Kroger, Target, and Walmart—according to the attributes they value most.

The future of retail media goes through grocery and consumer packaged goods (CPG). This report uses our proprietary first-party research to evaluate ad buyers’ perceptions of 14 of the most important retail media networks (RMNs) for CPG brands—and their performance along 13 attributes.

Key Question: What are the most valuable RMN attributes to CPG digital ad buyers, and how do those RMNs rank?

KEY STAT: CPG advertisers said traffic quality was the most important attribute in an RMN, with an average of 4.43 on a 5-point scale of importance—but the biggest opportunity gap for RMNs to address is with in-store/omnichannel purchase data.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. CPG Retail Media Networks Overview
  3. Important Attributes for CPG Retail Media Networks
  1. Retail Media Network Usage
  2. Retail Media Ad Formats
  3. The 2023 CPG Retail Media Network Benchmark Leaders
  1. Methodology
  2. Media Gallery

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First Published on Sep 12, 2023

authors

Andrew Lipsman

Contributors

Justin DeVoursney
Graphic Designer
Blake Droesch
Analyst
Na Li
Director, Primary Research
Jennifer Pearson
VP, Research
Amy Rotondo
Director, US Research
Paul Verna
Principal Analyst