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.

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


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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

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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

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