Retail media — is a form of advertising placed directly on retailer platforms, such as store websites or mobile apps. It allows brands to promote their products right at the point of purchase, when the customer is already in shopping mode. Examples include sponsored products on Amazon, banner ads on Walmart, and targeted ads in the Target app.

The advantages of retail media include high targeting accuracy, as the ads are based on purchase data and user behavior on the retailer's site. This allows brands to reach interested shoppers at the moment they are most ready to buy, increasing the likelihood of conversion and sales.