Retail media
Retail media is the ads a retailer such as Walmart or Amazon sells on its own sites and apps. Each retailer's ad business is a retail media network.
For a consumer packaged goods (CPG) brand, the retailers set the promotion calendar. The brand decides how much to spend on each retailer's ads around those dates and times its social and search pushes around the biggest promotions.
Of the retail media networks checked, only Amazon's official connector, an open beta for companies already on its ad API, lets an agent change campaigns. Criteo's only reads, and Walmart Connect offers its own advertising assistant, Marty, and no connector.
Example
A snack brand is in the weeks before a spring promotion at Amazon, and on Monday Amazon is behind plan. The buyer's budget shift between Amazon campaigns runs through Amazon's connector if the brand or its agency has access to Amazon's ad API. If not, the agent drafts it, and the buyer makes it in Amazon's console.