Blog Article

Business Guide to Retail Media Advertising | Moloco Blog

Christie Zhang
, Product Marketing Manager

July 19, 2022

Thinking of launching a retail media advertising business in your marketplace? Smart move! It’s a great way to add value for your merchants, open a whole new revenue stream, and most important of all -- help your shoppers discover cool new products they’ll love.

But where to begin? 

Introducing an advertising component into your e-commerce is akin to launching a new business unit. It requires a plan, people, new processes, contracts, KPIs and so on. At first blush this sounds pretty intimidating. In fact, there are plenty of plug-and-play tools that enable you to launch a retail media network quickly. It comes down to picking the right one for your unique business needs.

How to cook up a plan to grow your marketplace

Like preparing a delicious dish, succeeding in retail media comes down to meticulous planning. Do you know what you want to make? Do you know what ingredients you’ll need? Have you sourced them? Will you need a new team? Or do you have people within your ranks who can do food prep or bake bread? And most important of all, do you have metrics to distinguish success from failure?

Moloco is privileged to be helping e-commerce apps and marketplaces launch retail media platforms, and we’ve distilled the key ingredients for success in this guide. Our goal is to provide you with the parameters of a retail media platform, things to think about to get buy-in throughout your organization, and the resources you’ll need.

This guide isn’t prescriptive; we won’t tell you how to accomplish a specific task. Every organization is different, and every marketplace is unique. But it is a toolkit to create a game plan that works for you, your customers, and your merchant partners.

6 key ingredients outlined in the guide

At a glance, here are the six key ingredients essential to a successful retail media business:

1) Clear purpose: Business goals, stakeholder alignment, business plan, internal education

2) Method: Requirements, investments, resources, considerations, and how to pick a partner

3) Your team: Ad strategy and operations, account managers, developers, legal and analytics

4) Advertiser acquisition: Education, pricing, onboarding, and resources

5) Measurement: Key KPIs to track, and why they’re important

6) Contracts: Establishing terms and conditions, staying up-to-date with data security and compliance regulations

Get the guide to retail media 

Download 6 key ingredients for a retail media network: A recipe for rapid merchant performance.


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Christie Zhang
Product Marketing Manager
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