Retail media, where the shopper data is the product.

Retail media deserves its own budget line when the networks you sell through can report sales lift or new-to-brand and you can reconcile it against your own sell-through; before that it is a trade-marketing cost.

Present it to the board on the payback period of incremental sales, not on retailer-reported return on ad spend, and name the next marketing dollar decision: more onsite share, offsite reach, or a holdout to settle the question. Plan the measurement at least 90 days before launch day.

Minimums are set per network and often per programme: self-serve sponsored products usually start low and scale with bids; managed offsite, screens and joint business plans carry commitment structures that are negotiated.

Ask each network for the structure in writing (per campaign, per quarter, per programme) and for the data and reporting you receive at each tier before agreeing to any level.

Yes, if the plan is built on one objective and one measurement standard. Each network has its own console, catalogue requirements and reporting, so the work is in reconciliation, not in the buying.

Leapbuzz runs retail media as part of integrated media: network selection, onsite and offsite activation, screens where they fit, and a closed-loop read reconciled with your own data.

Retail media is advertising sold by a retailer or marketplace against its own shopper data, onsite, offsite and in store. It deserves budget when you sell through that retailer and need a measurable sales effect among its known shoppers.

It does not replace reach channels: the retailer only knows its own customers. Decide by the question you need answered, a proven sale to a known shopper versus category entry among people the retailer cannot see.

In Australia the grocers and pharmacy lead: Cartology (Woolworths Group), Coles 360 and Chemist Warehouse, plus Amazon Ads. In Singapore and Malaysia the marketplaces lead: Shopee and Lazada, with Amazon in Singapore. In the US and Canada, Amazon Ads and Walmart Connect, with Target, Kroger and Loblaw behind them.

Compare them on data access, measurement method and the self-serve path, not on reach claims.

Three reads. The retailer's sales lift and new-to-brand reporting; your own sell-through and share data reconciled against it; and a holdout or geo test where the network allows one, so the result is incremental.

Retailer-reported return on ad spend is an attribution number. Treat it as a ranking signal between campaigns, not as proof of causal impact.

Retail-media CTV is streaming inventory bought with the retailer's identity graph, so the audience is defined by purchase behaviour and the outcome can be read against sales in that retailer.

A normal CTV buy reaches households the retailer does not know and is measured on reach, frequency and lift studies. Many brands run both; the overlap needs frequency control across the two.

The retailer is the data controller for its shopper data; you receive aggregated reporting, and any audience match you bring must have its own consent basis under the market's privacy law (PDPA, Privacy Act, PIPEDA, US state laws).

Clean-room and offsite activation contracts should state what data moves, where it is processed and how long it is kept. General information, not legal advice. Reference pages: OAIC privacy guidance and Display & Video 360 help on deals.

A diagnostic on your current retailer programmes: network fit, data access, measurement method, catalogue readiness and contract terms. Then a plan with budget floors per network and a measurement standard.

Managed activation follows if you want it, with monthly reconciliation against your sell-through and a quarterly holdout where the network supports one.