Vantage was selected to power the Home Depot (Orange Apron Media)’s self-serve retail media tech stack. We speak with Drew about emerging industry trends and challenges, and why he believes self-serve will be at the forefront in retail media this year.
About Retail Media Networks (RMNs)
A Retail Media Network (RMN) is a platform or system that allows a retailer to sell advertising space across its owned digital and physical assets — like its website, mobile app, in-store displays, email campaigns, and more — to brands and suppliers who want to reach shoppers closer to the point of purchase.
Think of it like this: retailers become media companies, and their shelves, search bars, and screens become ad real estate.
Who Are the Stakeholders — and How Do They Benefit?
1. Retailers
What they get:
New high-margin revenue stream: Ad dollars from brands — often with 60–70%+ margins.
Stronger supplier relationships: Offering visibility and performance insights can help attract and retain brand partners.
Better customer data utilization: Retailers can monetize their 1st-party data in a privacy-compliant way.
Enhanced shopping experience: Done right, sponsored listings and relevant promos improve—not clutter—the experience.
2. Brands / Suppliers
What they get:
Closer-to-purchase advertising: RMNs let brands reach shoppers at the moment of decision — where intent is high.
Access to retailer data: Precision targeting based on shopping behavior, purchase history, and more.
Performance transparency: With closed-loop attribution, brands can see exactly how ads drove sales (online or in-store).
More control: Some RMNs offer self-serve tools for brands to launch and manage campaigns quickly.
3. Shoppers
What they get (when it’s done right):
More relevant product discovery: Sponsored content can surface items that match interests, needs, or current searches.
Exclusive deals or offers: Some RMNs integrate promotions or discounts with ad placements.
Improved site functionality: RMNs often fund improvements in personalization and site UX, indirectly benefiting the shopper.
Types of Ads in a Retail Media Network
Sponsored search (like Google Ads, but within the retailer’s site)
Display ads (on homepage, category pages, etc.)
Video (in app, online, or in-store screens)
Email / offsite media (retargeting or audience extension)
In-store digital signage
Why Retail Media Networks are gaining in popularity
Post-cookie world: As 3rd-party cookies fade, brands crave 1st-party data, and retailers have it.
Commerce shift: Shopping and media are converging.
Retailers want profitability: Ad revenue helps offset narrow retail margins.
Brands demand better measurement: RMNs can tie ads to transactions — a major advantage.
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About Vantage
Vantage, founded in 2013 and headquartered in Toronto, Canada, specializes in providing a comprehensive retail media orchestration platform. Their technology enables retailers to seamlessly manage and optimize their retail media networks by integrating disparate technologies, centralizing data, and automating workflows. This approach streamlines operations, enhances team collaboration, and offers real-time insights for informed decision-making.
Vantage helps retailers build and scale their own retail media networks.
Here’s a clearer breakdown of what they do:
Retail Media Orchestration Platform: Vantage provides software that helps retailers set up and manage their own retail media networks — similar to what Amazon or Walmart has done.
Automation + Centralization: Their platform connects disparate technologies, automates workflows, and brings together siloed teams (e.g., marketing, merchandising, data).
Data-Driven Ads: Retailers can use Vantage to offer ad space (like sponsored products or display ads) on their digital properties, powered by shopper data.
Self-Service for Brands: Brands that sell through the retailer can access tools to launch and manage campaigns directly, similar to Google or Meta ad platforms.
What’s New:
Platform Now Open to All Retailers (Oct 2024): Previously limited to select partners, Vantage now offers its full platform to any retailer wanting to monetize their media footprint.
New Head of Strategy (Sept 2024): Drew Cashmore, formerly at Walmart, joined to guide growth and partnerships — reinforcing their focus on building retail media empires.
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