The most commonly used retail media tactics include onsite and offsite display which utilize retailer’s 1P data to reach qualified shoppers. Large brands with agency partners prefer self-serve media which their agency can buy in real time because it enables quick decision making and costs efficiencies. However, most RMNs continue to only offer managed services that they sell directly. This ideal for small brands or agencies without the bandwidth for hands on activation, though it does come with addition costs.
Other tactics include programmatic offsite video, paid social amplification, shoppable display, homepage takeovers programmatic CTV, digital instore display and audio, programmatic digital OOH, email, push notifications and streaming audio.
Social media is typically Meta and Pinterest, though accessing reporting can be a challenge depending on the retailer’s partnership with these parties. Currently, very few RMNs offer TikTok with Walmart being the primary leader in this space as of Q1 2026.
Sponsored search display ads are also typically considered retail media in a marketing budget but depending on the agency or brand they may consider it as a separate part of the strategy depending on the objective. It is imperative to have a search campaign live if display media is also running.
It depends on who you ask, but if the tactic can be billed externally to an agency partner it’s typically considered media. If it bills directly or through Trade, it is likely not considered media by most brands.