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THOUGHT LEADERSHIP

Retail Media Report Card: 1Q 2023

6 Feb 2023

The Mars Agency presents a universal tool for the effective assessment and comparison of retail media platforms.

To obtain of the most recent copy, visit here: Retail Media Report Card: 3Q 2023

Welcome to the second edition of The Mars Agency’s industry scorecard.

With eMarketer estimating that ad spending through retail media networks will reach $61 billion by 2024, numerous retailers, last-mile delivery services and third-party vendors are building and expanding their platforms in an effort to capitalize on the trend. The landscape is continuously changing, making it increasingly difficult for brand marketers to keep pace.

To help our clients efficiently evaluate their spending options across networks, The Mars Agency developed a scorecard that assesses the capabilities of leading platforms across the key criteria required to optimally plan, execute and measure effective retail media programs. We use this scorecard — alongside broader assessments of each network’s role in the overall brand-retailer partnership — to help clients begin identifying “best bet” investments for their media dollars.

To encourage the development of industry standards for effective evaluation that can improve the collaborative process between retailers and brands, The Mars Agency is sharing an abridged version of this scorecard publicly.

This latest edition evaluates 12 leading platforms across 62 criteria in five critical performance areas: Audience Targeting, Measurement & Reporting, Media Opportunities, Innovation, and Partnership. It also includes one-page profiles of each network to add greater context to the evaluations.

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