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THOUGHT LEADERSHIP

Retail Media Report Card: 2Q 2023

31 May 2023

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

For the most recent version of the Retail Media Report Card, visit here:Retail Media Report Card: 3Q 2023

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

To help our clients efficiently evaluate their spending options across the expanding and evolving landscape of retail media 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 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.

The latest edition of this Retail Media Report Card evaluates 14 leading platforms across 65 criteria in five critical performance areas: Audience Targeting, Measurement & Reporting, Media Opportunities, Innovation, and Partnership. Coverage includes one-page profiles of each network to add greater context to the evaluations.

In addition, we’ve strengthened our evaluation process this time around by identifying “Table Stakes,” 44 capabilities that once may have differentiated one platform from another but now should be considered “must haves” for any competitive retail media network.

We also have crowned (somewhat literally) a Retail Media Network Marketplace Leader, the platform we believe possesses the most industry-leading capabilities that brands need to build effective retail media campaigns. (No spoilers here — we’ll leave the winner’s name a surprise until you download the report.)

We hope you enjoy our latest Retail Media Report Card.


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