Map the retail media landscape across onsite sponsored search, onsite display, offsite retargeting and in-store formats.
Marketing & Sales
Retail Media Networks and Onsite Advertising for Brands
Learn to plan and buy retail media campaigns across onsite, offsite and in-store retail networks, using first-party retailer data to reach shoppers at the point of purchase decision.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Retail media has grown into a major advertising category as retailers monetise their first-party shopper data and onsite inventory, yet many brand teams still book it as a trade spend line rather than a measurable media channel with its own planning, bidding and measurement discipline. This course maps the retail media landscape across onsite sponsored search and display, offsite retargeting run on a retailer's behalf, and in-store or connected commerce formats, then works through how to structure campaigns and set bids inside a retailer's advertising platform. You will learn to read closed-loop attribution reporting critically, use retailer data clean rooms to test incrementality without exposing raw customer data to either party, and coordinate retail media investment with trade promotion and category management so tactics reinforce each other instead of colliding. The course closes with fitting retail media into a total marketing mix view, so spend that a retailer reports as driving sales is not also claimed by another channel in the same budget conversation.
Expected Learning Outcomes
Structure a retail media campaign inside a retailer ad platform, including keyword targeting and product placement bids.
Set bidding and budget allocation rules that balance advertising cost of sales against category growth objectives.
Use retailer data clean rooms to measure incremental sales without exposing raw customer-level data to either party.
Coordinate retail media investment with trade promotion and category management plans to avoid conflicting tactics.
Evaluate closed-loop attribution reporting from a retailer against independent incrementality evidence.
Integrate retail media performance into a total marketing mix view to avoid double-counting sales driven by other channels.
Who Should Attend
Brand and trade marketing managers responsible for retail media budgets with major retail partners.
E-commerce managers who bid on sponsored product placements within retailer marketplaces.
Category managers coordinating retail media investment with trade promotion and shelf strategy.
Media agency specialists building retail media capability for consumer goods clients.
Retail media network account managers who need to speak credibly to brand-side planning concerns.
Marketing analytics teams tasked with proving retail media return separately from trade spend.
Course Modules
Select any module to see its sessions and points.
01Mapping the Retail Media Landscape
2 sessions · 8 points
Session 1Onsite, Offsite and In-Store Formats
- Distinguish onsite sponsored search and sponsored display placements from offsite retargeting run on a retailer's behalf.
- Identify in-store and connected commerce formats such as digital shelf screens and retail media on connected TV.
- Explain how retail media differs from traditional trade spend by offering measurable, biddable advertising inventory.
- Assess which retail media formats suit a given product category, basket size and purchase frequency.
Session 2How Retailer Ad Platforms Are Structured
- Compare the campaign structures, targeting options and reporting available across major retail media self-service platforms.
- Explain how sponsored product rank interacts with organic search relevance and bid amount within a retailer's search results.
- Identify minimum spend thresholds, account setup requirements and creative specifications for a chosen retail network.
- Assess the data access level a retailer provides, from aggregated reporting through to clean-room-based analysis.
02Planning and Bidding Retail Media Campaigns
2 sessions · 8 points
Session 1Campaign Structure and Keyword Strategy
- Structure campaigns by product category, brand priority and seasonal relevance rather than mirroring paid search structure by default.
- Select keyword and audience targeting that reflects actual retailer search behaviour rather than assumptions from other channels.
- Write product listing content and creative that meets a retailer's advertising and organic listing requirements simultaneously.
- Plan budget pacing around promotional calendars, stock availability and seasonal demand spikes.
Session 2Bidding, Budgeting and Cost Control
- Set bid strategies that balance advertising cost of sales targets against share-of-shelf growth objectives.
- Allocate budget across hero products, new launches and long-tail items based on different commercial goals.
- Monitor bid inflation during competitive periods and adjust targeting to protect margin on lower-priority items.
- Reconcile retail media invoices and fees against agreed rate cards and negotiated terms.
03Measurement Through Retailer Data
2 sessions · 8 points
Session 1Closed-Loop Attribution and Reporting
- Interpret closed-loop attribution reports that link ad exposure directly to retailer sales data.
- Distinguish attributed sales from incremental sales when reading a retailer's standard performance dashboard.
- Reconcile discrepancies between retailer-reported return on ad spend and the brand's own margin calculations.
- Request the underlying methodology from a retailer to assess whether reported results include halo or view-through effects.
Session 2Data Clean Rooms and Incrementality Testing
- Explain how a data clean room lets a brand and retailer analyse combined data without either side accessing raw customer records.
- Design a holdout or geo-based incrementality test within a retail media platform to validate reported performance.
- Use clean-room outputs to build customer overlap and new-to-brand analysis across retail media campaigns.
- Set governance rules for what analysis outputs can leave the clean room and in what aggregated form.
04Integrating Retail Media Into the Marketing Mix
2 sessions · 8 points
Session 1Coordinating With Trade and Category Plans
- Align retail media flighting with trade promotion calendars so paid placements reinforce rather than duplicate discounting.
- Brief category managers on retail media plans that affect shelf and search visibility for a defined category review.
- Resolve budget ownership questions between brand marketing, trade marketing and e-commerce teams before campaign launch.
- Set shared success metrics with retail partners that reflect both brand and retailer commercial objectives.
Session 2Fitting Retail Media Into Total Mix Measurement
- Feed retail media spend and outcome data into a marketing mix model to avoid double-counting sales credited elsewhere.
- Compare marginal return on retail media investment against other lower-funnel channels competing for the same budget.
- Present retail media performance to finance stakeholders in terms consistent with total marketing return reporting.
- Build a test-and-learn roadmap for new retail media formats before committing a fixed annual budget.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
Complete your registration
We will contact you within one business day to confirm.
Ready to start?
Reserve your seat and start building the skill.