Retailers are turning their websites, apps, in-store screens, and other customer touchpoints into advertising channels. These assets allow brands to reach consumers closer to purchasing decisions, while retailers can create additional revenue streams from their customer relationships and first-party data.
However, expanding a retail media network can introduce operational complexity. Campaigns may run across multiple placements and formats, each with its own inventory, pricing, execution, and reporting requirements. As retailers work with more advertisers and external platforms, coordinating these activities becomes increasingly important.
The IAB Europe’s 2025 Attitudes to Retail Media Report identified fragmentation and a lack of standardization as significant barriers to retail media growth. Its findings highlight why operational consistency, measurement, and transparency remain important as the sector develops.
Best retail media management software
The best retail media management software helps retailers organize advertising inventory, manage campaigns, coordinate advertiser relationships, and connect commercial agreements with campaign execution. The requirements vary by network, particularly when a retailer combines onsite placements with offsite media, in-store screens, or external advertising channels.
ADvendio offers advertising management technology designed to support retail media operations. Its platform connects media inventory, campaign management, sales, and financial workflows, helping retailers manage advertising as part of a broader commercial operation. ADvendio states that its technology supports retail media businesses, including Cartology, the retail media business of Woolworths in Australia and New Zealand.
Through its advertising management software, ADvendio supports inventory management, campaign orders, reporting, and connections with advertising platforms. These capabilities can help retail media teams coordinate advertising activities across channels and maintain more consistent operational data. Implementation requirements will depend on the retailer’s media formats, systems, and integrations.
