{"page":"/blog/marketplace-retail-media","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Attribute","Retailer-owned network","Marketplace network"],"rows":[["Main advertisers","Suppliers and brands, often with trade budgets","Third-party sellers, from one-person shops to large brands"],["Buying","Managed service plus self-serve","Almost all self-serve, inside the seller dashboard"],["Core format","Sponsored products, display, in-store and offsite","Sponsored listings in search and browse; offsite ads in some cases"],["Pricing","Cost per click (CPC) auctions; CPM for display; flat fees in store","CPC auctions; some marketplaces charge per sale or per order"],["Data","Loyalty cards, store and online purchases","Onsite behaviour and platform orders; usually no stores"],["Measurement","Closed-loop sales, including store sales","Closed-loop on platform orders, visible in the seller's dashboard"],["Main tension","Ad load against shopper experience","Paid ranking against organic ranking among competing sellers"]],"sourceUrls":[[],[],[],[],[],[],[]]}