{"page":"/blog/when-not-to-build-a-retail-media-network","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Alternative","What you keep","What you give up","Dated example"],"rows":[["Join a shared network","Your inventory and a share of revenue","Brand control, pricing and the buyer relationship","Coopérative U sells its digital inventory through Unlimitail from January 2027 (Unlimitail, Oct 2026)"],["White-label from a marketplace operator","Your storefront and shopper relationship","Platform choice; your vendor may sell to rivals","Carrot Ads serves 240+ e-commerce partners with demand from 7,500+ CPG advertisers, including Hy-Vee and Sprouts (Instacart, 6 Nov 2025)"],["Rent a large network's engine","Your inventory; access to that network's advertisers","Auction logic and much of the data flow","Asda adopts Amazon Retail Ad Service (Amazon Ads, 23 Jun 2026); Best Buy moves to Amazon technology in February 2027 (Best Buy, 23 Sep 2026)"],["Hand store screens to a managed partner","Store space and a revenue share","Screen scheduling and in-store data","Grocery TV says it works with more than 120 retailers (company claim) (IAB and Grocery TV, 1 Oct 2026)"],["Sell sponsored products only, then expand","Full control of one format","Offsite and in-store revenue, for now","Tesco Media's Ad Manager launched with Sponsored Products on Kevel infrastructure, with display and video to follow (Grocery Trader, 9 Oct 2026)"]],"sourceUrls":[["https://www.unlimitail.com/news/cooperative-u-chooses-unlimitail-frances-leading-omnichannel-retail-media-player"],["https://www.instacart.com/company/pressreleases/instacart-receives-mrc-accreditation-for-carrot-ads"],["https://advertising.amazon.com/library/news/asda-amazon-ad-tech-partnership","https://corporate.bestbuy.com/2026/amazon-fire-tv-partnership/"],["https://www.prnewswire.com/news-releases/in-store-media-is-evolving-beyond-shopper-marketing-iab-and-grocery-tv-research-finds-302894868.html"],["https://grocerytrader.co.uk/tesco-media-unveils-new-ad-platform-shoppable-formats-and-smarter-in-store-media/"]]}