Retail media network tiers

Retail media network tiers are an informal way of grouping retail media networks by scale and maturity, from the largest networks with self-serve tools and offsite reach down to smaller regional or specialist networks.

No standards body defines the tiers. Analysts, agencies and directories draw the lines differently, usually by advertising revenue, digital traffic, store count, loyalty membership, self-serve buying, offsite reach and measurement quality. A common split puts Amazon and Walmart at the top, followed by large national retailers and delivery platforms, then regional grocers, convenience chains and specialist retailers.

Tiers exist because scale is so uneven. WARC forecasts global retail media spend of $200.4 billion in 2026 and growth of 11.5% in 2027, but only 9.8% excluding Amazon (The Desk on WARC, August 2026). Walmart reported that its global advertising business grew 38% in the second quarter of fiscal 2027, with Walmart Connect in the US up 43% excluding VIZIO (Walmart, 20 August 2026).

Tiers shape buying. Brands tend to run always-on budgets with the top networks and test smaller ones, which need simple buying paths and comparable measurement to win budget. The planned retail media networks directory covers 150 networks and states its own grouping rules.

Example: A snack brand puts 70% of its retail media budget into its two largest retail partners, 25% into five national grocers and drugstores, and 5% into tests with regional chains. It judges each tier on incremental sales per dollar, not on reach alone.

Related terms: retail media network, commerce media network, take rate, retail media self-serve, sponsored products.

Authoritative source: No standards body defines the tiers. The scale data behind any tiering come from company disclosures such as Walmart, "Walmart Releases Q2 FY27 Earnings" (20 August 2026).