Best Buy Ads: Best Buy's retail media network for electronics shoppers

Best Buy sells things people research for weeks and replace every few years. That gives its data a time dimension: Best Buy knows what a household owns and roughly when it may upgrade. Best Buy Ads says its connected TV targeting uses "device ownership, refresh cycles and purchase intent" (Best Buy, 28 September 2026). It also claims that one-third of US computer and TV sales happen at Best Buy (company claim, Best Buy Ads).

That data is valuable to brands that sell nothing in the store. A streaming service, an internet provider or an insurer can reach people who just bought a new TV or laptop. Best Buy pitched autos, quick-service restaurants and financial services as targets from its 2022 launch (Digiday, 4 January 2022). Its 2026 store takeover packages are open to both endemic and non-endemic brands (Best Buy, 16 September 2025).

The second difference is a technology choice. Best Buy will not build its own programmatic stack. From February 2027 Best Buy Ads will use Amazon Ads' programmatic technology to plan, activate, optimise and measure campaigns (Best Buy, 23 September 2026). The same deal opens Fire TV ad inventory on Best Buy's Insignia TVs to Best Buy Ads. A specialty retailer is renting its ad engine from Amazon, which makes it a test case for others weighing the same choice.

Best Buy also says little in numbers. It does not report ad revenue, but it credits the ad business in its results.

Onsite. Sponsored products and paid search sit in BestBuy.com search results and product pages. Standard, high-impact and rich-media display add brand placements (Best Buy Ads).

Offsite. Best Buy sells display, retargeting and video across the web, plus social campaigns on Facebook, Instagram, TikTok, Pinterest, Snapchat and Reddit. Social+, launched in March 2025, runs Meta's Advantage+ shopping campaigns with Best Buy data (Best Buy, 20 March 2025). Connected TV includes Fire TV on Insignia sets and a bundle with LG and Roku.

In-store. Best Buy's stores are full of screens. Advertisers can buy TV walls and PC monitors, proximity messages, and from 2026 takeover packages that cover windows, entrances, TV walls and checkout (Best Buy, 16 September 2025). The in-store retail media guide explains how such screens are measured.

Best Buy Ads builds audiences from purchases, memberships, browsing and service history. It claims 43 million customer interactions a week, 15,000 attributes and a 93% revenue identification rate, meaning most sales are tied to a known customer (company claims, Best Buy Ads). Its paid memberships, My Best Buy Plus and My Best Buy Total, add a signal on loyal households.

Brands get audiences and aggregated reports. Best Buy names no clean room vendor on its public pages. Offsite, Best Buy activates its segments inside partner platforms, and from February 2027 inside Amazon's programmatic tools.

Best Buy Ads reports closed-loop sales online and in stores. In September 2025 it said campaigns delivered an average incremental return on investment above 3.75 times (company claim, Best Buy, 16 September 2025). In September 2026 it added multi-touch attribution and more incrementality testing. A Circana study found Best Buy Ads beat the national media return on ad spend average by 17% (company-commissioned, Best Buy, 28 September 2026).

We found no Media Rating Council accreditation. The measurement standards guide sets out what an independent audit would add.

1. Choose endemic or non-endemic. Vendors whose products Best Buy sells usually start with sponsored products. Other brands start with audiences, CTV or store takeovers.
2. Open My Ads for self-service reporting and the channels already enabled (Best Buy, 6 March 2023). Agencies can plan onsite and offsite campaigns there.
3. Work with the Best Buy Ads team for in-store packages, Best Buy Studios creative and CTV.
4. Plan for the Amazon switch. Programmatic campaigns booked for 2027 will run on Amazon Ads technology from February; see the Amazon DSP profile for how that stack works.
5. Agree the incrementality test and the attribution window before launch, since purchase cycles for electronics are long.

It suits:

• consumer electronics, appliance, gaming and smart-home vendors;
• non-endemic brands that sell to new device owners, such as streaming, telecom, insurance and auto;
• advertisers that want big in-store screens in the product aisle.

It suits less:

• low-price, high-frequency categories that Best Buy does not sell;
• buyers who need disclosed ad revenue or audited metrics to justify the spend;
• teams that want to keep programmatic buying outside Amazon's tools once the switch happens.

• Best Buy Ads revenue for any period.
• A minimum spend for self-service or managed campaigns.
• Clean-room vendors and member counts for My Best Buy Plus and Total.
• Any earlier name for the network.
• Whether Jason Bonfig, who oversaw Best Buy Ads, took office as CEO on 1 November 2026 as planned (Best Buy, 22 April 2026).

1. Digiday, "Best Buy launches its own in-house media network" (4 January 2022). https://digiday.com/media/best-buy-launches-its-own-in-house-media-network/
2. Best Buy, "Best Buy Ads launches My Ads" (6 March 2023). https://corporate.bestbuy.com/2023/best-buy-ads-launches-my-ads/
3. Best Buy, Social+ announcement (20 March 2025). https://corporate.bestbuy.com/2025/social-plus/
4. Best Buy, Best Buy Ads showcase (16 September 2025). https://corporate.bestbuy.com/2025/best-buy-ads-showcase/
5. Best Buy, Best Buy Ads store footprint (16 September 2025). https://corporate.bestbuy.com/2025/best-buy-ads-store-footprint/
6. Best Buy, "Best Buy Reports Q4 FY26 Results" (3 March 2026). https://corporate.bestbuy.com/2026/best-buy-reports-q4-fy26-results/
7. Best Buy Co., Inc., Form 10-K for fiscal 2026 (18 March 2026). https://www.sec.gov/Archives/edgar/data/764478/000076447826000009/bby-20260131.htm
8. Best Buy, CEO succession plans (22 April 2026). https://corporate.bestbuy.com/2026/ceo-succession-plans/
9. Best Buy, "Best Buy Reports Q2 FY27 Results" (27 August 2026). https://corporate.bestbuy.com/2026/best-buy-reports-q2-fy27-results/
10. Best Buy, Amazon Fire TV partnership (23 September 2026). https://corporate.bestbuy.com/2026/amazon-fire-tv-partnership/