Wawa retail media network: how Goose Media Network works and how to buy it

Wawa built its network with one advertising group. Publicis Sapient, Epsilon and CitrusAd all belong to Publicis Groupe, and Publicis Sapient called the network an extension of its existing partnership with Wawa (Publicis Sapient, 27 February 2024). Strategy, data services and ad serving therefore come from a single group. That can make set-up simpler for a buyer who already uses Epsilon Retail Media. It also means you should ask which reports come from Wawa and which from its partners.

The store visit is long for a convenience chain. Placer.ai measured an average Wawa visit of 11.4 minutes in the first quarter of 2024, against 4.6 minutes on Wawa's website. It also found that 60.1% of Wawa visitors came at least twice a month in May 2024 (CSP on Placer.ai, 10 July 2024). Wawa sells custom-prepared hoagies and other fresh food, so many shoppers wait in the store. Yet the network's own page lists only web, app and offsite placements, not store screens.

The digital audience is much smaller than the store audience. Wawa cites 684 million customers a year but 4 million quarterly active app users (Wawa, accessed 9 November 2026). Targeting and measurement depend on the share of shoppers Wawa can recognise. A brand should ask how many of its buyers that share covers before it judges any result.

Onsite and app. Brands run custom ads, campaigns and offers on Wawa's websites and in the Wawa app. The 2024 launch release named these surfaces first (CSP, 27 February 2024).

At the pump. The launch included video at the pump. Wawa's current page does not list it, so confirm whether pump video is still sold and on which screens. Pump and store media are compared in in-store retail media.

Offsite. Wawa offers "offsite custom targeting", which places ads on other sites using Wawa audiences, a form of offsite media. Partner platforms are not named.

Wawa said at launch that the network runs on its "recently transformed digital experience and tech infrastructure" (Publicis Sapient, 27 February 2024). The current page lists onsite targeting and offsite custom targeting (Wawa, accessed 9 November 2026). Wawa has not described which purchase data feeds audiences or what brands receive. Ask whether store transactions linked to app accounts are used, and whether reports are aggregated.

Wawa's only published result is "2x brand level ROAS" (company claim, Wawa, accessed 9 November 2026). Return on ad spend (ROAS) compares sales with media cost. Wawa does not say whether the figure counts store sales, which attribution window applies, or whether a control group was used. Compare any report with retail media measurement standards explained.

1. Start with your Wawa merchant. At launch the network served existing vendor partners, who were told to contact the Goose Media Network team.
2. Ask for the current menu. Confirm web, app, pump and offsite placements, plus specifications and prices.
3. Agree audiences. Ask how audiences are built and whether app identity or store purchases are used.
4. Plan by geography. Wawa's Florida store count rose from 167 in January 2019 to 280 in April 2024 (CSP on Placer.ai, 10 July 2024). Ask for store and app reach by state.
5. Set measurement terms. Define ROAS, attribution window and store-sales inclusion before launch.

It suits:

• food, drink and snack brands already stocked by Wawa;
• brands launching in Wawa's East Coast and Florida markets;
• buyers who already work with Epsilon or Publicis.

It suits less:

• brands not sold at Wawa;
• advertisers who need self-serve buying;
• teams that need an audited measurement method.

• A full format list, specifications or prices.
• Whether pump video is still sold in November 2026.
• Which data builds audiences, and the share of sales linked to identified customers.
• The method behind the "2x brand level ROAS" claim.
• Self-serve access, minimum spend and the "Coming Soon" item.
• Revenue of the network. Wawa is private and does not report it.

1. Wawa, "Goose Media Network" page (accessed 9 November 2026). https://www.wawa.com/goose-media-network
2. Publicis Sapient, "Wawa Announces Launch of its Retail Media Network" (27 February 2024). https://www.publicissapient.com/company/news/wawa-announces-launch-of-its-retail-media-network
3. CSP, "Wawa Launches Retail Media Network" (27 February 2024). https://cspdailynews.com/technologyservices/wawa-launches-retail-media-network
4. Path to Purchase Institute, "Wawa Unveils Retailer Media Network" (27 February 2024). https://p2pi.com/wawa-unveils-retailer-media-network
5. C-Store Dive, "Wawa debuts retail media network" (28 February 2024). https://www.cstoredive.com/news/wawa-retail-media-network-goose-media-network/708701/
6. CSP, "How Wawa's Retail Media Network Is Poised for Success" (10 July 2024). https://cspdailynews.com/technologyservices/how-wawas-retail-media-network-poised-success