{"id":196446,"date":"2025-04-21T10:45:44","date_gmt":"2025-04-21T10:45:44","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/meta-is-chasing-retail-media-budgets\/"},"modified":"2025-04-21T10:45:44","modified_gmt":"2025-04-21T10:45:44","slug":"meta-is-chasing-retail-media-budgets","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=196446","title":{"rendered":"Meta Is Chasing Retail Media Budgets"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><a href=\"https:\/\/www.adweek.com\/category\/retail-media\/\" target=\"_blank\">Retail media is expected to be a $62 billion pie<\/a> per Emarketer, and Meta is quietly angling for a chunk of it.<\/p>\n<p>Over the past year, the tech giant has been sharing more data, rolling out new products, and updating old ones, all geared at retailers, eight sources told ADWEEK.<\/p>\n<p>Meta is doing this as retail media sellers are building tools that let them place ads off their owned-and-operated sites, said Sammy Rubin, vp of integrated media at Wpromote. Many sellers are now buying ads on CTV platforms like <a href=\"https:\/\/www.adweek.com\/convergent-tv\/roku-growth-jay-askinasi-upfront\/\" target=\"_blank\">Roku<\/a>. If Meta doesn\u2019t step up its retail media offering, it risks losing out on attracting those dollars, multiple sources said.<\/p>\n<h4 class=\"wp-block-heading\">Meta is helping prove that retail media ads worked<\/h4>\n<p>One of Meta\u2019s most significant new products is an API that allows online marketplaces that sell products from third parties to run ads on Meta, multiple sources told ADWEEK. Most importantly, the API collects data that lets both the marketplace and brand know whether those ads drove sales.<\/p>\n<p>In a hypothetical example, if DeWalt buys an ad that appears on Meta to get people to buy a drill at Home Depot, now Meta\u2019s API will let both DeWalt and Home Depot know if that ad resulted in a sale, said James Avery, CEO and founder of Kevel.<\/p>\n<p>While Meta launched the API in 2021, it was initially only available to marketplaces with at least 20,000 unique sellers\u2014a high threshold for nascent retail media networks. Meta dropped the 20,000 requirement in 2024.<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/commerce\/home-depot-is-hosting-a-second-annual-event-to-pitch-its-advertising-arm\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/03\/home-depot-infronts-2025.jpg?w=640&amp;h=360&amp;crop=1\" alt=\"Orange Apron Media\" s=\"\" two-day=\"\" event=\"\" at=\"\" truist=\"\" park=\"\" in=\"\" atlanta=\"\" courts=\"\" advertisers=\"\" big=\"\" and=\"\" small.=\"\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<h4 class=\"wp-block-heading\"><strong>Marketers say Meta needs to staff up<\/strong><\/h4>\n<p>There are two other recent examples of how Meta is jockeying for a larger piece of retail media. <\/p>\n<p>Last spring, Meta started sharing <a href=\"https:\/\/www.adweek.com\/commerce\/advertisers-can-now-automatically-target-best-buy-shoppers-on-facebook-and-instagram\/\" target=\"_blank\">product-level reporting<\/a> with advertisers that lets retailers match SKU-level data back to sales, helping them to track which ads worked.<\/p>\n<p>Meta has also begun sharing \u201cimpression logs\u201d with at least two retailers, which use Meta ad impression data to help retail media networks track how Meta users interact with ads and whether they lead to the sales of individual products. One source at a retail media firm told ADWEEK that two of its retailer clients have been given \u201chands-on access\u201d to these impression logs for the first time from Meta, with two more in talks for access.<\/p>\n<p><!--nextpage--><\/p>\n<p>While retailers have had limited access to this data since 2018 through Meta\u2019s Advanced Analytics, direct access to impression logs gives them the data themselves. Previously, third-party retail measurement firms provided this data.<\/p>\n<p>\u201cNow you can be hands-on and see the impression logs and query against them as you see fit,\u201d the source told ADWEEK.<\/p>\n<p>While Meta is giving more retailers impression data, the source expected the process to be very labor intensive, and suggested that Meta might need to hire more staff to do so.<\/p>\n<p> \u201cWe\u2019re always testing new measurement solutions with our partners,\u201d a Meta spokesperson said, but declined to share details around impression logs.<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/commerce\/lyft-strikes-deal-with-stackadapt-to-funnel-more-programmatic-demand-to-its-ad-network\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/04\/lyft-stackadapt-2025.jpg?w=640&amp;h=360&amp;crop=1\" alt=\"The rideshare app is also working with Kevel to power its ad server.\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<h4 class=\"wp-block-heading\"><strong>Meta\u2019s new connection to in-person commerce<\/strong><\/h4>\n<p>In March, Meta introduced a way for retailers to run multi-product carousel ads on Facebook and Instagram, directing users to both ecommerce websites or physical stores. These carousels can use AI to send highly-personalized ads to specific consumers.<\/p>\n<p>It\u2019s part of Meta\u2019s effort to enable \u201comnichannel optimization,\u201d according to Karin Tracy, group lead for retail and ecommerce at Meta. Though still in beta, the ads aimed at driving in-store and ecommerce sales are driving a 21% higher incremental return on ad spend compared to ads only aimed at driving ecommerce sales, she said.<\/p>\n<p>\u201cWith retail media networks, we\u2019re here to be their partner,\u201d Tracy told ADWEEK. <\/p>\n<p>These product updates come at a needed time, as Meta is facing tight competition with other social media platforms to cozy up to retailers.<\/p>\n<p>\u201cSnap and TikTok have also shown up in the last three-to-six months in a way that they really weren\u2019t, historically,\u201d one retail media source said.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Retail media is expected to be a $62 billion pie per Emarketer, and Meta is quietly angling for a chunk of it. Over the past year, the tech giant has been sharing more data, rolling out new products, and updating old ones, all geared at retailers, eight sources told ADWEEK. Meta is doing this as [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":196447,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[44067,14557,10999,11435,2782,67164,67694],"dealstore":[],"offerexpiration":[],"class_list":["post-196446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-budgets","tag-chasing","tag-media","tag-meta","tag-retail","tag-retail-media-networks","tag-retail-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Meta Is Chasing Retail Media Budgets - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=196446\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=196446&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Meta Is Chasing Retail Media Budgets - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Retail media is expected to be a $62 billion pie per Emarketer, and Meta is quietly angling for a chunk of it. 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