Welcome to our first edition of the new biweekly Minimart! 🥳 

Today, I want to kick it off with the (evidently not-so-basic) basics:

What even is retail media?

If there's one thing I've learned from talking with dozens of CPG brands and constantly stalking retail media news, it's that everyone has a different definition of "retail media.”

And the confusion is real. Do Hulu ads count as retail media because they're now owned by Walmart? What about paying for premium shelf placement—does that count as retail media? Meanwhile, agencies are rebranding everything from FSIs to subway ads as "retail media" to catch the wave.

Let's cut through the noise: At its core, retail media is advertising on platforms owned or operated by retailers where products are sold. But what's actually worth your marketing dollars? Here’s my take 👇️ 

1. The essentials: Sponsored search and shoppable display ads on retailer platforms (Walmart Connect, Target Roundel) and last-mile delivery apps (Instacart, DoorDash, UberEats). These connect directly to the shopping cart and deliver measurable ROAS.

2. The expansions: In-store digital signage, offsite display, and CTV through retailer platforms. These are technically "retail media" but serve different purposes in the funnel and should be measured differently.

3. The stretches: Social media ads managed through retail platforms or standard display ads with retailer data targeting. These might use retailer data, but the closed-loop measurement is often more limited.

When a retailer rep or agency pitches you their latest "retail media solution," ask yourself: Does this actually connect consumers directly to my products at the point of purchase? Does it provide clear, measurable results that tie to sales?

For emerging brands with limited budgets, I'll always advocate focusing on the essentials first. Master the fundamentals before being distracted by the shiny new retail media extensions popping up every week.

When budgets are limited (and aren't they always?), understanding exactly what "retail media" means for YOUR brand is critical to investing wisely.

— Eleanor

What’s in our cart?

Retail Roundup

Featured retailer marketing updates, deadlines, tips, and more!

🚗 Uber Advertising Partners with Instacart Carrot Ads for CPG Reach

Uber Advertising just announced a significant partnership with Instacart, leveraging Carrot Ads to expand CPG advertisers' reach across the Uber Eats grocery and retail marketplace in the US.

Partnership highlights:

• CPG advertisers can now reach millions of high-intent grocery shoppers on Uber Eats through Instacart's Carrot Ads solution

• As of April 9th, campaigns created in Instacart Ads Manager will automatically extend across the Instacart ecosystem AND Uber Eats grocery marketplace

• Shoppable Display format coming to Uber Eats through this integration in the second half of 2025

What this means for your strategy: This collaboration creates a powerful new avenue for CPG brands of all sizes to efficiently reach consumers across multiple platforms. For brands already using Instacart Ads Manager, this expansion offers additional reach without creating separate campaigns. The partnership particularly benefits mid-size and smaller CPG brands looking to scale their digital shelf presence across multiple platforms with streamlined campaign management.

Hayden Consultancy Clients Running H-E-B Self-Service Sponsored Search 🔍️ 

Hayden Consultancy is so excited to partner up with H-E-B to run self-serve Sponsored Search for our clients! This removes ad spend minimums and allows brands of all sizes to advertise their products supporting the retailer.

Thanks for reading!

— Eleanor