Retail media now runs through a stack of retailer ad networks and the software platforms that sit on top of them. Each one only pays off when someone on the team owns it. Each guide below covers what the tool does, why it needs a dedicated owner, which role that owner should be, and what to screen for when hiring them.
Retail Media Network
Amazon Ads
Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP, and Amazon Marketing Cloud.
Owner: Amazon Advertising / Retail Media Manager
Commerce Media Platform
Pacvue
Campaign management, automation, and reporting across Amazon, Walmart, Instacart, and 100+ marketplaces.
Owner: Retail Media Manager / Director of Retail Media
Omnichannel Commerce Media Platform
Skai
One platform for retail media, paid search, and paid social, with cross-channel measurement.
Owner: Director of Retail Media / Performance Marketing Lead
Amazon Seller Tools
Helium 10 / Jungle Scout
Keyword research, listing optimization, product research, and sales estimates for Amazon sellers.
Owner: Amazon Channel Manager / Marketplace Manager
Retail Media Network
Walmart Connect
Walmart's retail media network: Sponsored Search, display, in-store screens, and offsite media.
Owner: Retail Media Manager (Walmart)
Retail Media Network
Roundel
Target's retail media network, built on Target and Target Circle shopper data.
Owner: Retail Media Manager / Shopper Marketing Manager
Retail Media Network
Instacart Ads
Sponsored product and display ads on Instacart, plus retailer media networks powered by Carrot Ads.
Owner: Retail Media Manager / Shopper Marketing Manager (Grocery)
Retail Media Technology
Criteo
Retail media technology that powers many retailers’ ad networks, plus onsite and offsite buying.
Owner: Retail Media Manager (Multi-Retailer)
Retail eCommerce Management Platform
CommerceIQ
Retail media, sales, digital shelf, and supply chain data in one platform, built for enterprise consumer brands.
Owner: Director of eCommerce / Retail Media Manager (Enterprise CPG)
Retail Media Technology
CitrusAd
The technology behind many retailers' sponsored product ads, now part of Epsilon Retail Media with offsite reach.
Owner: Retail Media Manager (Multi-Retailer)
Building a retail media team? See typical pay for these roles in the 2026 eCommerce Salary Guide, and the Shopify-side equivalent of this guide in Shopify Plus Apps and Who Should Run Them.