Retail media, planned across the retailer network.
Walmart Connect, Target Roundel, Kroger Precision, Instacart, and the rest — planned as part of the broader paid program, not as a procurement decision per retailer.
Most retail media programs are run retailer-by-retailer in isolation.
Retail media inventory is closed-loop. The retailer owns the customer data, the conversion event, and the reporting. That makes performance look great on each retailer's dashboard and makes cross-retailer planning, brand-keyword coordination, and incrementality measurement structurally hard.
We plan retail media across the retailer network with the same standard as the rest of the paid program: brand-keyword strategy coordinated across retailers and search, sponsored mix sized to funnel role, incremental contribution measured beyond retailer-attributed sales.
Three structures that hold retail media to business growth.
Plan retail media across retailers, not retailer-by-retailer.
Walmart, Target, Kroger, Instacart, and the rest each have distinct audiences and category dynamics. We plan share of spend and creative strategy across the retailer mix, not in retailer-by-retailer silos optimizing each in isolation.
Coordinate brand-keyword presence across retailers and search.
Brand searchers find your brand wherever they shop. We coordinate brand-keyword spend across retailers, Amazon, and Google to optimize total contribution — not channel-attributed ROAS.
Measure what retail media actually contributed.
Retailer-attributed sales include existing demand the brand would have captured anyway. Geo holdouts, MMM, and panel-based attribution measure what the spend actually moved, beyond the retailer's closed-loop report.
Our approach
- 01Retailer selection based on category fit, audience overlap, and incremental opportunity
- 02Cross-retailer spend allocation against marginal contribution, not retailer-attributed ROAS alone
- 03Sponsored search, sponsored display, and on-site placements sized to funnel role
- 04Brand-keyword coordination across retailers, Amazon, and Google
- 05Incrementality measured through geo holdouts, MMM, and panel data — beyond retailer attribution
Outcomes
- Retail media spend running across retailers as one program, not retailer-by-retailer
- Incremental contribution measured beyond retailer-attributed sales
- Confidence to scale retail media budget on numbers that hold up cross-retailer
Common questions about retail media.
- What's the difference between retail media and Amazon Ads?
- Amazon Ads runs on Amazon's marketplace. Retail media is the broader category — Walmart Connect, Target Roundel, Kroger Precision Marketing, Instacart Ads, Best Buy Ads, Albertsons Media Collective, and the rest of the retailer ad networks. We run both, but they're distinct planning surfaces with distinct audiences.
- How do you handle measurement when each retailer owns its data?
- Retailer-attributed sales include existing demand the brand would have captured anyway — and the retailer can't show you the counterfactual. We measure incrementality through geo holdouts where retailers support them, MMM that includes retail media spend as a signal, and panel-based attribution where available.
- How do you allocate spend across retailers?
- Against marginal contribution to growth, not retailer-attributed ROAS. Walmart Connect, Target Roundel, Kroger Precision, and Instacart serve different audiences with different category dynamics. We plan share of spend against the role each plays, not against the easiest retailer-by-retailer reporting metric.
- Which retailer ad networks do you work with?
- Walmart Connect, Target Roundel, Kroger Precision Marketing, Instacart Ads, Best Buy Ads, Albertsons Media Collective, and the rest of the major retail media networks. The mix depends on category, audience, and incremental opportunity — not on the number of retailers we can list.
- How is QRY different from a typical retail media agency?
- Most retail media is run retailer-by-retailer by category specialists optimizing each platform in isolation. We plan retail media across retailers as part of the broader paid program — coordinating brand-keyword spend, sizing sponsored mix to funnel role, and measuring incremental contribution beyond retailer reporting.
Talk through your retail media program.
Start with a short strategy conversation. We'll assess fit and outline how retail media could be planned across retailers for your brand.