Retail Media is one of the fastest-growing segments of digital marketing, giving brands the ability to engage with shoppers at the exact moment they make purchasing decisions.
Key Features of Retail Media:
Focus on the Point of Purchase:
Retail Media influences buying decisions precisely at the point of sale — both online and in physical stores.
Use of Retailer-Owned Channels:
Ads are displayed via the retailer’s own platforms — websites, mobile apps, in-store digital screens, etc.
Data-Driven Targeting:
Retailers leverage their first-party data (information collected directly from customers) to ensure accurate and effective ad targeting.
Benefits of Retail Media:
- For brands. Increased visibility, higher conversion rates, and improved targeting thanks to retailer data.
- For retailers. An additional revenue stream from selling advertising space.
- For consumers. More relevant and personalized product recommendations.
Retail Media is a powerful tool for both brands and retailers — helping brands reach consumers at the most critical moment while enabling retailers to monetize their platforms and customer data.
Common Use Cases:
- Sponsored Products. Ads for products aligned with user search queries.
- In-Store Digital Displays. Advertising shown on screens in physical retail spaces.
- Promo Emails & Push Notifications. Personalized offers based on browsing or purchase history.
- Onsite Ads. Banners and recommendations shown on the retailer’s own website.
- Offsite Ads Using Retailer Data. Targeted ads shown on third-party sites and social networks.
According to a recent McKinsey study, the Retail Media market in Europe is expected to reach €31 billion by 2028 and €41 billion by 2030, with an average annual growth rate of approximately 20%.
However, despite this explosive growth, not all companies achieve the expected ROI. Content quality remains the key success factor — even the most precisely targeted and expensive ad campaigns fall flat if the product content doesn’t meet customer expectations.
Why Content Quality Matters in Retail Media
Retail Media enables brands to influence consumers at the decision-making moment. But if the product content isn’t relevant or trustworthy, the ad won’t perform.
What really matters:
- Completeness and accuracy. Inaccurate or incomplete information reduces trust and conversion.
- Visual presentation. High-quality images and infographics boost engagement and increase purchase likelihood.
- Relevance and freshness. Outdated content immediately pushes customers away.
Key Content Challenges in Retail Media:
- Fragmented Data Sources:
Without a centralized system, inconsistencies and errors are common. - Lack of Standardization:
Each platform has different content requirements, making scaling difficult and time-consuming. - Manual Workload:
Manually adapting content leads to high costs and slow time-to-market. - Where PIM Comes In
To run effective Retail Media campaigns, brands need to:
- Quickly launch campaigns with new products
- Maintain consistent content across all channels
- Adapt product names, images, pricing, and promos for different platforms and audiences
- A PIM system becomes the single source of truth and control for all product content.
What PIM + Retail Media Can Do Together
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Real-Time ERP Data Sync
MARKETPROVIDER pulls product data — prices, stock levels, availability — directly from ERP systems.
As a result:
- Ads always show current pricing and availability
- Discounts and promos are accurate
- No risk of promoting unavailable products
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Instant Feed Updates
Any change in the PIM (name, image, price, stock) is instantly reflected in feeds for Google Shopping, Meta Ads, Marketplaces, and more.
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Scalability
Flexible export templates allow content to be adapted for dozens of formats (CSV, XML, JSON).
AI features automate the generation of descriptions, translations, headlines, and SEO metadata.
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Personalization and DCO
Structured data allows content to be dynamically adapted for different audiences:
- Gender, age, interests
- Regions and languages
- DCO campaigns with visuals and messaging personalized in real time
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Visual Content Automation
Figma integration enables:
- Mass updates to infographics
- Dynamic insertion of up-to-date prices, features, and text
- Banner creation using templates and export to DAM or feed systems
Real-World Flow:
ERP → MARKETPROVIDER (content enrichment) → feed export → ad campaign launch
Key Features of MARKETPROVIDER:
- Centralized Data Management
A single source of truth for product data means fewer errors and full consistency across campaigns.
- Automation and Flexibility
Quickly create, edit, and export feeds in any required format for different platforms.
- Visual Content Creation
Integrated with Figma for bulk infographic creation and easy image resizing — ideal for brands with wide product catalogs.
- AI-Powered Content
MARKETPROVIDER integrates ChatGPT for attribute enrichment and unique content generation, enhancing product descriptions and increasing engagement.
Results After Implementing MARKETPROVIDER
Clients using MARKETPROVIDER report measurable results within the first few months:
- +15–35% conversion growth due to structured, accurate, and visually optimized content
- –60–70% reduction in content preparation time thanks to automation of adaptation, translation, and feed generation
- +20–50% sales growth in highly competitive or complex product categories
- Faster scaling — launch on new platforms (Google Shopping, Meta Ads, marketplaces) without increasing team size
Who Benefits Most from MARKETPROVIDER
MARKETPROVIDER is especially effective for:
- Complex product categories that require detailed descriptions (e.g., electronics, DIY, sports equipment)
- Highly competitive segments where speed of campaign updates is critical (e.g., cosmetics, fashion, FMCG)
- Products with less obvious use cases that require value explanation (e.g., baby products, B2B tools, wellness)
- Omnichannel sellers who need centralized content control across websites, marketplaces, and ad platforms
- Brands expanding into new markets needing scalable, multilingual content workflows
What Experts and Clients Say
“We spent months manually adapting feeds and editing product cards across marketplaces. After implementing MARKETPROVIDER, our content became centralized, structured, and finally automated. Now we spend three times less time launching ad campaigns — and saw a 28% conversion uplift compared to last year.”
— Olga Lotkova, Owner of an Accessories Brand
“We were surprised by how much high-quality content influences conversions. After adopting a PIM system and focusing on visual content, we saw a 15% sales increase within just a couple of months.”
— Stan Nabokov, Founder of a Sports & Outdoor Brand
“Using PIM MARKETPROVIDER significantly simplified our work with infographics, improved data analysis, and boosted overall efficiency. The system is constantly evolving, with new features making our work even more productive. We highly recommend it to anyone seeking a reliable solution for managing visual content.”
— Daria, Digital Manager, Artsana Group
“Before implementing MARKETPROVIDER, we were spending too much time coordinating between departments just to launch a campaign. Now, all the content lives in one system, and the marketing team simply grabs what they need. This has cut our time-to-market in half and eliminated the chaos.”
— Yulia Serbienko, Marketing Director, Creative Advertising Agency SalesFinder
Conclusion
The effectiveness of Retail Media is directly tied to content quality.
A modern PIM system like MARKETPROVIDER empowers brands to centralize content management, automate delivery, and significantly improve campaign performance.
Implementing MARKETPROVIDER is a strategic move for companies aiming to grow in today’s competitive e-commerce and Retail Media landscape.
