CPG RETAIL MEDIA SPECIALISTS
Win the shelf.
Own the digital aisle.
Marshall Advertising brings enterprise-grade retail media buying to emerging and mid-market CPG brands — across every major network, with transparent attribution down to the SKU.
The Retail Media Opportunity
The digital shelf
is the new store
Retail media has become the most powerful channel for CPG brands — but also the most complex. Most brands are leaving money on the table with fragmented buying, opaque reporting, and platform-driven strategy.
Most Agencies Don't Specialize Here
Retail media requires deep knowledge of each network's auction mechanics, data layers, and attribution methodology. Generalist agencies apply general strategies — and underperform.
Your Competitors Are Already There
Mid-market brands that moved into retail media in 2023-2024 are compounding their advantage. First-party data relationships with retailers are not easily replicated.
Speed of Entry Matters
Prime shelf placements and sponsored search positions are finite and increasingly competitive. The window for efficient arbitrage is open, but not forever.
Closed-Loop Attribution Changes Everything
Retail networks tie ad spend directly to in-store and online purchase data. Every dollar is accountable — but only if you know how to read the signals.
The Retail Media Networks
Every major network.
One expert partner.
We manage active campaigns across all eight major retail media networks — with dedicated knowledge of each platform’s bidding logic, creative specs, and measurement capabilities.
The largest retail media network in the US. Full-funnel closed-loop measurement across physical and digital with CTV integrations and sponsored product placement.
High-income, brand-loyal shoppers. Combines on-site placements with Target Circle loyalty data for surgical audience targeting and brand storytelling.
Unmatched grocery purchase data depth through 84.51. Best-in-class for CPG category targeting, competitive conquest, and household-level behavioral signals.
Reach shoppers with active grocery intent across 1,400+ retail banners simultaneously — unique for multi-banner CPG brands scaling distribution.
75% of US retail media ad share. Sponsored products, DSP, video, and streaming audio backed by the deepest purchase-intent dataset in advertising.
Cross-retailer commerce media reaching 725M+ daily active shoppers. Powerful for retargeting, conquesting, and offsite programmatic with retail-quality signals.
Health and beauty CPG brands benefit from CVS ExtraCare loyalty data — reaching high-frequency HBC shoppers at the pharmacy with precision targeting.
Regional grocery strength across 2,200+ stores. Strong loyalty data and in-store digital signage capabilities for hyper-local CPG activation by market.
What we do
Full-funnel CPG media,
from awareness to cart
Media buying is all we do — and for CPG that means mastering every layer of the retail funnel across every platform your shopper passes through.
Retail Media Network Management
Active campaign management across all eight major networks. Daily bid optimization, competitive intelligence, and closed-loop attribution reporting that shows where every dollar goes.
Core OfferingProgrammatic and Display
Offsite programmatic extensions from retail networks combined with premium inventory through The Trade Desk — extending your retail audiences well beyond owned retailer properties.
Awareness + RetargetingConnected TV and Streaming
Retail-qualified CTV campaigns connecting household purchase behavior to premium streaming environments. Reach your actual buyers — not just category browsers — at scale.
Upper FunnelRetail Media Network Management
Active campaign management across all eight major networks. Daily bid optimization, competitive intelligence, and closed-loop attribution reporting that shows where every dollar goes.
Core OfferingProgrammatic and Display
Offsite programmatic extensions from retail networks combined with premium inventory through The Trade Desk — extending your retail audiences well beyond owned retailer properties.
Awareness + RetargetingConnected TV and Streaming
Retail-qualified CTV campaigns connecting household purchase behavior to premium streaming environments. Reach your actual buyers — not just category browsers — at scale.
Upper FunnelPaid Search
Sponsored search management inside retail networks — where purchase intent is highest — combined with Google Shopping campaigns for full coverage across the entire path to purchase.
PerformancePaid Search
Sponsored search management inside retail networks — where purchase intent is highest — combined with Google Shopping campaigns for full coverage across the entire path to purchase.
PerformanceShopper Media and OOH
In-store digital signage, checkout screens, and out-of-home placements near key retail locations — driving last-mile consideration for CPG brands at the moment of decision.
In-Store + ProximityStrategy, Planning and Attribution
Network selection, budget allocation modeling, audience segmentation, and cross-retailer attribution framework — built before a single dollar is spent so every campaign has a measurable thesis.
FoundationTHE MARSHALL METHOD
How we go from brief to buy
A disciplined four-step process built for CPG — where every decision has a data rationale and every dollar has a measurable outcome.
Category and Competitive Audit
We map your category across every retail network — where competitors are bidding, what placements they are winning, and where the gaps are for your brand.
Network and Budget Strategy
We select the right mix of networks for your category, model expected CPCs and ROAS, and build a spend allocation that prioritizes velocity growth over vanity metrics.
Campaign Build and Launch
Full campaign architecture — keyword strategy, audience segments, creative trafficking, bid structures — built to each network's specifications on a coordinated launch schedule.
Optimize and Report
Weekly bid optimization, monthly performance reviews, and a unified cross-retailer dashboard showing velocity, ROAS, new-to-brand rate, and share of voice.
Agency-Wide
Networks Active
Managed
Buying Expertise
why MARSHALL Advertising
Media Buying is all we do.
Most agencies treat retail media as one line item in a full-service proposal. We have spent 25 years building the relationships, systems, and expertise to make every media dollar work harder.
"At Marshall Advertising, you're not just buying ads — you're forging a partnership that delivers measurable results."
Pure-Play Media Specialists
We do not do creative, PR, or brand strategy. Our entire team and all our buying power is focused on one thing: getting your media to work harder than anyone else's.
Network Relationships That Save You Money
Our volume relationships with retail networks, The Trade Desk, Amazon, and Roku translate into preferred rates, beta access, and firesale inventory your brand cannot access independently.
Attribution You Can Actually Use
We track sales velocity, new-to-brand rate, ROAS, and incremental lift — not impressions. Our reporting connects spend to the metrics your retail buyers actually care about.
Built for Challengers, Not Just Giants
Emerging and mid-market CPG brands are our focus. We know how to stretch a challenger budget further than a category leader's — because we build around smarter spending, not bigger spending.
who we serve
Built for brands on the move
Emerging and mid-market CPG brands that are scaling distribution and ready to compete seriously on the digital shelf.
Let’s Talk
Ready to own your
digital shelf?
Tell us about your brand and we will put together a custom retail media network assessment — at no cost.