Programmatic Retail Media Glossary: 2025 Key Terms

TL;DR

We know you’re busy. Here are the essentials:

• Programmatic retail media is booming as retailers launch their own retail media networks to monetize first-party data and drive ad spend growth.
• Core concepts like DSPs, SSPs, onsite vs. offsite ads, and closed-loop measurement define how campaigns are planned, bought, and optimized.
• Commerce media is the next phase, expanding retail media across multiple retailers, physical stores, connected TV, and digital out-of-home.
• Advertisers, brands, and agencies gain more control with programmatic platforms that deliver contextual relevance, performance metrics, and access to premium inventory.

Retail media is rewriting the rules of digital advertising, and programmatic is at the heart of it.

To keep up with rapid retail media growth, marketers need to master the language, tools, and tactics driving this next phase of commerce media.

Before diving into the glossary, let’s look at why programmatic retail media is driving retail media growth and reshaping digital advertising.

Why programmatic retail media matters today

Retail media growth is booming. Retailers now turn websites, apps, and stores into advertising channels, fueling the rise of commerce media.

Ad spend is moving from third-party data to first-party data. Brands and agencies see retail media as the smarter way to reach shoppers and measure results.

For retailers, programmatic retail media creates new revenue streams. For advertisers, it enables precise targeting, stronger performance metrics, and more effective campaigns.

Next, let’s break down the key terms every marketer needs to know.

Core programmatic retail media terms every marketer must know

Programmatic advertising

Programmatic advertising is the automated buying and selling of ads. Instead of manual negotiations, programmatic platforms use real-time data to place ads with greater speed and accuracy. This allows advertisers to reach high-intent audiences, improve campaign effectiveness, and lower operational costs.

Demand-Side Platform (DSP)

A DSP is the tool advertisers, brands, and agencies use to buy digital advertising across multiple retailers and other channels. DSP access gives programmatic buyers more control, letting them run campaigns, choose audience segments, and track performance metrics from a single platform.

Supply-Side Platform (SSP)

An SSP works on the sell side. Retailers and publishers use SSPs to manage ad placements and connect with programmatic advertisers. By offering premium inventory and self-service options, SSPs help maximize revenue while ensuring brand safety and ad quality.

Retail media network

A retail media network is when major retailers create their own advertising platform. Brands and agencies can purchase ad formats across retailer websites, apps, and in-store digital screens to reach shoppers with contextual relevance. Many retail media networks are now central to retail media growth.

Inventory in retail media

Inventory includes all the spaces where ads can appear: onsite placements like product pages, category pages, and search terms, plus offsite ads across the open web. Retailers also extend inventory into physical stores, connected TV, and digital out-of-home (DOOH).

Impressions and sessions

An impression is every time an ad is displayed, whether clicked or not. Pageviews and sessions, by contrast, measure website engagement: pageviews count loads, while sessions capture a shopper’s full visit. Together, these performance metrics help advertisers evaluate campaign effectiveness.

CPM and CPC

CPM (cost per mille) is the price to show an ad 1,000 times. CPC (cost per click) charges only when a shopper clicks. Both ad spend models are common in programmatic ad buying, with CPM often used to build reach and CPC to drive sales.

Incremental effect

Incremental effect measures the added value of an ad campaign. By comparing exposed and control groups, advertisers can see whether their media investments generate sales that would not have happened otherwise. This is key for closed-loop attribution and campaign effectiveness.

Sponsored product ads

Sponsored product ads boost the visibility of specific items on a retailer’s site. These ads often appear in search results or on product pages and are one of the most effective tactics for reaching shoppers with high intent.

Onsite, offsite, and in-store ads

Onsite ads run directly on a retailer’s website or app. Off-site ads appear across the open web, driving traffic back to the store. In-store digital screens and DOOH extend campaigns into physical stores, enabling omnichannel strategies that reach shoppers everywhere.

Banner ads

Onsite banner ads are larger formats placed on retailer websites or apps. They are designed for brand awareness, contextual relevance, and premium inventory exposure, often as part of broader retail media campaigns.

Digital out of home (DOOH)

DOOH brings retail media into public spaces with digital billboards, transit screens, and shopping mall displays. Combined with shopper data and programmatic ad buying, DOOH gives advertisers more control and connects retail campaigns to other channels.

Commerce media

Commerce media expands retail media beyond retailer websites. It combines onsite, offsite, CTV, and DOOH into omnichannel strategies that follow shoppers across the path to purchase.

First-party data

First-party data comes directly from retailer websites, apps, and stores. It is highly accurate, privacy-safe, and the foundation of most retail media offerings.

Third-party data

Third-party data is collected by outside providers. With privacy changes reducing its reliability, programmatic advertisers now rely more heavily on first-party data.

Audience segments

Audience segments are shopper groups defined by demographics, behaviors, or purchase intent. Programmatic marketers use them to target relevant audiences and run campaigns more effectively.

Closed-loop measurement

Closed-loop measurement tracks the shopper journey from ad impression to purchase. It shows exactly how retail media campaigns impact sales and campaign effectiveness.

Closed-loop attribution

Closed-loop attribution assigns credit directly to a programmatic retail media campaign. It helps brands and agencies understand the unique value of their media investments.

Omnichannel strategies

Omnichannel strategies combine onsite, offsite, in-store digital, connected TV, and DOOH. This allows advertisers to reach shoppers across multiple retailers and channels with consistent messaging.

Connected TV (CTV)

Connected TV ads run on smart TVs and streaming platforms. They extend retail media campaigns beyond websites and stores, reaching shoppers through programmatic media buying.

Premium inventory

Premium inventory refers to high-quality ad placements, such as homepage banners or curated in-store digital screens. These formats ensure visibility, brand safety, and stronger campaign performance.

Brand safety

Brand safety ensures that ads appear in suitable environments. Retail media networks and programmatic platforms safeguard brands by controlling ad placements.

Contextual relevance

Contextual relevance matches ads to shopper intent. Examples include placing sponsored product ads next to relevant search terms or showing complementary products on category pages.

Self-service platforms

Self-service platforms let advertisers and agencies control their programmatic ad buying. They provide transparency, real-time data, and the flexibility to run campaigns independently.

Ad quality

Ad quality measures how well an ad meets technical and creative standards. High ad quality drives better shopper engagement and ensures campaign effectiveness.

The Trade Desk

The Trade Desk is a leading programmatic platform often used to buy retail media inventory. It enables advertisers to access premium inventory across multiple retailers and other channels.

Mastering these terms gives you the clarity to navigate retail media campaigns with confidence.

Putting programmatic retail media into practice

Programmatic retail media isn’t just jargon. It’s the backbone of how retailers, brands, and agencies run smarter ad campaigns, reach high-intent audiences, and make better use of first-party data. The glossary gives you the tools to keep up with retail media growth and the shift toward commerce media.

Ready to see how Voyado can help you apply these tactics? Book a demo to get started today.