Self-service Retail Media Networks
The rise of self-service platforms has transformed how brands interact with retail media networks, offering greater control, flexibility, and efficiency. These platforms enable advertisers to directly manage their campaigns, from creation to optimization, without relying on managed services.
As brands and sellers seek to maximize their presence and performance in this diverse retail media landscape, this list helps identify relevant players in the space.
2025 Self-Service Retail Media Networks Directory
How prevalent are self-service capabilities in the retail media industry? How many retail media networks offer self-service platforms? Who are the leading players in self-managed retail media?
The self-service retail media market is experiencing rapid growth, with major marketplaces players like Amazon, Walmart, and Instacart leading the way with robust self-service advertising platforms. These DIY options are transforming how brands interact with retail media networks, offering greater control, flexibility, and efficiency.
As the self-service trend continues to gain momentum, we're seeing increased demand for tools and solutions that can help brands streamline their efforts across various self-service retail media platforms.
At mimbi, we decided to collect as much data as possible and share it with the community. As this is a fast moving environment, we also expect the community to help us update, correct and evolve this table to make it a collaborative database that everyone can use.
For now, you’ll find 50+ commerce media networks with self-service platforms with public data we collect (last update January, 2025) for each of them that you can filter.
If you would like to participate, please contact us!
Market Analysis (Q1 2025)
Self-service platforms are critical for advertisers and agencies because they provide direct, real-time control over campaigns. Rather than waiting for lengthy, manual processes, media buyers can instantly adjust budgets, targeting parameters and creative based on performance insights.
This level of agility not only saves time, but also allows for rapid experimentation and data-driven optimisation - ultimately improving return on ad spend and better aligning advertising efforts with overarching brand strategies.
By lowering the barriers to entry, self-service enables retail media networks to more seamlessly onboard mid- and long-tail advertisers, thereby increasing overall demand and fostering a more diverse advertising ecosystem.
DIY advertising platforms are therefore becoming essential for modern retailers. 58% of major retailers now operate as marketplaces, enabling third-party sellers to promote their product assortments and create more sophisticated advertising opportunities.
Physical retail remains a cornerstone of the industry, with nearly two-thirds of retailers maintaining brick-and-mortar locations while simultaneously developing their digital presence. In the US, this hybrid approach is particularly evident among industry leaders like Walmart and Target, who are successfully integrating traditional retail with digital marketplace models.
Geographic expansion is closely tied to marketplace adoption, with multi-regional retailers being 1.4 times more likely to operate marketplace models compared to single-region retailers. This correlation demonstrates how marketplace models facilitate scalability and attract diverse sellers and audiences across different markets through self-managed advertising tools, as exemplified by global players like Amazon, eBay but also local ones like Allegro, Cdiscount, Bol.com or Mercado Livre.
The US market seems to be more advanced, with players like Amazon, Target or Walmart quickly offering a self-service platform. However, there are also strong platforms elsewhere, such as Mercado Libre in LATAM. In Europe, players such as Zalando (ZMS), Allegro (Poland) or BOL.com (Netherlands) offer platforms.
We focus primarily on the US and European markets (top markets are the UK, Germany and France), with partial coverage of LATAM and APAC. Smaller markets are particularly interesting when they are dominated by local retailers that global brands may not necessarily know about. See our full index
For online marketplaces, Retail Media Networks provide a valuable way to monetize customer data and site traffic. For brands or advertisers, Retail Media Networks offer a unique opportunity to reach consumers at critical points in the purchase process, while often providing a more direct attribution of advertising spend to sales.
The data is a mix of technology detected on retailers' websites, data collected from ad tech vendors' websites, and PR and publicly available data. Thanks to the growing retail media community around mimbi, we are getting more and more market insights, that allow us to update data on a monthly basis.
Mimbi.io provides a retail media intelligence platform designed to help both brands and agencies better allocate their budgets and inform the next cycle of their advertising strategy. It provides data aggregation to bring together retail media networks, business data and teams in a transparent way.
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