Your Retail Media Network’s inventory is the engine that drives ad revenue without disrupting the customer experience. The right setup ensures that ad placements are both profitable for advertisers and relevant to shoppers.
By carefully selecting ad types, page placements, and ad density levels, you can maximize monetization while protecting engagement. This section walks you through the essentials of inventory planning, from understanding what “inventory” means to fine-tuning performance for sustainable growth.
How it works
In a Retail Media Network, inventory refers to the amount of ad space—or the number of available impressions—you have to sell to advertisers. These placements can take several forms, each with unique strengths and optimal uses.
Ad type: Sponsored Products
Sponsored slices - Primary Lists: Sponsored products appear in “sponsored slices”—reserved positions within organic results. Only products already listed organically are eligible, maintaining shopper trust.
Sponsored lists - Carousels: Stand-alone ad modules placed anywhere on a page, such as above a category list or on the homepage. Carousels inherit contextual targeting from the surrounding content or can be assigned a custom theme, such as seasonal promotions.
Page types and placements
Different pages cater to different shopper intents, so ad placements should match accordingly:
| Page type | Primary Lists/sponsored slice | Carousels/sponsored list |
|---|---|---|
| Start page | n/a | Feature offers, new arrivals |
| Campaign page | Enabled (product boosted) | Campaign product highlights |
| Category page | Enabled (product boosted) | Related-category cross-sell |
| Search result | Enabled (product boosted) | n/a |
Ad density strategy
Ad density—the ratio of ads to organic content—directly affects both revenue potential and user experience. Treat it as an adjustable lever:
- Start small: Begin with conservative placements to maintain a seamless shopping journey.
- Measure performance: Track metrics like fill rate, eCPM, conversion rates, and engagement.
- Scale gradually: Increase placements incrementally based on proven demand and performance data.
- Maintain clarity: Ensure all sponsored content is clearly labeled and visually distinct from organic listings.
This iterative, data-driven approach ensures ad growth reinforces engagement rather than interrupts it.
Actionable steps for effective inventory management
- Audit current page layouts to identify high-value ad spots and prioritize supplier activation.
- Test multiple ad formats, such as varied carousel designs and sponsored product configurations.
- Collect feedback from customers and advertisers to refine presentation and usability.
- Work closely with merchandising, UX, and analytics teams for continuous optimization.
- Implement changes in phases, increasing monetization only as data supports expansion.
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