Reach from content-driven paid social.
Monthly online transactions from social, up from fewer than ten.
Audiences from 287 providers and platforms, free to search. More than 245,000 are tagged Retail & CPG.
- Crayola
- Dean & DeLuca
- Samsonite
- ShurTech (Duck Tape)
- Simon Malls
- Sonix
Retail advertising has to work in two places at once, the screen where the decision gets made and the store or the cart where it gets finished. For Simon, the brief had two verbs and the order mattered: drive readers to Simon SAID, the editorial site, and drive shoppers to the centers. Crayola, Dean & DeLuca, Samsonite, ShurTech, Simon Malls, and Sonix are among the retail clients on this site.
Social commerce works when the channel gets media behind it and a commercial job. Dean & DeLuca's social accounts were posted to and never programmed, with fewer than ten online transactions a month coming from them. Content-driven paid social multiplied reach 14 times and took monthly transactions to 540.
Marketplaces and retail media take a growing share of the budget, and both are leases on someone else's customer. The plan negotiates retail media against incremental sales, uses Performance Max and Standard Shopping for what each does well, and prices the fourth quarter before the auction does.
Every channel answers to contribution margin. A return on ad spend that looks good on revenue can lose money after returns, shipping, and discounts, so the plan sets break-even targets by product line before it sets bids.
An engagement usually begins with margin by product line and last year's fourth quarter: what was spent, what it returned, and what it cost to fulfill.
Sell on the screen and at the shelf
A review of margin by product line and last year's fourth quarter shows what the media earned after fulfillment.
Start the conversationServices for retailers
All eight servicesTargeted Digital Advertising
Social, search, shopping, and retail media planned against contribution margin.
Service 02SEO + GEO
Product answers in search and in ChatGPT, Gemini, Claude, and Perplexity.
Service 03Digital Strategy
Fourth-quarter plans priced before the auction inflates.
Service 04Digital Copywriting + Content Creation
Content built for social commerce, with a commercial job for every post.
Service 06Data Analytics + Insights
Break-even targets by product line and holdouts on retail media.
Service 08AI Tools + Automation
Reporting automation and custom tools built around your catalog.
From The Signal
View all notesSelling on the Marketplace Is a Lease, Not a Location
Marketplaces deliver demand and keep the customer. Take-rate math from inside eBay, the invisible rent, and the one-question test of who owns your file.
June 10, 2026PMax vs. Standard Shopping: Control Is the Product
The real difference between Performance Max and Standard Shopping is not performance. It is who holds the controls and who grades the homework. A decision framework with the tests to run.
May 27, 2026Retail Media Is a Tax You Should Negotiate, Not a Channel You Should Love
Retail media networks are growing faster than any ad channel in history because the customer is captive and so is the advertiser. How to spend there without funding your own margin squeeze.
May 26, 2026Q4 Auction Inflation Is a Tax on Poor Planning
Every fourth quarter, CPMs climb as retail budgets flood the auctions, and every year non-retail advertisers pay the surge price for impressions they could have bought in October. The calendar is public. Plan around it.
March 30, 2026Case Study: Simon Malls, From Clicks to Foot Traffic
Simon owns the premier shopping destinations in North America. The job was driving readers to their editorial site and shoppers to their centers, in that order.
February 18, 2026Case Study: Dean & DeLuca's 54x Month
A content-driven paid social campaign for Dean & DeLuca that multiplied reach 14x and took monthly online transactions from under ten to 540.
Resources
All resourcesAudience Finder, set to Retail & CPG
The full catalog of more than 950,000 audiences, opened on the 245,000+ tagged Retail & CPG.
CalculatorBreakeven ROAS
The return on ad spend at which a sale produces zero contribution margin, from your margin.
PlatformAmazon Ads
The largest retail media network: what it sells, on its store and off it.
PlatformWalmart Connect
The second-largest US retail media network, on walmart.com, the app, and off-site.
ReferenceRetail media
Advertising sold by retailers on their own sites and apps and, increasingly, off-site using their shopper data.
ToolAd Mockup Generator
One square image and four lines of copy become 39 placements, rendered to current specs.
Quick answers
How should retail brands buy retail media and marketplace ads?
As leases on someone else's customer, negotiated like any other media. The plan asks each network for incremental results, compares the cost with search and social, and keeps enough budget on owned channels that the brand's own customer list keeps growing.
What is a good ROAS for a retailer?
The one that clears break-even after margin, returns, shipping, and discounts. Two product lines with the same ROAS can land on opposite sides of break-even, so the plan sets targets by line from contribution margin and checks them with holdouts.
Can digital advertising drive foot traffic to physical stores?
Yes, when the plan treats the visit as the product. For Simon, the work drove readers to the Simon SAID editorial site and shoppers to the centers. The decision to go gets made on a phone days before any store's own marketing matters, and the plan buys that moment.