Retail Media Networks: 360° Agency Models

Introduction

To excel on marketplace platforms, brands need more than great creatives—they need a 360° agency that can navigate complex Retail Media Networks. Whether you opt for a self-service platform, a full managed service or a hybrid model, each approach has trade-offs in control, cost and speed. As Amazon explains in its Amazon DSP overview, and the IAB Europe Retail Media Guide 2024 sets industry benchmarks, choosing the right service model is critical to campaign success.

1. Self-Service Platforms

Brands use network UIs directly—configuring bids, audiences and budgets in real time.

Pros: Full control, lower fees, faster turn-around.

Cons: Requires in-house expertise and dedicated time.

When to use: Smaller budgets or brands with an experienced e-comm team.

Flat digital illustration of a user interacting with a dashboard interface on a laptop, representing autonomy and control, with “SELF-SERVICE PLATFORMS” below on a blue background.

2. Managed Service

Agencies handle end-to-end campaign setup, optimizations and reporting on your behalf.

Pros: Access to specialized skills (brand + data + tech), hands-off execution.

Cons: Higher management fees, less direct control over daily tweaks.

When to use: Large-scale launches, limited internal bandwidth or when you need advanced strategies.

Flat-style image showing a support agent with headset and tools, helping a user with marketing tasks, on a purple background with the text “MANAGED SERVICE”.

3. Hybrid Model

Combine both: brand teams run lower-priority or test campaigns in self-service, while the agency focuses on flagship initiatives in managed service.

Pros: Best of both worlds—cost savings on pilots, expert attention where it matters most.

Cons: Requires clear role definitions and governance.

When to use: Brands scaling quickly, needing both agility and advanced optimizations.

Example:

During a seasonal push, Brand Z ran its new line of eco-friendly pods via a self-service trial on Carrefour Link while the agency managed its high-value SKU portfolio on Amazon DSP—delivering a 30 % higher ROAS on flagship products.

Flat digital illustration with two halves: one showing self-service tools and the other support assistance, symbolizing a hybrid model, on a green background with “HYBRID MODEL” underneath.

Internal links for context

– For a deep dive on agency roles, see Building the Ideal Retail Media Team.
– To revisit the 8 pillars of an effective brief, check 8 Key Elements of a Retail Media Brief You Can’t Miss.

This is the fifth installment in my Retail Media Mastery series. Keep following for my next post—coming soon: a step-by-step template for SKU-level briefing. Stay tuned!