Retail Media Networks (Amazon, Walmart, Target Ads) Advanced

Develop Advanced Retail Media Advertising Skills

Retail media has evolved beyond basic sponsored-product advertising into a broader ecosystem of search, display, video, off-site, programmatic, social, and in-store advertising.

This Advanced Retail Media Networks course is designed for learners who already understand retail advertising fundamentals and want to develop stronger skills in campaign strategy, audience targeting, optimization, measurement, and performance analysis.

The course focuses on three major retail media environments: Amazon Ads, Walmart Connect, and Target Roundel. The exact advertising products, targeting capabilities, reporting tools, and eligibility requirements can vary by platform.

What You Will Learn

1. Advanced Retail Media Strategy

Move beyond individual campaigns and understand how retail media can support broader business objectives.

Topics include:

• Retail media strategy development
• Business and campaign objectives
• Full-funnel planning
• Brand vs. performance objectives
• Product portfolio considerations
• Audience strategy
• Retail media budget planning
• Channel and platform selection

2. Advanced Amazon Advertising Concepts

Explore more sophisticated approaches to Amazon advertising, including:

• Sponsored Products strategy
• Sponsored Brands strategy
• Sponsored Display concepts
• Keyword targeting
• Product targeting
• Campaign segmentation
• Search-term analysis
• Bid strategy
• Budget allocation
• Placement considerations
• Performance evaluation

The focus is on understanding strategic decision-making rather than treating every campaign as a one-size-fits-all setup.

3. Advanced Walmart Connect Strategy

Develop a deeper understanding of Walmart’s advertising ecosystem.

Walmart Connect currently offers Sponsored Products, Sponsored Brands, Sponsored Videos, onsite display, offsite media, Brand Shop and Shelf, and store advertising solutions. Its platform also emphasizes first-party data and closed-loop measurement across online and in-store activity.

Advanced topics include:

• Sponsored Search strategy
• Sponsored Products optimization
• Sponsored Brands
• Sponsored Videos
• Onsite Display
• Offsite Media
• Brand Shop and Shelf
• Store advertising
• Audience targeting
• Omnichannel campaign planning
• Performance measurement

4. Advanced Target / Roundel Advertising

Explore advanced concepts within Target’s retail media ecosystem.

Roundel currently provides advertising solutions across Target Product Ads, Search, Display, CTV, Programmatic, Social, Influencer, In-Store, and Digital Out-of-Home environments.

Learners can explore:

• Target Product Ads
• Search advertising
• Display advertising
• Programmatic media
• CTV
• Social advertising
• Audience activation
• Off-platform media
• In-store opportunities
• Cross-channel measurement

5. Audience Targeting & Segmentation

Develop stronger approaches to retail audience strategy.

Topics include:

• Shopper audiences
• First-party retail data
• Purchase-based audiences
• Category audiences
• Product audiences
• New-to-brand audiences
• Retargeting concepts
• Lookalike audiences where available
• Audience exclusions
• Audience overlap
• Customer lifecycle targeting

Target’s Roundel, for example, describes audience activation using shopper audiences such as past purchasers and look-alike audiences.

6. Advanced Keyword & Product Targeting

Learn how to evaluate and refine targeting strategies.

Practical areas include:

• High-intent keywords
• Long-tail search terms
• Product targeting
• Category targeting
• Competitive targeting
• Negative targeting
• Search-term analysis
• Target segmentation
• Match-type considerations
• Target performance evaluation

7. Campaign Structure & Budget Allocation

Understand how campaign architecture can influence management and optimization.

Learners can explore:

• Campaign segmentation
• Ad-group structures
• Product grouping
• Brand vs. generic campaigns
• Budget distribution
• Daily budget management
• Portfolio-level planning
• Budget reallocation
• Scaling high-performing campaigns

8. Bidding & Performance Optimization

Learn how to approach campaign optimization using performance signals.

Topics include:

• Bid management
• Cost control
• CPC analysis
• Conversion analysis
• Budget pacing
• Placement performance
• Search-term performance
• Product-level performance
• Scaling opportunities
• Underperforming campaign diagnosis

9. Retail Media Measurement

Develop a deeper understanding of retail media performance measurement.

Key metrics include:

• Impressions
• Reach
• Clicks
• CTR
• CPC
• Conversion rate
• Sales
• ROAS
• ACOS
• New-to-brand metrics
• Customer acquisition
• Incremental sales concepts
• Online and offline sales measurement

Walmart Connect and Roundel both emphasize measurement connecting advertising exposure with business or sales outcomes.

10. Attribution & Incrementality Concepts

Understand why advertising performance should not always be evaluated using a single metric.

Learners can explore:

• Attribution windows
• Click-based attribution
• View-based measurement
• Conversion attribution
• Incrementality concepts
• New-customer measurement
• Online-to-store effects
• Omnichannel measurement
• Limitations of ROAS

11. Full-Funnel Retail Media

Learn how retail media can support different stages of the customer journey:

Awareness → Discovery → Consideration → Purchase → Retention

Explore how search, display, video, programmatic, social, and other formats can be combined to support different objectives.

12. Campaign Optimization Framework

Apply a structured optimization process:

Objective → Audience → Product → Targeting → Creative → Budget → Bid → Launch → Measure → Diagnose → Optimize → Scale

This framework helps learners move from campaign setup to continuous performance improvement.

Practical Exercises

The course can include advanced scenarios such as:

• Building a multi-campaign retail media structure
• Allocating budget across campaigns
• Evaluating keyword performance
• Identifying inefficient targeting
• Optimizing product-level campaigns
• Comparing Amazon, Walmart, and Target opportunities
• Developing an audience strategy
• Diagnosing declining ROAS
• Creating a full-funnel media plan
• Evaluating campaign performance reports
• Developing an optimization roadmap

Amazon vs Walmart vs Target

Each platform has its own advertising environment and should be evaluated according to the campaign objective.

Platform	Advanced Focus Areas
Amazon Ads	Search, product advertising, brand advertising, audience strategy, campaign optimization
Walmart Connect	Sponsored Search, display, offsite, store media, omnichannel measurement
Target Roundel	Product Ads, search, display, CTV, programmatic, social, in-store and off-platform media

Walmart Connect explicitly positions its solutions across digital, in-store, and offsite environments, while Roundel operates across Target-owned and partner media channels.

Who Should Take This Course?

This advanced course is suitable for:

• E-commerce professionals
• Retail media specialists
• Digital marketers
• Performance marketers
• Marketplace advertising professionals
• Brand managers
• Advertising specialists
• E-commerce business owners
• Amazon sellers
• Walmart Marketplace sellers
• Marketing professionals
• Learners with retail media fundamentals

Skills You Can Develop

Learners can develop advanced skills in:

• Retail media strategy
• Campaign planning
• Audience segmentation
• Keyword targeting
• Product targeting
• Budget allocation
• Bid optimization
• Campaign optimization
• Retail media measurement
• ROAS and ACOS analysis
• Attribution concepts
• Full-funnel advertising
• Omnichannel media planning
• Performance diagnosis
• Campaign scaling

Course Outcome

By completing the course, learners can develop a more advanced understanding of retail media advertising and apply structured approaches to planning, analyzing, optimizing, and scaling campaigns across major retailer advertising environments.

The course is designed as the next step after a Retail Media Networks Basics course and can prepare learners for applied implementation and masterclass-level training.

Advance your Retail Media Networks knowledge and develop practical strategies for Amazon, Walmart, and Target advertising campaigns.

Q1. What is Advanced Retail Media Networks training?

It is advanced-level training focused on retail advertising strategy, targeting, campaign optimization, budget management, measurement, attribution, and performance analysis.

Q2. Which retail media platforms are covered?

The course focuses on Amazon Ads, Walmart Connect, and Target Roundel.

Q3. Is this course suitable for beginners?

It is better suited to learners who already understand basic digital advertising, e-commerce, or retail media concepts.

Q4. What advanced skills will I learn?

You can develop skills in audience targeting, campaign structures, bidding, budget allocation, optimization, measurement, attribution, and full-funnel retail media strategy.

Q5. Does the course cover Amazon Ads?

Yes. It covers advanced concepts around Sponsored Products, Sponsored Brands, Sponsored Display, targeting, campaign structure, bids, budgets, and performance analysis.

Q6. Does it cover Walmart Connect?

Yes. The course covers Sponsored Search, Sponsored Products, Sponsored Brands, Sponsored Videos, onsite display, offsite media, and omnichannel measurement concepts.

Q7. Does it cover Target Roundel?

Yes. Learners explore Target Product Ads, search, display, programmatic, CTV, social, in-store, and other Roundel advertising concepts.

Q8. Will I learn retail media optimization?

Yes. Campaign diagnosis, targeting refinement, bid and budget optimization, performance analysis, and scaling strategies are key parts of the course.

Q9. What metrics will I learn?

The course covers metrics such as CTR, CPC, conversion rate, sales, ROAS, ACOS, new-to-brand metrics, and other performance indicators.

Q10. What should I take after this course?

A logical progression is Applied Retail Media Networks → Retail Media Networks Implementation & Practice → Retail Media Networks Masterclass.