Retail Media Blog
Strategies, tools and practical guides to sell more on Amazon, Walmart, Target, Mercado Libre and the retailers that move the market, in the US and Latin America.
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Retail media in-house vs. Pacvue managed services: my experience (rated comparison)
A rated comparison (1 to 5 stars) of running retail media in-house, hiring managed services or a hybrid…
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How US Brands Can Expand to Mexico on Amazon, Mercado Libre and Walmart
A practical guide for US brands expanding to Mexico: which marketplaces matter, what to prepare before launching, how…
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How Latin American Brands Can Enter the US Market on Amazon
A practical guide for Latin American brands entering the US on Amazon: compliance, trademark, positioning for two audiences…
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Amazon Ads Pacing: How to Control Your Budget So It Doesn’t Run Out Early
What pacing is in Amazon Ads, how to calculate it, how to split your budget by periods, how…
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What Is Retail Media? A Practical Guide for Brands in the US and LatAm
What Retail Media is, how it works, the main networks in the US and Latin America, how it…
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The complete Pacvue guide for agencies: rules, pacing, dayparting and 7 underused features
A Pacvue guide from agency experience: how to organize the account, 10 automated rules, budget pacing, dayparting, client…
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ChatGPT Ads: What They Are, How They Work and How to Prepare Your Brand
What ChatGPT Ads are, how ads in ChatGPT work, how to buy them (CPM and CPC), where they…
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Is Profitero worth it? When to pay for it and when not to
How to tell whether Profitero is worth it for your brand: signs it is, signs it is not…
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Profitero alternatives: options for mid-size and large brands
Profitero alternatives by size and budget: Stackline, NIQ Digital Shelf, retailers’ native tools and your own dashboard.
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Digital shelf dashboard: the 8 KPIs to check every week
The 8 digital shelf KPIs I check every week, how to build the dashboard, which thresholds to use…
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How to build a QBR with digital shelf data (and Profitero)
A QBR structure that combines digital shelf, media and sales: which metrics to include, how to tell the…
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Profitero Shelf Intelligent Media: connecting the shelf to your bids
What Profitero Shelf Intelligent Media is, how it uses shelf signals to adjust bids in Pacvue, Skai and…
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Ratings and reviews with Profitero: catch drops before sales suffer
How to use Profitero negative review and rating alerts to spot product problems early and protect your ad…
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Profitero vs NIQ Digital Shelf: a comparison for consumer brands
Profitero vs NIQ Digital Shelf (formerly Data Impact): what each offers, how they are alike, how they differ…
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Buy Box and price monitoring with Profitero: alerts that matter
How to use Profitero to watch the Buy Box, catch MAP violations and unauthorized sellers, and what to…
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Content audit with Profitero: titles, images and A+ that rank
How to audit your listings with Profitero Content Optimizer: scores, retailer-specific keywords, generative AI and a review process…
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Share of search with Profitero: how to measure your page 1 visibility
How to measure your page 1 share with Profitero, what to do with the data and how to…
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Profitero vs Pacvue vs Skai: shelf analytics or campaign operations?
Profitero, Pacvue and Skai do not compete on the same thing. What each one does, how they connect…
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Out of stock and ads: how to use Profitero to stop paying for empty shelves
How to use Profitero availability alerts to pause or lower bids on out-of-stock products and move budget to…
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Profitero vs Stackline: key differences and how to choose
Profitero vs Stackline compared: focus, modules, retailer coverage and when each one makes sense for a brand.
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What is Profitero? A plain-English guide to the digital shelf
What Profitero is, its modules (Digital Shelf, Sales & Share, Content Optimizer, Autopilot, Shelf Intelligent Media) and when…
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What is share of voice in retail media? How to calculate and use it
What share of voice (SOV) is in retail media, how to calculate it on marketplaces (paid, organic and…
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Retail media vs. trade marketing: differences and how to make them work together
Differences between retail media and trade marketing, where each budget comes from, who runs them, how they are…
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Excel for PPC: the formulas and tables I use to optimize Amazon Ads
The most useful Excel or Google Sheets formulas for analyzing Amazon Ads campaigns: pivot tables, XLOOKUP, SUMIFS, conditional…
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Amazon Ads glossary English–Spanish: 40 terms you use every day
An English–Spanish Amazon Ads glossary: formats, metrics, targeting and catalog terms, with the Spanish you will see in…
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Amazon Subscribe & Save: how it works and how to use it
How Amazon Subscribe & Save works, which products to enroll, how it affects your margin and how to…
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Automatic vs. manual campaigns in Amazon Ads: when to use each
Differences between automatic and manual campaigns in Amazon Ads (Sponsored Products), targeting groups, match types and how to…
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Impression share and top of search in Amazon Ads: what they are and how to use them
What impression share and top-of-search impression share are in Amazon Ads, where to find them, how to read…
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Amazon parent-child variations: how they work and when to use them
How Amazon parent-child variations work, which variation themes exist, how they affect reviews, BSR and advertising, and which…
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Amazon backend keywords: what they are and how to fill them well (search terms)
What Amazon backend keywords or hidden search terms are, the byte limit, what to include, what to avoid…
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Amazon’s Choice: what the badge is and what influences it
What the Amazon’s Choice badge is, how Amazon assigns it, which factors influence it, why it appears by…
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What is Amazon Best Seller Rank (BSR) and how to read it
What Amazon Best Seller Rank (BSR) is, how it is calculated, why it changes so much, how to…
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FBA vs. FBM on Amazon: differences, costs and which one fits you
Differences between FBA (Fulfillment by Amazon) and FBM (Fulfillment by Merchant): costs, Prime, Buy Box, control and how…
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Seller Central vs. Vendor Central: differences and which one fits your brand
Differences between Amazon Seller Central and Vendor Central: who sets the price, who manages inventory, advertising, margins and…
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What is DOOH in retail? In-store digital screens and how to buy them
What DOOH (digital out-of-home) is in retail, which in-store screens exist, how to buy them (direct or programmatic)…
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How the Amazon Ads auction works: bids, relevance and what you really pay
How the Amazon Ads auction works: what decides who wins, why you pay less than your max bid,…
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What is shoppable media? Ads you can buy from in the moment
What shoppable media is, which formats exist (video, CTV, social, recipes), how it connects with retail media and…
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What is commerce media and how is it different from retail media?
What commerce media is, how it differs from retail media, which kinds of companies offer it (delivery, banks,…
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What is a brand lift study and when is it worth it?
What brand lift is, how a study with exposed and control groups works, which metrics it measures and…
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Closed-loop measurement: the big advantage of retail media
What closed-loop measurement is, why it is retail media’s big advantage over other channels and which limits you…
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Lookalike audiences in retail media: what they are and how to use them
What lookalike audiences are, how they are built in retail media, when they work better than retargeting and…
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Reach and frequency in advertising: what they are and how to balance them in retail media
What reach and frequency are in advertising, how they are calculated, what the ideal frequency is and how…
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What is vCPM (viewable CPM) and how it differs from CPM
What vCPM or cost per thousand viewable impressions is, how it is calculated, how it differs from CPM…
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What is iROAS (incremental ROAS) and why it beats regular ROAS
What iROAS or incremental ROAS is, how to calculate it, how it differs from ROAS and how to…
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What is a data clean room in retail media? Explained simply
What a data clean room is, how it works in retail media (Amazon, Walmart, Instacart), which questions it…
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What is MAP (minimum advertised price) and how it protects your brand on marketplaces
What MAP or minimum advertised price is, how it works, why it matters on Amazon and other marketplaces…
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What is a JBP (Joint Business Plan) with a retailer and how to prepare it
What a JBP or joint business plan between a brand and a retailer is, what it includes, how…
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Sell-in vs sell-out: the difference and why it matters in retail media
What sell-in is, what sell-out is, how they differ and why retail media is measured against sell-out.
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What is GMV and why it is not the same as your sales
What GMV (Gross Merchandise Value) is, how to calculate it, how it differs from revenue and why marketplaces…
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What is CAC (customer acquisition cost) in ecommerce and retail media
What CAC is, how to calculate it on marketplaces, how it differs from CPA and how to use…
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What is LTV (customer lifetime value) and how it changes your ad strategy
What LTV or customer lifetime value is, how to calculate it in ecommerce and why it lets you…
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What is contribution margin and why it decides your ACOS
What contribution margin is, how to calculate it on a marketplace and why it is the basis for…
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Every Retail Media and Amazon Ads term explained in Spanish: ACOS, ROAS, TACOS, DSP, Buy Box and more.
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