Retail-media Placement

Retail-media networks — Walmart Connect, Target Roundel, Amazon Ads, Instacart Ads, and similar — sell sponsored-product placements alongside their organic search and category results. A partner running campaigns on these networks can route the sponsored click to partner-branded checkout instead of the network’s native PDP.

The mechanics are the same as a single-product deal or curated landing page — the variation is the ad source and the implications for attribution and brand control.

​​ When this fits

• The partner is running paid sponsored-product placements on a retail-media network
• The partner wants the buyer to land on its own surface (carrying its brand, ad creative, and promo) rather than the retail network’s default product page
• The partner wants its ad-platform conversion signals to fire on its own pages (not be lost to the retail network’s pixel)

​​ What the buyer sees

Identical to the use case the ad routes to:

• If the sponsored ad promotes one product → single-product deal
• If the sponsored ad promotes a curated set → curated landing page

The buyer’s experience is partner-branded throughout — they may not even realize the click came through a retail-media network.

​​ What’s different from generic social/search ads

The Branded Commerce hosting layer is agnostic to ad source — the same partner-branded PDP and checkout work for any incoming click.

​​ Setup considerations specific to retail media

• Sponsored URL — the partner provides the retail-network ad system with the partner-domain landing URL. The retail network’s click-tracker wraps it; the buyer’s browser still ends up on the partner’s domain
• Promo handling — promo codes from the retail network can be auto-applied just like any other entry point. Embed the promo in the URL (?promo=CODE)
• Click ID preservation — if the retail network passes a click ID parameter, Firmly stores it server-side through the session so conversion postbacks can include it
• Multi-platform pixel fan-out — partners running retail-media plus social plus search can configure all of these pixels in onboarding; Firmly fires every configured pixel from the partner’s domain

​​ What the partner owns vs. what Firmly handles

Same model as every Branded Commerce use case. The additional partner responsibility specific to retail-media:

• Retail-network campaign setup — the partner runs the campaign on Walmart Connect, Target Roundel, Amazon Ads, Instacart Ads directly; Firmly is not involved in placement, bidding, or ad creative on the retail network’s side
• Per-network click-ID handling — if the retail network’s click attribution requires server-side postbacks, the partner supplies the network credentials during Partner Onboarding → Ad-platform credentials so Firmly can fire postbacks

Firmly’s responsibilities are unchanged: render the partner-branded PDP, orchestrate cart/checkout/payment, place the order with the merchant, fire affiliate + ad-platform conversion signals.

​​ Performance tracking

• Affiliate attribution — works exactly as it does for other ad sources. The retail-network conversion postback (if the network supports one) is fired by Firmly using the partner-supplied credentials
• Ad-platform conversion signals — fire to whatever pixels the partner has configured (Meta CAPI, Google Ads, TikTok, etc.). The retail network’s own pixel typically lives on the click side, not on Firmly’s pages

​​ Pre-purchase disclosure

Same as the other use cases — partner T&C + privacy and merchant T&C are displayed at checkout. See Consent & Disclosure.

​​ Related

• Single-product deal — most retail-media placements route to a single product
• Curated landing page — for sponsored placements that promote a themed roundup
• Operations → Partner onboarding — where ad-platform pixel and affiliate-network credentials are configured
• Operations → Operational workflow — per-product setup