One Macys.com shelf, bought from several seats
Macy's Media Network: Ad Formats & Agency Support
RMIQ picks from 60+ Macy's Media Network placements and reports new-buyer growth apart from sales to existing Macy's shoppers.
Macy's Media Network (MMN) is the retail media network of Macy's, Inc., which describes it as "an in-house media platform supporting both Macy's and Bloomingdale's customers." It sells sponsored products, display, offsite media, email, branded pages, inserts and in-store screens. Since late 2025, its sponsored products can also be bought in Amazon Ads.
A network that files its own revenue line
$188 million in fiscal 2025, and Macy's credits Amazon for the growth
Macy's, Inc. reports Macy's Media Network as its own line in other revenue. Its annual report says the network "grew $12 million, or 7% from 2024, driven by benefits from our Amazon ad partnership which started this year."
- $188M MMN net revenue Fiscal 2025, against $176 million in 2024.
- 8.8% Revenue growth, Q2 2026, year over year $37 million, up from $34 million a year earlier, reported September 10, 2026. Q1 was $38 million, down 5.0% year over year.
- 175+ New brands on MMN sponsored products Since the Amazon pilot, per Macy's retail media head in Retail Dive, January 21, 2026.
- 35% Digital share of Macy's, Inc. net sales Fiscal 2025, on net sales of $21.8 billion.
Direct seat, Amazon console, partner tools
Three ways to buy Macy's sponsored products, and one way to buy everything else
When Macy's opened its sponsored products to Amazon Ads in 2025, Marketing Dive reported that the pilot "will not affect self-serve or managed campaigns already being run through Macy's Media Network." Display, offsite, email and the other media stay with MMN's team, which says, "We build customized media plans to drive your brand priorities."
MMN direct
Brands that buy from Macy's Media Network itself run sponsored products self-serve or managed, and get every other format as a plan from MMN. MMN publishes no auction rules or minimums.
- Sells all six format families; its 60+ placements span Macy's and Bloomingdale's
- Adweek lists Criteo in Macy's ad tech stack in August 2025 and calls it Macy's onsite ad tech in January 2026
- Closed-loop reporting with in-store sales and new-buyer rates
Amazon Ads console and APIs
MMN calls the route "a pilot collaboration with Amazon Retail Ad Service." Since early in the fourth quarter of 2025, "in time for holiday campaigns," advertisers can run Macy's sponsored products "through the Amazon Ads console and APIs they already use." Adweek called Macy's "the first major retailer to use Amazon's retail media tech."
- Sponsored products only: "We are launching with Sponsored Product ads"
- Cost per click with a daily budget, and "no monthly or upfront fees"
- An Amazon Ads account, Macy's selected as the retailer at campaign setup and an opt-in to the campaign
Pacvue and other ad tech
The 2025 deal also opened MMN placements "on retail media platforms like Pacvue." In January 2026 Macy's chose Pentaleap, which says its technology lets brands buy sponsored products "across multiple ad tech platforms where they already manage retail media investments."
- Pentaleap connects "additional demand sources, like Amazon," while Criteo stays onsite (Adweek)
- Retail Dive: MMN "still works with multiple sponsored product ad servers in addition to RAS," Amazon's Retail Ad Service
Two numbers behind every Macy's result
New buyers or existing shoppers: reading a Macy's Media Network result
MMN's site says its "closed-loop reporting tracks online and in-store conversion activity, as well as new buyer acquisition rates for your brand." It shows three brand results, each a ROAS beside a "New customer acquisition rate": 8x with 89%, 2x with 85% and 15x with 83%.
Top return, lowest new-buyer share
MMN's own showcase
The result with the highest return on ad spend, 15x, carries the lowest new-buyer share of the three, 83%. The 8x result has the highest, 89%, and the 2x result sits between them at 85%. In MMN's own showcase, the top ROAS and the top new-buyer share come from different campaigns.
Sales counted in store as well
Closed loop
MMN's reports match ads to purchases on Macy's sites and in its stores, the kind of closed-loop attribution that needs a retailer's own sales records.
A pitch built on customer growth
MMN's own words
MMN's site opens by inviting brands to "start growing your customer base through targeting strategies fueled by unparalleled cross-category insights."
What the Amazon report lists
Amazon route
Amazon's help page lists impressions, clicks, average cost per click, total cost, "ad attributed sales (units and sale amount), and return on ad spend (ROAS)" for each retailer, and names no new-buyer metric.
MMN's site gives no period, attribution window or definition for these three results.
Shelf, screens, inbox, mailbox
Macy's and Bloomingdale's placements, from search results to store screens
Macy's says it offers more than 60 ad placements across Macy's and Bloomingdale's, grouped into six families. Its offsite media uses Macy's first-party data "for both targeting and measurement."
Sponsored Product Listings
Product ads on Macys.com that MMN pitches as "prime virtual shelf space" for shoppers "actively searching and ready to buy." Through Amazon they appear on "search, browse, or product detail pages."
On-Site Display
"Contextually-, behaviorally-, and keyword-targeted" display on Macy's and Bloomingdale's desktop, mobile web and app.
Off-Site Digital Media
Ads elsewhere on the web, targeted and measured on Macy's shopper data. In 2023 Macy's put its audiences on The Trade Desk for "the open internet, including connected TV."
Branded Experiences
"Inspirational branded landing pages" on Macys.com for a brand's campaign.
Email
Placements in "Macy's broad email circulation," which MMN sells for brand consideration.
Other Media
Print inserts that reach shoppers at home and digital screens in Macy's stores.
Filings, a vendor pick and an interview
A new ad server, a cross-channel plan and what moved MMN's quarters in 2026
The year's news comes from Macy's filings, its vendor Pentaleap and the trade press.
January 21, 2026
Why Macy's opened the Amazon door
At the NRF show, Macy's retail media head Michael Krans said he wanted "to essentially remove friction from the ad-buying process" and give advertisers "another way" to run sponsored products on Macys.com.
January 22, 2026
Pentaleap picked for the ad server
Macy's, Inc. chose Pentaleap "to power the next generation of the Macy's Media Network," across the Macy's and Bloomingdale's banners.
April 6, 2026
Media at the center of the plan
Krans told Beet.TV, as MediaPost reported, that Macy's wants to "integrate campaigns across everything from in-store experiences to social and influencer efforts."
September 10, 2026
Two quarters, two explanations
Macy's attributed MMN's first-quarter dip to "the timing of advertising spend" and its second-quarter rise to "partner engagement on the company's advertising platform."
Split reports, quiet terms, two banners
Split reports and unpublished terms: where Macy's Media Network plans stall
One shelf, results in two or three places
A brand can buy the same sponsored products direct, in Amazon Ads or in Pacvue, and each seat returns its own report. A plan that uses more than one seat has to read Macy's results seat by seat, since the reports list different metrics.
Terms that live in a proposal
For display, offsite, branded pages, email and inserts, MMN builds a custom plan. It publishes no rate card, specs, minimums or attribution windows.
A familiar console, a different shopper
On buying Macy's ads through Amazon's familiar console, Krans told brands and agencies: "You can't mistake the operational ease for strategic sameness ... you have to look at your own customer."
Two banners in one network
MMN's placements span Macy's and Bloomingdale's, so a brand sold at one banner, or priced differently at each, has to scope which inventory it buys.
Seat check, then a goal, then the bids
RMIQ as your Macy's advertising agency, from the seat you buy in to the buyers you report
RMIQ's homepage lists Macy's among the networks it supports, and its Walmart guide names Macy's among the department stores it covers. RMIQ has published no Macy's campaigns or results yet. A Macy's plan starts by finding which seat your sponsored products already run in.
Seat check
RMIQ maps where your Macy's sponsored products are bought today (MMN direct, Amazon Ads or Pacvue) and which report each seat returns.
Keywords and click bids
On the Amazon route, Macy's sponsored products run on keyword targeting and cost per click, which is the work RMIQ's homepage describes: agents that tune "each product's keywords, bids, and budgets."
A goal before the first dollar
RMIQ agrees with you on whether the plan buys new customers or sales efficiency, since MMN reports a new-buyer rate beside ROAS for each result.
Briefs for MMN's media team
For display, offsite, branded pages, email, inserts and screens, RMIQ picks placements from MMN's menu and writes the brief, and MMN's team builds and runs the plan.
New buyers, reported apart
RMIQ reports MMN's new-buyer figures in their own line, separately from sales to shoppers who already buy the brand at Macy's.
New-to-brand growth, measured on Instacart
The new-to-brand result RMIQ has published, from a grocery network
No RMIQ case study covers Macy's. The published result closest to MMN's new-buyer reporting is Darey Brands on Instacart, where RMIQ ran "each SKU" as "its own AI-optimized campaign" and reported new-to-brand revenue beside ROAS.
Darey Brands
Specialty dairy, on Instacart- ROAS increase in under 2 months: 75%
- New-to-brand revenue on Instacart: 2.7x
- Instacart attributed sales: 2.5x
"In the first 2 months Retail Media IQ more than doubled our revenue on our existing retail media ad spend," said Matt Gorella, Senior Brand Manager at Darey Brands.
Read the Darey Brands story
Macys.com keyword bids, scoped on the call
A keyword-by-keyword look at your Macy's sponsored products
On the Amazon route, Macy's sponsored products are keyword ads bought per click. RMIQ's audit page does not list Macy's, so the scope is agreed on your audit call.
- Each keyword in scope, starting with your Amazon Ads campaigns for Macy's, gets a verdict: continue, adjust spend or stop.
- How much of your keyword portfolio needs action, on a shelf Macy's opened to Amazon Ads and Pacvue buyers in 2025.
- Projected ROAS and sales upside, delivered in 3 business days. Amazon's report already lists ROAS for each retailer, Macy's included.
See a sample RMIQ keyword audit
An anonymized RMIQ audit of one brand's paid search, with each keyword sorted into scale, rebid and pause lists.
RMIQ's keyword audit covers Walmart Connect, Target, Instacart and more; RMIQ agrees its scope with you after the audit call.
When you download, RMIQ receives your email and may contact you about an audit. Privacy policy
Department-store brands, both banners
Which brands Macy's Media Network suits, and what to ask MMN first
Macy's Media Network suits brands that
- Sell through Macy's or Bloomingdale's and want ads on both banners' sites and apps.
- Already buy sponsored products in Amazon Ads and want Macys.com from the same console.
- Count new customers as a goal of their own, beside sales.
Ask MMN before launch
- Whether campaigns bought in Amazon Ads or Pacvue get MMN's in-store and new-buyer reports.
- Rates, minimums and attribution windows for direct buys, which MMN does not publish.
- How MMN defines its "New customer acquisition rate" and over what period.
Questions brands bring to MMN
Macy's advertising agency FAQ
What is Macy's Media Network?
Macy's Media Network (MMN) is the retail media business of Macy's, Inc. Its filings describe an in-house platform serving shoppers of both banners, Macy's and Bloomingdale's, with ads "on owned and operated platforms as well as offsite." It sells more than 60 placements and reported $188 million in net revenue for fiscal 2025.
Does Macy's Media Network include Bloomingdale's?
Yes. Macy's says it offers "60+ ad placements across Macy's and Bloomingdale's," and its display runs on both banners' desktop, mobile web and app. Macy's filings name these two banners as MMN's scope. Bloomingdale's had 61 stores and Macy's 432 on January 31, 2026.
Can I buy Macy's sponsored products in Amazon Ads?
Yes, since early in the fourth quarter of 2025. Macy's sponsored products can be bought "through the Amazon Ads console and APIs," per click, with "no monthly or upfront fees." You need an Amazon Ads account, pick Macy's as the retailer at setup and opt in to the campaign. Display and other formats stay with MMN.
What does Macy's Media Network report?
MMN says its closed-loop reports follow conversions online and in its stores, and show how many of a campaign's buyers are new to the brand. Campaigns bought in Amazon Ads get Amazon's report, with impressions, clicks, attributed sales and ROAS for each retailer.
Who runs the ad technology behind Macy's Media Network?
Adweek reports that Criteo runs Macy's onsite ad tech. In January 2026 Macy's chose Pentaleap's ad server and mediation layer, across the Macy's and Bloomingdale's banners, to connect more demand sources, Amazon among them. Retail Dive says MMN still uses several sponsored product ad servers besides Amazon's.
Can an agency buy Macy's Media Network ads for a brand, direct and in Amazon Ads?
Yes. Macy's names no agency partner, but agencies can buy Macy's sponsored products through Amazon Ads and ad-buying platforms like Pacvue, and Macy's told The Current in 2023, "we want to be best friends with them." RMIQ, a retail media agency, optimizes keywords and bids on sponsored products, and can brief MMN's team on media plans.
Words for reading an MMN report
Read a Macy's Media Network report in its own terms, then compare other US networks
- Closed-loop attribution Glossary How MMN ties ads to online and in-store purchases.
- Audience targeting Glossary How MMN aims offsite media at audiences built on Macy's own shopper data.
- Incrementality Glossary The question a new-buyer rate only half answers.
- Onsite and offsite ads Glossary The line between MMN's Macys.com placements and its offsite media.
- A retail media agency across networks Agency For brands that buy Macy's sponsored products in the same Amazon Ads console as their Amazon campaigns.
Networks to read beside an MMN report
Filings, MMN site, press7 sources
Each source is listed with the date it was published; pages that show no date are marked with the date they were read.
- Macy's, Inc., Form 10-K for the fiscal year ended January 31, 2026, filed March 27, 2026; Form 10-Q for the quarter ended August 1, 2026, filed September 10, 2026; first quarter 2026 results release, June 3, 2026; second quarter 2026 results release, September 10, 2026
- Macy's Media Network site macysmedianetwork.com: home and news pages, no date shown, read October 31, 2026; Macy's, Inc. Macy's Media Network company page, no date shown, read October 31, 2026
- Macy's, Inc., The Trade Desk audience partnership release, May 8, 2023
- Amazon Ads, sponsored products across retailers help page, no date shown, read October 31, 2026
- Pentaleap, Macy's, Inc. selects Pentaleap, January 22, 2026
- Adweek, Macy's and Amazon Retail Ad Service, August 21, 2025, and Macy's picks Pentaleap, January 21, 2026; Marketing Dive, Macy's Amazon pilot, August 25, 2025; Retail Dive, Macy's Media Network and Amazon, January 21, 2026; Path to Purchase Institute, Macy's media network technology, January 27, 2026; MediaPost, Michael Krans on Beet.TV, April 6, 2026; The Current, Macy's retail media strategy, May 11, 2023
- RMIQ, Darey Brands case study, August 31, 2026; Walmart Connect ads guide, modified March 18, 2026; homepage, case studies listing and retail media agency page, read October 2026; keyword audit page, read October 26, 2026
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