Every retail media program runs on a tension: Ad revenue pulls one way and the customer experience pulls the other. Retailers that chase the short-term gain end up undermining both their brand and their program.
Cédric Epiard has worked that tension from the inside. He took retail media at Cdiscount from zero to more than €73 million (about $79 million) in seven years. Now, as VP of Product for Mirakl Ads, he shares what worked, what leaked revenue and what he would sequence differently.
The playbook organizes the journey into three levels of maturity, with the signals that separate them and a checklist for graduating from each. Find your level, then fix the one thing throttling growth before you add anything new.
Download this playbook to learn:
- How to tell which of three maturity levels your program sits at, using four diagnostic signals: program size, media mix, ad inventory and data mastery.
- Why the customer experience is the constraint you don't get to relax, and the four levers that balance it against ad revenue.
- How to catch the "midday cut," when high-performing campaigns run out of budget by 2:00 PM while demand keeps climbing.
- When to move from ACOS to TACOS, and why averaging 1P and 3P ads can push your floor prices too high.
- Why sponsored products, which drive about 63.6% of retail media revenue in most high-performing programs, deserve your investment before offsite and display.
- How to restructure your team as the program outgrows generalists, and why building your own platform rarely pays off below €30 million (about $32 million) in ad spend.
- What your platform should flag and recommend at each level, from top GMV products with no ad spend to low-quality SKUs blocked from premium placements.
Access the playbook
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