Glossary
Commerce media, retail media, FMCG, and shopper marketing
A glossary of commerce media and retail media, shopper marketing, and campaign planning terms for FMCG and CPG teams. Every definition is written from the perspective of marketers, trade marketers, brand managers, and media planners.
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Search by channel, KPI, ad format, shopper term, or wording from a client brief.
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Channels and formats
Terms that describe media environments, placements, and buying models.
Retail media • Display advertising • Retail media network
Open areaCategory and strategy
Terms that structure FMCG language, shopper marketing, and brand thinking.
FMCG • Shopper marketing • Brand awareness
Open areaAudience and targeting
Concepts related to segmentation, audience selection, and quality of reach.
Audience targeting • Household grocery shoppers • Shopper
Open areaPromotions and activation
Mechanics that support trial, promotional response, and product choice.
Couponing • Coupon • Promotion
Open areaMeasurement and effectiveness
Metrics and models used to evaluate campaign impact on behavior and sales.
ROAS • ROPO • Impressions
Open area