Trendyol<\/a>, Hepsiburada, Migros, Amazon gibi) kendi dijital ve fiziksel temas noktalar\u0131n\u0131 ,arama sonu\u00e7lar\u0131, kategori sayfalar\u0131, ana sayfa banner’lar\u0131, mobil uygulama, e-posta, hatta ma\u011faza i\u00e7i ekranlar ,markalara reklam envanteri olarak a\u00e7mas\u0131d\u0131r.<\/span><\/p>\nBunu di\u011fer dijital reklam kanallar\u0131ndan ay\u0131ran temel fark \u015fu: retail media, kullan\u0131c\u0131n\u0131n <\/span>ger\u00e7ek sat\u0131n alma davran\u0131\u015f\u0131na<\/b> dayanan first-party veriyle \u00e7al\u0131\u015f\u0131r. Bir perakendeci, bir kullan\u0131c\u0131n\u0131n hangi \u00fcr\u00fcnleri aratt\u0131\u011f\u0131n\u0131, sepete att\u0131\u011f\u0131n\u0131, sat\u0131n ald\u0131\u011f\u0131n\u0131 ve tekrar sat\u0131n alma s\u0131kl\u0131\u011f\u0131n\u0131 bilir. Bu veri, \u00fc\u00e7\u00fcnc\u00fc parti \u00e7erezlerle tahmin edilen bir ilgi alan\u0131ndan \u00e7ok daha g\u00fc\u00e7l\u00fc bir hedefleme sinyalidir.<\/span><\/p>\nK\u0131sacas\u0131 retail media’y\u0131 \u00fc\u00e7 unsur tan\u0131mlar:<\/span><\/p>\n\n- Envanter sahibi perakendecidir<\/b> ,Google veya Meta gibi bir arac\u0131 de\u011fil, \u00fcr\u00fcn\u00fc satan platformun kendisi.<\/span><\/li>\n
- Veri, sat\u0131n alma niyetine dayan\u0131r<\/b> ,arama, sepet ve ge\u00e7mi\u015f sipari\u015f verisi.<\/span><\/li>\n
- \u00d6l\u00e7\u00fcm kapal\u0131 d\u00f6ng\u00fcd\u00fcr (closed-loop)<\/b> ,reklam\u0131n g\u00f6sterimden ger\u00e7ek sat\u0131\u015fa kadarki etkisi ayn\u0131 platform i\u00e7inde izlenebilir.<\/span><\/li>\n<\/ul>\n
9<\/p>\n
Retail Media Neden Bu Kadar H\u0131zl\u0131 B\u00fcy\u00fcyor?<\/b><\/h2>\n
Bu b\u00fcy\u00fcmenin arkas\u0131nda birbirini besleyen birka\u00e7 dinamik var.<\/span><\/p>\n\u00dc\u00e7\u00fcnc\u00fc parti \u00e7erezlerin geri \u00e7ekilmesi.<\/b> Taray\u0131c\u0131lar\u0131n \u00e7erez politikalar\u0131n\u0131 s\u0131k\u0131la\u015ft\u0131rmas\u0131, markalar\u0131 kullan\u0131c\u0131y\u0131 takip etmenin alternatif yollar\u0131na itiyor. Perakendecilerin elindeki first-party veri, bu bo\u015flu\u011fu dolduran en g\u00fc\u00e7l\u00fc kaynaklardan biri haline geldi. Sekt\u00f6r tahminleri, \u00f6n\u00fcm\u00fczdeki d\u00f6nemde site-d\u0131\u015f\u0131 (off-site) retail media reklam harcamalar\u0131n\u0131n, site-i\u00e7i (on-site) harcamalara k\u0131yasla \u00e7ok daha h\u0131zl\u0131 b\u00fcy\u00fcyece\u011fini g\u00f6steriyor ,\u00e7\u00fcnk\u00fc perakendeciler art\u0131k kendi verilerini kendi platformlar\u0131n\u0131n d\u0131\u015f\u0131nda da (sosyal medya, programatik a\u011flar) kullan\u0131ma a\u00e7\u0131yor.<\/span><\/p>\nE-ticaretin yap\u0131sal b\u00fcy\u00fcmesi.<\/b> T\u00fcrkiye’de e-ticaret hacminin 2026’da bir \u00f6nceki y\u0131la g\u00f6re belirgin bir art\u0131\u015fla trilyon TL seviyelerine ula\u015fmas\u0131 bekleniyor; online al\u0131\u015fveri\u015f yapan n\u00fcfus onlarca milyonu buluyor. Bu b\u00fcy\u00fckl\u00fckteki bir pazar, do\u011fal olarak kendi reklam ekosistemini de b\u00fcy\u00fct\u00fcyor.<\/span><\/p>\nPerakendeciler i\u00e7in yeni ve k\u00e2rl\u0131 bir gelir kalemi.<\/b> Reklam geliri, perakendeci i\u00e7in \u00fcr\u00fcn sat\u0131\u015f\u0131ndan \u00e7ok daha y\u00fcksek k\u00e2r marj\u0131na sahiptir. Bu y\u00fczden Trendyol’dan Hepsiburada’ya, Migros’tan Amazon’a kadar her b\u00fcy\u00fck oyuncu kendi “retail media network” (RMN) yap\u0131s\u0131n\u0131 kurmaya veya olgunla\u015ft\u0131rmaya h\u0131z verdi.<\/span><\/p>\n\u00d6l\u00e7\u00fclebilirlik bask\u0131s\u0131.<\/b> Markalar art\u0131k sadece t\u0131klama ve g\u00f6sterim de\u011fil; art\u0131msal sat\u0131\u015f etkisi (incrementality), yeni m\u00fc\u015fteri kazan\u0131m oran\u0131, sepet b\u00fcy\u00fckl\u00fc\u011f\u00fcndeki art\u0131\u015f ve m\u00fc\u015fteri ya\u015fam boyu de\u011feri gibi daha derin metrikler talep ediyor. Retail media, sat\u0131\u015f\u0131n ger\u00e7ekle\u015fti\u011fi ortam\u0131n tam i\u00e7inde \u00e7al\u0131\u015ft\u0131\u011f\u0131 i\u00e7in bu t\u00fcr \u00f6l\u00e7\u00fcm\u00fc do\u011fal olarak sunabiliyor.<\/span><\/p>\n![\"\"](\"https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/09\/Retail-Media-Nedir-E-Ticaret-Markalari-Icin-Yeni-Reklam-Kanali2.jpg\")
<\/p>\n
Retail Media’n\u0131n T\u00fcrleri<\/b><\/h2>\n
Retail media tek bir formattan ibaret de\u011fil; \u00fc\u00e7 ana katmanda d\u00fc\u015f\u00fcnmek faydal\u0131 olur.<\/span><\/p>\n\n- On-site (site i\u00e7i) retail media<\/b> Perakendecinin kendi platformu \u00fczerindeki envanter: arama sonu\u00e7lar\u0131nda sponsorlu \u00fcr\u00fcn listelemeleri, kategori sayfas\u0131 banner’lar\u0131, marka ma\u011fazas\u0131 sayfalar\u0131, “bunu alanlar \u015funu da ald\u0131” alanlar\u0131ndaki sponsorlu \u00f6neriler. Bu, retail media’n\u0131n en olgun ve en \u00e7ok kullan\u0131lan katman\u0131d\u0131r ,\u00e7\u00fcnk\u00fc kullan\u0131c\u0131 zaten sat\u0131n alma niyetiyle o sayfadad\u0131r.<\/span><\/li>\n
- Off-site (site d\u0131\u015f\u0131) retail media<\/b> Perakendecinin kendi first-party verisini kullanarak, kendi platformu d\u0131\u015f\u0131ndaki mecralarda (sosyal medya, video platformlar\u0131, programatik display a\u011flar\u0131) hedefleme yapmas\u0131d\u0131r. \u00d6rne\u011fin bir perakendeci, “son 30 g\u00fcnde bebek bezi arayan ama sat\u0131n almayan” kullan\u0131c\u0131 segmentini, kendi sitesi d\u0131\u015f\u0131nda bir sosyal medya reklam\u0131yla yeniden hedefleyebilir. Bu katman, \u00e7erez sonras\u0131 d\u00f6nemde en h\u0131zl\u0131 b\u00fcy\u00fcyen alan olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/li>\n
- In-store ve fiziksel retail media<\/b> Zincir marketlerdeki dijital raf ekranlar\u0131, kasa ba\u015f\u0131 ekranlar, ma\u011faza i\u00e7i ses reklamlar\u0131 gibi fiziksel temas noktalar\u0131. T\u00fcrkiye’de hen\u00fcz on-site kadar olgun olmasa da, omnichannel perakendecilerin (market zincirleri, elektronik ma\u011fazalar\u0131) g\u00fcndeminde giderek daha fazla yer buluyor.<\/span><\/li>\n<\/ol>\n
Retail Media’y\u0131 Geleneksel Dijital Reklamdan Ay\u0131ran Nokta<\/b><\/h2>\n
Google Ads veya Meta Ads gibi kanallarda marka, kullan\u0131c\u0131y\u0131 arama niyetine ya da davran\u0131\u015fsal ilgi alan\u0131na g\u00f6re hedefler; ancak sat\u0131n alma an\u0131na kadarki yolculu\u011fun b\u00fcy\u00fck k\u0131sm\u0131 g\u00f6r\u00fcnmezdir. Retail media’da ise reklam, kullan\u0131c\u0131n\u0131n zaten c\u00fczdan\u0131n\u0131 \u00e7\u0131kard\u0131\u011f\u0131 ortamda, sat\u0131n alma karar\u0131na en yak\u0131n anda devreye girer. Bu yak\u0131nl\u0131k, retail media’y\u0131 huninin en alt k\u0131sm\u0131nda (bottom-of-funnel) \u00f6zellikle g\u00fc\u00e7l\u00fc k\u0131lar ,markalar genellikle burada \u00fcst huniye g\u00f6re \u00e7ok daha y\u00fcksek d\u00f6n\u00fc\u015f\u00fcm oranlar\u0131 g\u00f6r\u00fcr.<\/span><\/p>\nBu, retail media’n\u0131n Google Ads’in veya programatik sat\u0131n alman\u0131n yerini ald\u0131\u011f\u0131 anlam\u0131na gelmez; aksine, medya plan\u0131n\u0131n ayr\u0131 ve tamamlay\u0131c\u0131 bir baca\u011f\u0131 olarak konumlan\u0131r.<\/span><\/p>\nT\u00fcrkiye’de Retail Media: Kim, Ne Sunuyor?<\/b><\/h2>\n
T\u00fcrkiye’nin retail media ekosistemi son birka\u00e7 y\u0131lda belirgin \u015fekilde olgunla\u015ft\u0131:<\/span><\/p>\n\n- Trendyol Ads<\/b>, self-servis aray\u00fcz\u00fc ve API entegrasyonlar\u0131yla art\u0131k ajanslar\u0131n standart ara\u00e7 setine girmi\u015f durumda. \u00dcr\u00fcn reklam\u0131 (arama ve kategori sayfalar\u0131nda sponsorlu listeleme), marka reklam\u0131 (\u00fcst huni bilinirlik) ve ma\u011faza reklam\u0131 (takip\u00e7i ve koleksiyon g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc) olmak \u00fczere \u00fc\u00e7 ana format\u0131 var.<\/span><\/li>\n
- Hepsiburada<\/b>, HepsiAd \/ Hepsiburada Ad Manager markas\u0131 alt\u0131nda sponsorlu \u00fcr\u00fcn, marka ma\u011fazalar\u0131, kategori takeover ve ana sayfa display envanterini markalara a\u00e7\u0131yor; kapal\u0131 d\u00f6ng\u00fc \u00f6l\u00e7\u00fcm ve anahtar kelime hedefleme sunuyor. Platform, kendi reklam altyap\u0131s\u0131n\u0131 \u00fc\u00e7\u00fcnc\u00fc taraf perakendecilere de sunmaya ba\u015flad\u0131 ,bu da retail-media-as-a-service modelinin T\u00fcrkiye’de de belirmeye ba\u015flad\u0131\u011f\u0131n\u0131 g\u00f6steriyor.<\/span><\/li>\n
- Migros, CarrefourSA ve Amazon T\u00fcrkiye<\/b> gibi oyuncular da kendi retail media envanterlerini b\u00fcy\u00fct\u00fcyor; \u00f6zellikle market zincirleri i\u00e7in in-store ve online entegrasyonu bir arada sunan modeller \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/li>\n<\/ul>\n
Bu olgunla\u015fmayla birlikte sponsorlu \u00fcr\u00fcn envanterinin arama ve kategori sayfalar\u0131nda doyum noktas\u0131na yakla\u015ft\u0131\u011f\u0131, bunun da kategoriye g\u00f6re t\u0131klama ba\u015f\u0131 maliyetleri (CPC) yukar\u0131 itti\u011fi g\u00f6zlemleniyor ,yani erken giren markalar h\u00e2l\u00e2 bir avantaj yakal\u0131yor.<\/span><\/p>\n
![\"\"](\"https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/09\/Retail-Media-Nedir-E-Ticaret-Markalari-Icin-Yeni-Reklam-Kanali.jpg\"){kind=icon}
<\/p>\n