An online retailer owns more than a storefront. It has a media channel that reaches customers as they search, compare, and choose products. Managed well, that channel lets brands appear where purchase decisions take shape and gives the retailer a durable revenue stream. This is where Retail Media begins: an advertising business built on a retailer’s media, data, and shopping experience.
Khanoumi has developed BeautyAds as its advertising service to build that business. Binoban provides the infrastructure for ad delivery, campaign management, and performance reporting. Together, they have built a system that serves product ads across five touchpoints in the Khanoumi shopping journey, operating at real scale today.
Reaching shoppers as they make a choice
For beauty brands, visibility alone is not enough. A product needs to appear when a customer is close to buying: searching for an item, browsing a category, or looking at a product page.
BeautyAds gives brands a presence at those moments. Binoban’s infrastructure manages product advertising across five active placements:
- Product suggestions in the search box
- Search results
- Product attribute and tag pages
- Category listings
- Product pages
In these placements, sponsored products appear alongside other items, fit the shopping context, and carry a clear ad label. The brand’s message becomes part of the process of choosing a product.
What does Binoban’s infrastructure do?
Running advertising continuously inside a large retailer requires campaigns, budgets, products, placements, and reporting to work together. Binoban provides that technology layer for BeautyAds. It manages ad delivery and budget consumption, gives the operations team visibility into campaign status, and records impressions and clicks by placement.
Every impression requires an eligible product, an active campaign, a budget, a bid, and the placement being viewed to come together in real time. That process now happens tens of millions of times each month, helping the BeautyAds team manage its advertising inventory using data.
Less than a year, already operating at scale
From autumn 2025 through summer 2026, Binoban’s infrastructure recorded the following activity for BeautyAds:
- More than 300 million ad impressions
- More than three million clicks
- Continuous delivery across five sponsored product placements
- Nearly fourfold growth in monthly impressions over the period
The impression and click trends show sustained activity beyond a brief trial. In less than a year, BeautyAds has moved from launch to a continuously operating service with substantial delivery volume.
Hundreds of millions of impressions in less than a year are a measure of BeautyAds’ scale. The wider significance is how that volume was achieved: just a handful of sponsored product placements are active. Much of Khanoumi’s reach, range of ad formats, and data potential has yet to enter this system. What has been built so far demonstrates how far this can scale. There is much more room to grow.
How should the project’s success be measured?
Three outcomes define the progress so far. Khanoumi has live advertising inventory at several points close to product selection. The BeautyAds team manages campaigns, budgets, and placement performance through a coordinated system. And Khanoumi and Binoban have built a foundation that can grow with new formats, more data, and richer reporting.
The current figures demonstrate the infrastructure’s operating scale. Measuring advertising’s ultimate impact on sales is the next step.
Where does BeautyAds go from here?
A few active placements have established the business’s foundation. Three assets can extend its reach and value: Khanoumi’s first-party data, more customer touchpoints, and a closer connection between advertising and purchases.
The economics: a meaningful revenue stream at Khanoumi’s scale
Khanoumi’s published reports describe strong sales growth and a business handling trillions of tomans in sales. At that scale, Retail Media can become a material business. Converting even a modest share of transaction value into media and advertising services revenue could create a revenue stream worth tens to hundreds of billions of tomans. [1] [2]
This is an illustration of the opportunity’s order of magnitude, rather than a revenue forecast or a statement of BeautyAds’ financial performance. Realizing it depends on brand demand, inventory development, reporting quality, and the commercial model.
International examples show the scale such a business can reach. In its FY2025 report, Nykaa recorded ₹733.33 crore in Marketing Support revenue, approximately 4.7% of the group’s ₹15,604 crore GMV. Instacart reported $1.065 billion in Advertising & Other revenue for 2025, equivalent to 2.9% of its $37.224 billion GTV. Their revenue definitions and markets differ from Khanoumi’s. The comparison illustrates how Retail Media can develop into a substantial business in its own right. [3] [4]
First-party data: insight only the retailer has
According to Khanoumi’s annual report, millions of people use the retailer, whose catalog spans more than a thousand brands and tens of thousands of products. First-party data from searches, product views, and selection can support more precise audience segmentation, more relevant messages, and more useful insight for brands, subject to user consent and data-use policies. For an advertiser, Khanoumi offers more than traffic: it is a specialist environment where people actively research and buy beauty and personal care products. [1] [2]
More placements, across the shopping journey
Today’s active placements focus on product ads in search, categories, and product pages. Khanoumi’s experience includes other touchpoints: the home page, seasonal collections, brand pages, editorial content and video, the app, customer communications, and even order packaging.
Each touchpoint needs to be assessed for customer experience, available inventory, pricing, and brand demand. Taken together, they suggest how BeautyAds could expand into richer brand experiences, educational content, display formats, seasonal sponsorships, product sampling, and customer re-engagement. BeautyAds could offer brands a broader set of ways to connect with Khanoumi’s customers.
Connecting impressions and clicks to business outcomes
The current infrastructure records impressions, clicks, campaigns, budgets, and placement performance. The next layer of value comes from connecting those records to search activity, customer identity, baskets, and completed orders. Which ad interaction led to a purchase? Which placement worked best for a given category or brand? How much revenue can be attributed to advertising?
Reliable answers would enable closed-loop measurement from impression to purchase, return on ad spend (ROAS) reporting, and better budget decisions. That would help BeautyAds demonstrate its value and give brands greater confidence to invest.
Binoban’s technical capability is already demonstrated by tens of millions of impressions each month and performance reporting across five placements. Deeper data integration and additional placements could extend the same infrastructure into a broader layer for managing, targeting, and measuring Khanoumi’s Retail Media business.
A shared effort, with clear responsibilities
BeautyAds belongs to Khanoumi. Khanoumi owns the media, the shopping experience, and the relationships with brands. It decides how advertising appears in the customer experience.
Binoban provides the infrastructure that makes this media manageable, measurable, and ready to grow. The product they build together must create value for three groups:
- Customers, who should see relevant advertising that fits their shopping experience.
- Brands, which want to be present as products are chosen and to measure the return on their investment.
- Khanoumi, which can turn its retail media into a revenue-generating business.
Keeping those interests in balance is essential to sustainable Retail Media growth. Advertising revenue needs to deliver defensible value for brands while protecting the shopping experience.
The next chapter is approaching
In mid-November, Khanoumi enters one of its busiest shopping periods of the year, bringing customer attention, brand competition, and purchase decisions into sharper focus.
This is an opportunity for BeautyAds to put its infrastructure to work during a major commercial moment. Brands that want to be visible as Khanoumi’s customers choose products need to plan their presence ahead of the busiest shopping days.
BeautyAds connects brands with Khanoumi’s retail media. Binoban provides the infrastructure behind it.
About Binoban
Binoban provides infrastructure for customer data, engagement, and digital advertising. Its Retail Media solution helps retailers and marketplaces manage advertising placements and campaigns systematically, building a media business that can be measured and expanded.
Most online retailers already own valuable media assets before they think of themselves as media businesses: customer attention, shopping behavior data, and the touchpoints where decisions take shape. The opportunity begins when those assets are connected through infrastructure, measurement, and a clear commercial model.
The Khanoumi–Binoban experience shows how Retail Media can begin with a few sponsored product placements and develop into a business capability of its own. Its future depends on data quality, the range of advertising products, the ability to demonstrate results, and the balance between brand returns and the customer experience.
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