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Beyond giving the retailer the ability to be more responsive to apparel trends, it will also help mitigate the impact of tariffs in the US, its largest market鈥攁nd possibly help it pick up some sales from Shein, whose business is under pressure from tariffs and the end of de minimis.

Even though most retail dollars are spent in physical stores, experts say retail media dollars have been slow to meet those consumers

On the supply side, half of Target鈥檚 merchandise comes from outside the US, with 30% of its private label products originating from China. That makes the retailer more exposed to tariffs than the likes of Walmart, which sources just one-third of its items from international markets and generates more revenues from essentials like groceries.

Samsung Ads has launched Mobile Conversion, a new tool designed to drive mobile app installs by linking CTV ad exposure to in-app behavior. Using AI, real-time engagement signals, and partnerships with attribution platforms like AppsFlyer and Adjust, Samsung enables advertisers to target high-intent users and dynamically optimize campaigns. Early results show up to 150% gains in Day 7 ROAS. The product leverages Samsung鈥檚 massive device footprint and runs on premium inventory, including Samsung TV Plus. While starting with gaming, Mobile Conversion will soon extend to verticals like retail and finance鈥攎aking CTV a legitimate player in the performance marketing toolkit.

While the social media giant is currently in the midst of yet another extension of its US presence, the threat of its disappearance has inspired marketers to keep their reliance on the social network to a minimum.

Retail media integration expands MMM鈥檚 reach. Retail media networks are embedding MMM capabilities to help brands measure performance across digital and in-store retail environments. With more media spend flowing to RMNs, brands need MMM to account for digital shelf dynamics, promotions, and full-funnel retail impact using retailer-supplied data.

The initiative: Urban Outfitters is teaming with HGTV to launch the 鈥淒ream Dorm Makeover Contest,鈥� which invites students to create a Pinterest board that captures their vision for a dorm that reflects their personal style, supports their daily routines, and feels like home. Our take: The campaign is designed to help Urban Outfitters connect with Gen Z students and their parents, as well as millennials seeking creative ways to revamp small spaces.

The news: Consumers increasingly see connected TV (CTV) ads as helpful during the holiday shopping season, according to LG Ad Solutions鈥� latest study. A growing number鈥�59%鈥攕ay CTV ads help guide holiday purchases, a 43% YoY spike. Home screen CTV ads are clicking鈥�26% of shoppers find them helpful for purchases, up 105% YoY. For advertisers, they鈥檙e fast becoming high-impact conversion tools amid rising ad loads. Our take: As holiday shopping habits extend into events like Prime Day and Cyber Monday, advertisers that align messaging, timing, and format across CTV platforms will win both attention and conversions.

At Starbucks, for example, loyalty members accounted for 59% of US company-owned transactions in Q2. To further tap into this growth engine, brands are finding creative ways to increase the perceived value of their programs.

A new framework for gaming ads from the Interactive Advertising Bureau (IAB) might finally help marketers take full advantage of the highly engaged gamer audience.

The insight: Consumers are increasingly taking brands鈥� values into account when they shop, according to a survey by the Kearney Consumer Institute. 2 in 5 US consumers say they鈥檝e boycotted a brand in the past 12 months. 51% have stopped making purchases from brands that don鈥檛 align with their values.

The news: Nexxen has launched an AI-powered Discovery platform that delivers audience insight decks in minutes, merging first-party data with sentiment, search, and competitive signals. Brands like LG Ad Solutions are using the tool to shape campaign strategy, validate ROI, and uncover untapped behaviors. Our take: In an era demanding speed and accountability, Nexxen offers a hybrid model: automation without sacrificing human analysis. With pressure rising on publishers to justify CPMs and on marketers to prove performance, tools like Discovery promise faster insight, smarter storytelling, and deeper advertiser confidence鈥攑ositioning Nexxen as a data partner in a post-cookie world.

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The trend: A perfect macroeconomic storm is causing younger consumers to cut back on spending. Our take: These pressures aren鈥檛 going away anytime soon. The Trump administration鈥檚 tariffs are leading retailers like Walmart, Best Buy, and Macy鈥檚 to raise prices鈥攑utting even more strain on young shoppers already feeling stretched. At the same time, job anxieties are growing. The white collar workforce is shrinking, and more companies are citing AI as a reason for layoffs. Put it all together, and it鈥檚 likely that younger consumers will remain cautious with their spending for some time, especially on nonessentials. Retailers that want to win over this group will need to focus on offering value such as high-quality, private label products.

Nearly one in five US adults have stopped purchasing from brands that changed their DEI approach, with that number rising to 40% among Gen Z consumers, according to a March 2025 survey from Ad Age and The Harris Poll. Meanwhile, companies that maintained their DEI commitments saw reputation scores rise by an average of 1.5 points in the Axios Harris Poll 100 rankings.

The news: Walmart-owned Sam鈥檚 Club is raising prices on select products in response to cost pressures from the Trump administration鈥檚 tariffs, The Wall Street Journal reports. Our take: Sam鈥檚 Club is on a roll. The retailer is generating record-high membership levels and plans to accelerate growth by opening about 15 new stores each year while remodeling existing locations. But how Sam鈥檚 Club handles tariff-driven price increases could determine whether its momentum continues鈥攐r stalls. The retailer faces a delicate balancing act in deciding when to absorb rising costs and when to pass them on. The stakes are high. A misstep could either erode profit margins or drive a decline in membership renewals鈥攂oth of which are essential to its business model.

The benefits: These changes are already paying off鈥擟ostco recently recorded two of its highest-ever weeks for gallon sales in the US. A standalone station could provide further benefits by easing congestion at pumps located adjacent to Costco鈥檚 warehouses and improving access for members who value convenience.

The news: Walmart rolled out Sparky, its generative AI (genAI) assistant, to all Walmart app users this week鈥攁 preliminary step that puts it closer to achieving its agentic ambitions. Our take: By broadening Sparky鈥檚 capabilities, Walmart is trying to position itself not only as a shopping destination, but also as a place where consumers can go when they need everyday life advice or information鈥攕uch as how to fix a leaky faucet or help with event planning. Whether the retailer succeeds will depend on how well Sparky works, and whether it can convince shoppers to overcome their current skepticism of AI tools.

The trend: While many US schools are just beginning summer break, retailers aren鈥檛 wasting any time kicking off back-to-school promotions. Case in point: Apple is reportedly launching its back-to-school campaign on June 17, per Bloomberg鈥攁 few days earlier than last year. While Apple is typically among the first to roll out seasonal deals, this year it won鈥檛 be alone.

US-UK trade deal eases barriers across key sectors: Our FAQ explains how the pact may benefit exporters and affect economic growth.

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This sponsored video by CVS Media Exchange (CMX) will explore retail media collaborations.

The insight: Clothing rental services are in the midst of a resurgence. Rent the Runway ended Q1 with a record number of subscribers, while Urban Outfitters-owned Nuuly added 40,000 members in the quarter alone. Our take: It鈥檚 taken time for companies to prove that the clothing subscription model can be sustainable. While Nuuly was the first to reach profitability, Rent the Runway鈥檚 rebound shows that there is an appetite for rental services that can deliver high-quality products at an affordable price point, as well as capitalize on consumers鈥� desire for newness.

The trend: Consumers who take weight loss drugs are eating less and consuming healthier foods when they鈥檙e on the medication. Our take: This behavior change is driving a slew of food sellers and CPG brands to develop product lines and reformulate items with GLP-1 users in mind.

More than two-thirds (69%) of US and UK gamers between the ages of 18 and 24 said the ability to play with friends is important, per Attest. 59% of Gen Zers said facing off with other gamers and cooperative gaming opportunities are their top motivation, per Newzoo.