蘑菇AV

Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won鈥檛 happen overnight.

As retail media networks (RMNs) clamor for advertiser budgets, the channel鈥檚 measurement shortcomings are moving into the spotlight. Advertisers cite a lack of cross-platform standardization among their top RMN-related challenges, but an overcorrection on measurement could do more harm than good.

With Amazon accounting for 76.7% of the US retail media industry鈥檚 $60.81 billion in ad spend, smaller retail media networks (RMNs) have to innovate to differentiate themselves in the longtail of the marketplace.

Meta enhances its retail media tools: New APIs and ad formats aim to drive in-store and ecommerce sales while offering retailers better attribution data.

"Retail media could have a key role to continue driving growth for advertisers which sell products through retail," said Jonathan Fasano, business development director at Walmart Connect Mexico and Central America, during a recent 蘑菇AV Summit on commerce media.

Latin America鈥檚 digital economy will undergo significant changes in 2025 as retail innovation and regulatory changes redefine business dynamics for global and local players alike.

Walmart鈥檚 Q1 ad revenues surged 50% year over year: Vizio鈥檚 integration is powering its leap into connected TV and retail media dominance.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

Retail media鈥檚 rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.

Vizio boosts Walmart鈥檚 retail media edge: New beta program brings exclusive connected TV inventory under Walmart鈥檚 direct control.

As tariffs put pressure on retail media budgets, advertisers are, in turn, pressuring retail media networks (RMNs) for more sophisticated measurement tools that provide them with richer data across the entire funnel.

No matter when or how they land, President Donald Trump鈥檚 tariffs will shake up retail and digital media.

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.