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Two in three advertisers don鈥檛 plan to invest in new retail media networks (RMNs) in the next couple of years, according to Association of National Advertisers (ANA) data. 鈥淭he majority of dollars used to fund investments in retail media are being borrowed from existing budgets within advertisers鈥� organizations,鈥� said our analyst Sarah Marzano.

Amazon鈥檚 new Retail Ad Service, announced last week, is certainly the biggest retail media news of the year so far. In offering its ad-tech to power other retailers' media networks (RMNs), Amazon could disrupt how retail media operates for retailers, advertisers, vendors, and consumers alike.

Our predictions for retail media networks, smart TV watching, and generative AI.

The retail media landscape is dominated by national retailers like Amazon and Walmart, which boast the No. 1 and No. 2 retail media networks in the US by digital ad spend, per our forecast.

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

尝辞飞别鈥檚 retail media network rebrand isn鈥檛 signaling a new identity, but a confirmation of the relationship it's built with its advertising partners.

On today鈥檚 podcast episode, we discuss some of the moves commerce media players have made this year to stand out from the pack, why advertisers are investing in more or fewer media networks, and the main challenges for advertisers when it comes to working with media networks. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Arielle Feger, and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

The payments giant is expanding its financial media network to monetize its data and push profitability efforts forward

尝辞飞别鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service 尝辞飞别鈥檚 Media Network and plans to launch four new channels this year.

Here鈥檚 how ad buyers ranked the retail media networks of 14 leading CPG-focused retailers鈥攊ncluding Ahold Delhaize, Albertsons, Amazon, Costco Wholesale, CVS, Instacart, Kroger, Target, and Walmart鈥攁ccording to the attributes they value most.

Brands also have higher expectations for the retail media networks (RMNs) they work with, putting the onus on Instacart to simplify the ad buying experience, expand its reach to fast-growing channels like CTV and in-store retail media, and otherwise help advertisers optimize spend.

US omnichannel retail media ad spend will account for nearly a quarter of total media ad spend by 2028, reaching $129.93 billion, per our forecast. This growth will be fueled by a surge in retail media search, non-endemic partnerships, and off-site placements. However, financial media networks may give retail media networks some competition for advertiser dollars.

The change is not an ad move, but it shows how non-endemic links could be a potential growth engine for retail media networks. Amazon has been experimenting with new growth engines for its ad business, recently making its Retail Ads Service available to other retail media networks (RMNs). Now it鈥檚 expanding its non-endemic ads business.

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.

鈥淐onsumers are not just looking for the cheapest option,鈥� said Aki Susko, director of media sales at Ahold Delhaize鈥檚 retail media network. 鈥淭hey want the best value for their money.鈥�. Here are four strategies for retailers to deliver value to consumers across the purchase path. 1. Leverage retail media for value-driven campaigns.

UK retailers are leading the charge on in-store retail media, thanks to their already extensive digital screen networks. Here鈥檚 what brands and retailers worldwide can learn from the digitization of UK stores.

US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 蘑菇AV forecast.

Off-site retail media ad spend will grow 42.1% in 2025, almost three times as much as on-site, according to our November 2024 forecast.

Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.

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

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.