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Though there鈥檚 still a ways to go, retail media is evolving toward a system that鈥檚 media- and retailer-agnostic, offering unfettered visibility and optimization potential, increased transparency, and better outcomes for retailers, advertisers, and consumers.

Retail media鈥檚 growth will continue to be fueled by two complementary advertiser needs: the need for measurable sales, and the need for privacy-compliant data that can be used to reach consumers at the top or middle of the purchase funnel.

But the boom in retail media networks (RMNs) has given retailers more tools to promote their own brands across a range of fast-growing channels, including social media and connected TV (CTV). Retailers are relying on private label brands to strengthen customer loyalty. Strong private label brands help drive store traffic with exclusive products.

奥补濒尘补谤迟鈥檚 retail media network generated 11 billion impressions in Q1: The retailer is chipping away at Amazon鈥檚 dominance, despite the latter鈥檚 moves to boost non-endemic spend.

Smaller retail media networks (RMNs) vie for limited spend. Amazon and Walmart account for 84.2% of US retail media ad dollars, per our November 2024 forecast, leaving other RMNs competing for a small slice.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

Commerce media networks are expanding beyond retail into new verticals like travel and financial services, creating opportunities for targeted advertising using first-party purchase data. The key to growth will be achieving a delicate balance, and engaging鈥攔ather than alienating鈥攃onsumers.

On today's podcast episode, we discuss what commerce media encompasses, the size of the financial and travel networks, and the companies to pay closest attention to in this space. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Arielle Feger and Principal Analyst Sarah Marzano.

Retail media networks are moving out of their comfort zones, and they're needing to find ways to partner with social platforms who aren't exactly known for openly sharing their data. In order for retail media networks to position themselves to help deliver on the promise of better measurement, formal integrations and solutions like data clean rooms are going to be a crucial component.

CVS Media Exchange (CMX) announced yesterday the beta launch of a new self-service offering in collaboration with The Trade Desk. The offering includes enhanced audience targeting, transparent ad pricing, the ability to activate media through its data service provider, and improved performance insights.

Over 9 in 10 US marketers plan to promote creator partnerships via retail media networks in 2025, according to a 2024 LTK and Northwestern University study. Use this chart: Marketers can use this chart to strategize and identify influencer partnerships that align with consumer preferences.

Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.

Hy-Vee promotes head of retail media to be CMO: The fast-growing sector is providing a new path to corporate leadership.

As a retail media network (RMN) builds out its data collaboration platform reducing risk should be top of mind. To safeguard user data, RMNs can implement a data clean room and other privacy enhancing technologies to create a trusted environment and propel growth.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss what's fueling the non-endemic retail media fire, how to do non-endemic advertising the wrong way, and how success is measured. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and analyst Sarah Marzano.

Retail media is moving beyond performance to become a tool that marketers can use to drive both sales and brand awareness. In this next evolution, off-site, in-store, and upper-funnel formats like connected TV (CTV) and social will play a larger role in marketers鈥� retail media strategies as they seek more scale and control over their campaigns.

Retail media has matured greatly since our 5 retail media networks (RMNs) worth watching. That evolution has come from growth in spend (we forecast US omnichannel retail media ad spend growth at 26.0% this year, with larger increases in off-site and connected TV), in-store innovations, and new entrants from other non-retailers.

Yesterday, The Home Depot hosted its first in-person retail media marketing summit, InFronts, where it introduced its revamped retail media network, Orange Apron Media. In addition to the new name, the retail media network will expand its services to include a unified on-site/off-site platform, a data clean room solution, and new media partners.

Does a set of standards devalue retail media 苍别迟飞辞谤办蝉鈥� walled gardens? Unilever is trying to convince the industry that it doesn鈥檛, and is urging competitors to come together.

Amazon is the biggest retail media network in the US, accounting for three-quarters of retail media revenue share, per our forecast. But its limited grocery footprint leaves an opportunity for competition. Here are recent updates in grocery retail media, and a prediction on the future of in-store retail media.

Which networks should brands be paying attention to as they refine their retail media strategy? From the king of them all to the ones that are just catching up, here are five retail media networks to keep an eye on this year.

Retail media is moving from its initial state (search and on-site display ads) up the funnel toward social, open web, and connected TV. As retail media networks move into their next era, they should leverage partnerships to explore new channels, said Evan Hovorka, vice president of product and innovation at Albertsons Media Collective.