蘑菇AV

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.

Leveraging over 90% of sales data, Target's innovative use of first-party information through its Circle program and Roundel network is redefining how brands connect with consumers. Explore the transformative power of data in crafting personalized shopping experiences that resonate and drive loyalty.

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.

US digital ad spending growth will dip below 10% YoY in 2025, but retail media, social networks, and CTV will still perform above the overall average.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

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. What are the key benefits of MMM?

Led by retail media, commerce media is well on its way to becoming an essential component of many advertisers鈥� media budgets. But a rapidly diversifying field of competitors will change how advertisers approach the channel.

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.

In-store retail media is Europe鈥檚 next big ad opportunity. But as retailers digitize stores, standardization and measurement challenges are dragging advertiser adoption.

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.

Advertising applications for Google鈥檚 AI: 鈥淕emini 2.5鈥檚 advanced features can enhance our data analysis and add support across our product suite, including segmentation, activation, and clean room-powered measurement for advertisers, publishers, and retail media 苍别迟飞辞谤办蝉,鈥� said Roopak Gupta, VP of engineering for marketing data firm LiveRamp. Top features:. Faster responses.

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.

Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers鈥� and retailers鈥� go-to-market strategies.

Search and retail media stand to benefit鈥攁nd Nielsen confirms this, showing that 65% of marketers believe retail media networks will play a growing role in media strategies in 2025. Our take: As economic uncertainty becomes the norm, advertisers will see greater adaptability, rather than increased ad spend, as their biggest advantage.

鈥淎蝉 retail media has grown, the landscape has become increasingly complex and fragmented, said 蘑菇AV principal analyst Sky Canaves during last week鈥檚 蘑菇AV's summit on Commerce Media Trends 2025. 鈥淐omparisons are hard when standards vary across channels and platforms.鈥�

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.

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.

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.

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 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 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.

In-store sales data is a massive opportunity gap. The biggest gap between how retail media networks (RMNs) perform today versus their most desired attributes was with in-store sales data. With nearly 90% of grocery sales still occurring in physical stores, RMNs that deliver seamless omnichannel sales attribution will be well positioned to capture consumer packaged goods (CPG) advertising budgets.

Cara Pratt, SVP of Kroger Precision Media, is right when she says that 鈥渞别迟补颈濒 media is 尘别诲颈补.鈥� While the fast-rising ad format may draw its unique power from retail鈥攕pecifically the first-party consumer purchase data used for high-octane targeting and closed-loop measurement鈥攊t鈥檚 not a physical product sold on store shelves and shouldn鈥檛 be treated as such.

An emerging tension between retailer ads and customer experience (CX) is brewing as consumers grow more attuned to high ad loads online and in stores. Retailers鈥� core competency of delivering exceptional CX is now being pitted against their own retail media 苍别迟飞辞谤办蝉鈥� desire to expand their digital advertising surface area to capture high-margin revenues.