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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.

Consumers typically buy consumer packaged goods (CPG) more frequently and often in-store, making those purchases different from general merchandise. Nonetheless, ad-buying on retail media networks (RMNs) is somewhat more established with more sophisticated options for CPG than for general merchandise because retail media has been a staple of CPG ad-buying for longer. That means CPG ad-buying habits could be a model for future trends in retail media.

Retailers are forging closer relationships with creators. Retail media networks (RMNs) have partnered with creator networks and social platforms to satisfy advertiser demands for incrementality and stay relevant as shopping becomes more social.

Retail media is taking Latin America鈥檚 digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

Retail media search is gaining steam while Google and other traditional search players lag. Marketers will grapple with genAI and measurement challenges as they rely more heavily on retailers鈥� search ad offerings.

In response to rising costs, retail in 2024 was dominated by consumers鈥� desire for deals and discounts. And as President-elect Donald Trump鈥檚 proposed tariffs will raise some prices even higher in 2025, consumers may turn to in-person shopping to control their spending.

Global ad revenues surpass $1 trillion in 2024, says GroupM: Retail media and digital platforms drive rapid growth amid linear TV decline.

Retail media was the fastest-growing ad channel we tracked in the US in 2024. While that growth will slow slightly (from 20.4% to 20.2%) in 2025, it鈥檚 still primed for innovation鈥攁nd challenges. Here鈥檚 what our analysts and podcast guests had to say about retail media, with insights into what it means for 2025.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

Physical stores are the new frontier for retail media. But undeveloped tech capabilities, competing priorities, and unproven new formats are hurdles retailers need to address.

Walmart and Target reported their Q3 earnings last week. Despite varying retail success, both reported strong growth in their retail media networks鈥擶almart Connect鈥檚 US business grew 26% while Roundel鈥檚 growth was in the mid-teens, per CEO Brian Cornell.

The pandemic gave advertisers in Germany a taste for digital. Digital advertising will see record levels of growth for the next three years鈥攚ith retail media as the main driver鈥攆ar ahead of spending on traditional media.

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.

France鈥檚 relative digital immaturity is shifting, with digital advertising growth leaving traditional channels behind. Retail media is leading the way, and Amazon is benefiting the most, with the creation of the new triopoly.

Retail media has swallowed up the shopper and trade marketing budgets of CPG brands. Incrementality is the top KPI for RMN advertisers, but it鈥檚 not the only one.

The digital ad channel is hugely dominant in the UK, so there is increasingly less room for growth. But in the broader digital category, retail media is the main driver.