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That鈥檚 why it鈥檚 focused on controlling the controllables: improving the omnichannel experience to make shopping more convenient for customers, building incremental revenue streams like its third-party marketplace and retail media network, and maximizing operational efficiency. But the landscape is not favorable to Best Buy.

Retail media will account for about 1 in 5 digital ad dollars this year. That鈥檚 about double the share it held in 2020. We expect it to surpass the one-quarter mark by 2028.

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.

This sponsored article by Tinuiti will explore iROAS in retail media.

FMNs are a small but burgeoning part of commerce media, offering valuable first-party transaction data. Despite their promise, FMNs face scale limits due to data sensitivity and must find ways to shift audiences toward commerce-focused behaviors.

Commerce media is expanding in terms of numbers of players, but ad spend patterns remain the same.

Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan鈥檚 casinos, RE/MAX鈥檚 real estate websites, and Planet Fitness鈥� gyms.

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

Acadia acquires Crush to expand Amazon-first capabilities: The deal reflects growing demand for full-funnel retail media solutions.

In January, the most interesting retailers capitalized on New Year鈥檚 trends like resolutions, lower-alcohol consumption, and an influx of holiday returns. Poshmark and Sephora introduced new partnerships, while Amazon and Temu increased their own retail media-related offerings. Here are the eight most significant retail developments of January 2024, ranked by their potential market impact.

Amazon鈥檚 next move is to grow the retail media market. The company is licensing its ad tech to other retailers in a pilot program as its own retail media growth begins to slow. The company鈥檚 retail media dominance is looking less impenetrable as Walmart begins to close the gap. The ad industry is prepared to pounce on a year of market gains and consolidation.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

奥补濒尘补谤迟鈥檚 ad revenues grow 28% in Q3: Flipkart drives 50% international growth, while Walmart Connect expands with more marketplace sellers.

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

But the boom in retail media networks (RMNs) gives the growing number of retailers with in-house ad businesses more ways to promote their owned brands throughout the path to purchase. Retailers have the advantage of stores to boost brand awareness. Stores remain the top channel for new product discovery, per our July 2024 Path to Purchase survey.

Instacart expands Caper Cart ad opportunities to capitalize on in-store retail media demand: The company joins Ahold Delhaize in beefing up its offerings to give CPG advertisers more ways to reach shoppers.