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Only 40% of US retail media networks (RMNs) offer self-service sales data, according to Q2 data from Mars United Commerce.

The number of retail media networks (RMNs) worldwide offering competitive conquesting (the ability to target campaigns to competitors鈥� shoppers) has risen from 10 in Q2 2024 to 15 in Q2 2025, a 50% increase, according to data from Mars United Commerce.

Retailers have built lucrative revenue streams from retail media networks (RMNs), leveraging on-site ad inventory and first-party transaction data. As the potential grows for consumers to shop through AI agents instead of retailer sites or apps, those data streams and ad surfaces are at risk.

Retail media search ad spending propelled retail media ad spending to its current size. Now, more retail media networks are closing in on search feature parity, and advertisers are looking for ways to approach the critical channel.

On today鈥檚 podcast episode, we discuss how retail media is impacting traditional search marketing, and how marketers can best leverage themselves on the wave of new retail media network platforms. Then, we break down how AI tools will affect the future of paid search advertising. Join our conversation with guest host and Director of Reports Editing, Rahul Chadha, Principal Analyst, Sarah Marzano, and Senior Analyst, Max Willens. Listen everywhere you find podcasts and watch on YouTube and Spotify.

Key stat: The number of retail media networks (RMNs) worldwide offering competitive conquesting (the ability to target campaigns to competitors鈥� shoppers) has risen from 10 in Q2 2024 to 15 in Q2 2025, a 50% increase, according to data from Mars United Commerce.

On today's podcast episode, we discuss the state of some of our 2025 predictions, including GenAI鈥檚 influence on business growth, the influence of China鈥檚 e-commerce disruptors, the squeeze on retail media networks, and more. Then, we offer a few more slightly spicier predictions for the remainder of the year ahead. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Vice President Suzy Davidkhanian and Senior Analyst Carina Perkins.

Retailers that aimed to be media giants are hitting headwinds as ad growth slows. To stay competitive, retail media networks must rethink org structure, sharpen media skills, and plan smartly to thrive in a more challenging landscape.

As retail media networks expand, one of the biggest challenges facing marketers is measurement. In fact, 42% of US retail media buyers believe that more effective and accurate campaign measurement is the most important issue in retail media advertising today, according to March 2025 data from Koddi. To help advertisers better assess the effectiveness of their campaigns, Sam鈥檚 Club Member Access Platform (MAP) has introduced Omni-Impact鈥攁 new AI-powered measurement solution.

Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won鈥檛 happen overnight.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.