蘑菇AV

With Amazon accounting for 76.7% of the US retail media industry鈥檚 $60.81 billion in ad spend, smaller retail media networks (RMNs) have to innovate to differentiate themselves in the longtail of the marketplace.

In our exclusive survey, CPG and general merchandise ad buyers shared their opinions of retail media network attributes across metrics including traffic, targeting, and ad cost.

Nearly three-quarters (74%) of US sell-side retail media decision-makers rank creative services as one of the most important services/solutions that retail media networks (RMNs) offer, according to Dentsu鈥檚 2025 Retail Media Industry report.

As tariffs put pressure on retail media budgets, advertisers are, in turn, pressuring retail media networks (RMNs) for more sophisticated measurement tools that provide them with richer data across the entire funnel.

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.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn鈥檛 being taken seriously, so it鈥檚 unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

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

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.

Retail media networks (RMNs) are using APIs to give advertisers more control over the management, measurement, and optimization of their campaigns.

Advertisers have higher expectations for retail media networks: That鈥檚 fueling a wave of updates from Best Buy, Instacart, and DoorDash.

As retail media networks (RMNs) clamor for advertiser budgets, the channel鈥檚 measurement shortcomings are moving into the spotlight. Advertisers cite a lack of cross-platform standardization among their top RMN-related challenges, but an overcorrection on measurement could do more harm than good.

Partnerships between retail media networks (RMNs) and connected TV (CTV) platforms are giving brands access to better data, more shoppable ad options, and a full-funnel approach that drives results. These collaborations can make targeting smarter, shopping easier, and measurement clearer, helping advertisers prove their effectiveness.

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.

2025 will be the year of 鈥渢rue co-branded storytelling鈥� for retail media creative formats, according to Brian Monahan, global client president, head of retail media solutions at Dentsu.

Connected TV (CTV) is already a wild west of providers, platforms, and inventory. Add retail media networks (RMNs) into the mix, and measuring success becomes even more complicated.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

An increasingly fragmented retail media ecosystem has made it difficult for advertisers to track campaign performance across multiple retail media networks (RMNs), said Liz Roche, vice president of measurement and media at Albertsons Media Collective.