The Shifting Landscape of Retail Media
Retail media is moving from rapid expansion to disciplined growth. With budgets under closer C-suite scrutiny and measurement demands rising, networks and brands must trade one-size-fits-all tactics for tightly scoped strategies that prove value across short and long term metrics.
Growth Drivers and In-Store Expansion
Expect in-store retail media to scale as retailers deploy digital shelves, screens, and programmatic displays that close the gap between discovery and purchase. Third-party marketplaces will keep fueling RMN revenue by offering sellers turnkey ad inventory and demand from advertisers seeking diversified reach. Performance TV will continue to expand but will face ROAS ceilings unless paired with advanced attribution and audience matching to show real business outcomes.
Evolving Measurement and Content Strategies
Traditional marketing mix models will struggle to capture fast-moving commerce signals and cross-channel effects. Incrementality testing and unified measurement stacks will replace single-source models as the baseline for spend decisions. Content moves from nice-to-have to conversion engine: creator activations provide authentic discovery and first-party signals, while digital endcaps and short-form social video tighten the path from attention to purchase. Measurement must link creative formats to incremental sales, not just engagement.
Strategic Imperatives for Future Success
Experiential retail media will gain traction as a tool for lifetime value. Sampling, in-store trial, and live events generate immediate conversion and feed long-term loyalty. Challenger brands, leaner and more agile in media allocation, often outperform incumbents during downturns by prioritizing conversion-driven formats and direct relationships with retailers. For RMNs, reclaiming ownership of first-party data is a must. Data portability, consented identity solutions, and tighter advertiser-facing APIs will determine competitive differentiation.
Preparing for 2026 and Beyond
Leaders will combine rigorous incrementality testing, investment in high-impact content, and operational control of 1P data. That trio turns retail media from a revenue stream into a strategic asset that drives measurable business outcomes. Start by mapping gaps in measurement, testing creator-driven pilots on digital endcaps and social video, and setting a roadmap for data governance and identity.
