The Evolving Landscape of Retail Media
Retail media continues fast growth and rising competition as retailers and brands chase attention where shoppers buy. Adobe data shows traffic gains outpacing conversion improvements, underlining the need to move beyond clicks toward measurable commercial impact. AI is already reshaping shopper signals and campaign workflows, shifting focus from experimentation to operational delivery.
Core Predictions for the Year Ahead
Unifying Data and Measurement
Expect stronger demands for reporting standardisation and transparent incrementality. Industry bodies such as IAB Europe will accelerate common formats for viewability, billing and outcome metrics. Advertisers will insist on experiments and lift studies that link digital exposure to in-store and post-click sales. First-party customer graphs remain the foundation, with privacy-safe third-party enrichment used to improve audience resolution and attribution where permitted.
AI’s Practical Applications
AI shifts from promise to production. Retailers will deploy proprietary models for targeting, creative generation and bid optimisation to preserve shopper relevance and margin. Agentic AI and automation will reduce manual ad ops, speed A/B testing and surface high-value product assortments. Governance and model validation will be as important as accuracy to retain advertiser trust.
Beyond On-Site: Omni-Channel and Full-Funnel
Media strategies will extend across the shopper journey from awareness to purchase. The “sofa to store” dynamic will see CTV, DOOH and social drive early consideration while programmatic buys scale reach. In-store screens, checkout placements and QR-enabled experiences become measurable touchpoints that feed back into online targeting and measurement systems.
Strategic Implications for the Industry
- Build integrated measurement stacks that prove sales lift, not just clicks.
- Invest in first-party data architecture and selective third-party signals for enrichment.
- Develop proprietary AI capabilities with clear governance and performance metrics.
- Monetise omnichannel inventory and standardise offers to attract brand budgets.
Conclusion
2026 will be a maturity year for retail media. Networks that combine rigorous measurement, pragmatic AI and multi-channel reach will capture long-term brand investment. For retailers and brands the priority is simple: align data, prove business outcomes and scale beyond the storefront.
