Foundational Elements: Data and Network Building
Retail media continues to expand rapidly as brands and retailers harness digital touchpoints to influence purchase decisions. The foundation of any successful retail media strategy in 2025 lies in effective data collection and utilization. Retailers must evolve their data capabilities by integrating first-party data curated from shopper interactions across physical and digital channels. This data fuels personalized advertising efforts and enables better targeting accuracy.
Building retail media networks, however, presents both internal and external complexities. Internal alignment around the retail media unit remains a challenge, often requiring it to operate as a “second business within the business” while maintaining cohesion with overarching corporate goals. Externally, partnerships with technology providers, marketplaces, and third-party sellers demand clear strategies addressing the balance between Gross Merchandise Value (GMV) growth and margin contribution.
Measuring Impact and Industry Maturity
Measurement stands at the forefront of retail media’s next phase, with increasing emphasis on demonstrable impact and incrementality. Brands and retailers seek to understand how retail media campaigns directly affect sales lift and customer loyalty. Establishing robust measurement frameworks helps justify investments and align efforts with broader business outcomes.
Standardization efforts, such as those propagated by IAB Europe, aim to break down silos and promote transparency across the ecosystem. The push for common metrics and methodologies facilitates clearer comparisons, reduces fragmentation, and encourages collaborative growth. Industry leaders like Mirakl, BCG, Forrester, and major retailers including Douglas and Superdrug advise focusing on these areas for sustained retail media development.
Outlook
Looking ahead, the retail media landscape in 2025 will be defined by sophisticated data strategies, carefully structured network operations, and a commitment to measurement and standardization. Practitioners must prioritize alignment between retail media activities and overall business strategies while leveraging data to drive efficiency. Progress in measurement protocols will inform better decision-making, enabling retail media to mature as a key revenue driver. Delivering value across all stakeholders remains critical as retail media embeds itself deeper into commerce ecosystems.
