In 2025, retail media is experiencing significant growth, transitioning from on-site ads to full-funnel strategies across various platforms including programmatic and social. Advertisers anticipate that RMNs must deliver measurable results in the latter half of the year to maintain ad spend. Partnerships and improved data strategies are becoming essential as media buyers seek transparency and robust metrics. Amazon remains a leader in the market due to its extensive resources, while other retailers like Walmart and Instacart are intensifying competition to keep pace.
Media buyers are focused on total commerce strategies, full-funnel measurement and total transparency in the off-platform push.
This year, you're starting to see more streamlining, more material partnerships start to transpire because RMNs understand that having the data alone is not the full story.
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