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Explore the key themes, trends, and expert insights shaping the future of retail media.
From infrastructure to innovation - this paper breaks down the four biggest focus areas everyone working in Retail Media should know.
The New Reality: A Fragmented Consumer and Retail Landscape
The retail industry is undergoing an unprecedented shift, driven by fragmentation in consumer behavior, economic conditions, retail models, and media ecosystems. Retail Media Networks (RMNs) are no longer an optional revenue stream but a fundamental necessity for retailers to differentiate themselves in an increasingly complex marketplace.
"The reality is that outside of a few large retailers, most retailers don't have the on-platform scale to hit those numbers that they've promised their businesses. So they have to move to offsite media, because that's where they can leverage the audiences and the data that they have across really the open internet." explains Claire Wyatt GM, Client Service - Retail, The Trade Desk
The Fragmenting Economics of Retail: Differentiation as the Key to RMN Success
With 78% of RMNs citing differentiation as a more significant challenge than profitability or ROI, the ability to stand out in an increasingly saturated marketplace is critical.
Andrea Leigh, a leading retail expert, highlights the importance of differentiation: “How do you become a destination for brands to invest? A great way to do that is by solving the key pain points that advertisers face—such as data and cost. Winning means differentiating on these challenges or proving that you have the audience they seek.”
The Fragmenting Retail Model: Navigating Changes in On- and Off-Platform Strategies
The retail model is evolving rapidly, with AI-driven search, 3P marketplaces, and in-store digital innovation reshaping how consumers discover and engage with products.
In-Store Retail Media: A Growing Ecosystem
Colin Lewis describes how in-store retail media is developing its own infrastructure: “Over the past year, in-store screens have evolved into a distinct ecosystem, complete with content management systems and ad tech. However, many marketers have yet to fully grasp the new opportunities this creates.”
Lewis also highlights the immediate impact of in-store digital advertising: “I saw a high-definition screen in-store that immediately captured attention and simplified the shopper’s decision-making process. This kind of placement is a game-changer for brands.”
3P Marketplaces and Their On-Platform Impact
Bryan Gildenberg highlights the transformative power of third-party (3P) marketplaces:
- “3P sellers see value in inventory that other brands may overlook.”
- “As a percentage of sales, their advertising spend is often much higher than that of established brands due to different growth objectives.”
- “Because they prioritize expansion over efficiency, they don’t cap budgets the same way large brands do.”
The Fragmenting Media Ecosystem: Transparency, Ease, and Integration
The intersection of retail media and social media is shaping consumer behavior, and brands must adapt.
Andrea Leigh emphasizes the importance of building a strong brand presence: “Retailers need to be top of mind and ensure their on-site search is highly effective. When a shopper leaves TikTok, they must be able to efficiently find the product on the retailer’s site.”
