Retail Media Insights, Unfiltered

What Buyers Really Want From Retail Media Networks

Retail media ad spend is expected to reach over $277B in 2029—a 65% increase from 2025. However, our research uncovered an interesting stat: While 91% of agency leaders say RMNs are part of strategic planning, most still spend less than 5% of their budgets there. So what’s holding retail media back?  

Our latest research report, Getting Real About Retail Media: Unfiltered Perspectives on Advertising’s Next Big Opportunity, digs into the data, challenges, and opportunities shaping the future of RMNs. Inside, you’ll discover:

• A Full-Funnel Growth Channel: Full-funnel expectations from brands and agencies are on the rise for RMNs. Learn how retailers can balance brand-building and performance goals to maximize impact.
• CTV & Off-Site on the Rise: Emerging channels like CTV, DOOH, and other off-site formats are gaining traction. Find out how to activate and measure them effectively.
• Breaking Down Silos: Budgets split across brand, performance, and trade teams lead to competing goals. Explore how to align goals for faster growth.
• Strategy Shapes Spend: Strategic planners lean into premium formats; tactical teams stick to search and sponsored products. See what’s needed for team-wide cohesiveness.
• Tech is the Tipping Point: Buyers are ready to scale, but current RMN infrastructure can’t yet deliver the speed, flexibility, and integration they expect. Discover what’s required for RMNs to get there.

Download the full report today to see what media buyers actually need from RMNs—and how retailers can deliver the capabilities that drive greater investment and long-term growth.