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NOVEMBER 24, 2025 |
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As more brands build retail media networks (RMNs) to connect advertisers with shoppers, the once experimental channel has grown pivotal to marketers. |
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“That scale reflects how central retail media has become to both retailers and brands, connecting audiences, data, and commerce in ways that weren't possible just a few years ago,” said our analyst Sarah Marzano, in a recent EMARKETER webinar. “For marketers, [RMNs are] not just an add-on anymore, [they’re] increasingly central to advertisers’ overall marketing strategies.” |
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Where RMNs are growing |
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Much of the hype around RMNs has plenty of data to back it up. |
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RMNs are expected to capture 20.0% of US ad spend by 2029, according to a September 2025 EMARKETER forecast.
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On average, RMNs expect 10% YoY growth in 2025, per an October 2025 survey from EMARKETER, Bain & Company, and ROI Rocket. |
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As CTV investment accelerates, so does scrutiny. Marketers face pressure to validate every ad dollar, yet measurement across connected TV (CTV) remains fractured and disconnected from the outcomes that matter: Sales. |
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A new expansion of the partnership between Albertsons Media Collective and NBCUniversal aims to close that gap. |
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The two companies have introduced CTV closed-loop measurement that securely connects NBCUniversal’s premium video ad exposures to Albertsons’ in-store and digital transactions.
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Using clean room technology, the partners link both companies’ first-party data to deterministically match impressions with real purchase behavior. |
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This allows marketers to see how premium CTV advertising influences revenue across the path to purchase. |
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