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DECEMBER 22, 2025 |
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Our annual readership survey is now open. |
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Your input directly shapes what we cover, how we format our newsletters, and where we focus in 2026. It takes about five minutes, and everyone who completes it is entered to win one of five $100 Amazon gift cards. |
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In 2025, retail media found itself at a turning point as networks, advertisers, and platforms pushed into new territory and redefined what the channel could be. |
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Here are five of our top stories from the year, from the challenges of tracking CTV campaigns to the evolving competitive landscape shaped by Amazon, Walmart, and a wave of innovative smaller networks. |
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Why it mattered: Retail media connected TV (CTV) ad spend grew 38.0% in the US in 2025 as retail media moved up the funnel, according to our September forecast. Advertisers were drawn to the idea of retail media precision with premium video, but a fragmented landscape and a lack of standardization made measurement difficult. |
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This put pressure on retail media networks (RMNs) to team up with streamers for more accurate attribution. However, to keep advertiser dollars coming in, networks must continue to boost their measurement capabilities, providing full-funnel attribution. |
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"The retail media landscape is only becoming more crowded, but Target's guest insights are often cited as a key differentiator," said our analyst Sarah Marzano during EMARKETER's recent Commerce Media Summit. |
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She was joined by Shawn McGahee, senior director of performance and insights at Roundel, Target's retail media arm, to discuss how the network is leveraging guest insights, measurement innovations, and AI to create meaningful connections between shoppers and brands. | Guest-first approach sets Roundel apart
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Roundel's strategy is built on three key differentiators that position it uniquely in the retail media landscape. |
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"Roundel doesn't spam its guests," said McGahee. "We really focus on curated messaging that's integrated within the guest experience so that it feels additive as opposed to disruptive." |
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