Retail media has been defined by astronomical growth, but subdued results from industry heavy hitters hint at the limitations of on-site monetization. Many retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won’t happen overnight.

Key Question: What will drive retail media success off-site?

Key Stat: US retail media off-site ad spending will grow by 42.1% in 2025, more than twice the rate of on-site ad spending (15.3%).