The news: China is outpacing the US in retail media’s global rise, with nearly half of its digital ad spending now flowing through retail platforms. While Amazon still leads globally, its growth is slowing—expected to rise just 18.6% in 2025. Meanwhile, players like Uber Eats, Meijer, and Albertsons are growing ad revenues at triple-digit rates. Our take: Retail media is becoming more fragmented and competitive. Success now requires portfolio diversification, especially as new channels—like last-mile delivery and in-store signage—gain momentum. What began as an Amazon-centric, US-led trend is now a worldwide shift reshaping how consumers discover, consider, and buy.

Retail and commerce media were huge topics at last year’s Cannes Lions festival, and this year, the festival is doubling down on the channel by introducing a new retail media sub-category in the Media Lions and Creative Commerce Lions awards. However, “the tone is definitely shifting” as the industry matures—and faces the threat of tariff-related impacts, according to our analyst, Sarah Marzano.

Private label sales growth outpaced national brands last year: Consumers' growing appetite for value is driving grocers to elevate their brands to compete against established names.

Inflation causes Gen Z shoppers to rethink when and where they shop: Growing financial strain is forcing shoppers to adjust their spending habits.

Albertsons struggles to fend off competition from mass merchants and club retailers: The grocer is leaning on promotions, private labels, and its pharmacy business to attract value-focused shoppers.

Partnerships between retail media networks (RMNs) and connected TV (CTV) platforms are giving brands access to better data, more shoppable ad options, and a full-funnel approach that drives results. These collaborations can make targeting smarter, shopping easier, and measurement clearer, helping advertisers prove their effectiveness.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

Growth rates will decline, but digital grocery will remain a key focus for retailers looking to drive incremental sales dollars in ecommerce.

Albertsons looks ahead: With the proposed Kroger merger in the rearview mirror, the grocer raised its annual profit forecast and mapped out its growth plans.

The economy is looking good as the calendar turns to 2025: Consumers are in a good position to spend, but the new administration’s policies could change that trajectory.

Albertsons blames Kroger for blocked merger: The grocer is seeking billions in damages, claiming the latter failed to make necessary concessions to appease regulators.

FTC scores another antitrust victory after judge blocks Kroger-Albertsons merger: The deal would reduce grocery competition and raise prices for shoppers, the court decided.

Fifty-eight percent of US households are “extremely concerned” about inflation: While grocery price growth has normalized, the rapid increases over the past few years continue to influence shopping behaviors.

The retail media landscape is evolving rapidly, requiring brands, networks, and tech partners to optimize and enhance their ad solutions and capabilities. Here are three recent announcements.

Sweater weather has arrived, meaning pumpkin spice-flavored everything will flood retail shelves. But consumers’ price consciousness could make it difficult for retailers to encourage spending on discretionary purchases. That’s why Amazon, Target, and Albertsons are expanding their private label brands, leaning on fun, seasonal flavors and small indulgences to get consumers to splurge beyond their normal groceries.

Agencies begin to doubt retail media’s efficacy:: Some are counseling caution as lack of standardization and the sheer number of RMNs make it difficult to assess whether brands’ investments are paying off.

Kroger benefited from shoppers’ deal-seeking behaviors in Q2: Despite a difficult operating environment, the grocer won over consumers with lower prices and expanded private label selections.

Retail media is the fastest-growing ad channel we track in the US, driven by new innovations, inventory growth, and new players launching media networks. Here’s a look at some of the biggest retail media moves from the first six months of 2024.

Albertsons, Costco, and Instacart are enhancing their retail media offerings. TikTok Shop reached a $1 million livestream. And three-time consecutive first place winner Walmart is developing immersive ways to shop and catering product lines to younger shoppers. Here’s our Unofficial Most Interesting Retailers List for June 2024.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of June. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Becky Schilling and Sara Lebow will defend their list against vice president of content Suzy Davidkhanian and director of Briefings Jeremy Goldman, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.