In-store retail media is Europe’s next big ad opportunity. But as retailers digitize stores, standardization and measurement challenges are dragging advertiser adoption.

In-store retail media has long been a mysterious black box for marketers—hard to measure and optimize. But thanks to first-party shopper data and AI-driven measurement tools, that’s changing. Marketers can now pinpoint how shoppers engage with in-store campaigns and tie those interactions directly to sales.

Despite the rise of digital shopping, brick-and-mortar still dominates retail. This makes in-store digital advertising attractive for marketers, but a new EMARKETER and Placer.ai study reveals critical disconnects between marketers' assumptions and consumer reality.

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.

In the increasingly crowded retail media space, hiring could be one strategy for networks to differentiate themselves from competitors.

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

Nearly every major retailer (and many smaller ones) has already launched media networks, but it’s not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

Hy-Vee promotes head of retail media to be CMO: The fast-growing sector is providing a new path to corporate leadership.

The battle between Walgreens and Cooler Screens underscores in-store retail media challenges: Glitchy technology, measurement challenges, and outdated store infrastructure doomed the partnership.

Currys expands retail media network into stores: The electronics retailer is betting that its unique access to 80% of UK households and extensive network of digital screens will appeal to advertisers.

What’s next for retail media? The rapidly expanding ad channel is facing growing pains as the majority of RMNs struggle to keep pace with Amazon and Walmart.

In response to rising costs, retail in 2024 was dominated by consumers’ desire for deals and discounts. And as President-elect Donald Trump’s proposed tariffs will raise some prices even higher in 2025, consumers may turn to in-person shopping to control their spending.

Walmart Connect attracts marketers, gaining ground over Amazon: Digiday data shows that marketers are enticed by Walmart’s growth and unique ad space.

EMARKETER analysts highlight four trends that will affect digital advertising in 2025.

Walmart’s ad revenues grow 28% in Q3: Flipkart drives 50% international growth, while Walmart Connect expands with more marketplace sellers.

Instacart, CVS, 7-Eleven see opportunity in in-store retail media: All three expanded ad capabilities in response to surging advertiser demand.

Instacart expands Caper Cart ad opportunities to capitalize on in-store retail media demand: The company joins Ahold Delhaize in beefing up its offerings to give CPG advertisers more ways to reach shoppers.

Looma secures $10 million to expand its in-store media platform: Funding reflects broader industry shift toward in-store retail media as brands seek dynamic in-store engagement.

IAB introduces in-store retail media standards: New guidelines aim to unify ad formats, metrics, and improve measurement transparency.

Retailers invest in virtual reality, mobile apps, and AI to improve the customer experience: Walmart, Levi’s, and Family Dollar are among the companies turning to tech to boost sales.