Retail media will reach $60.81 billion in 2025—adding more new dollars than Meta and Alphabet combined—and brands now rank incrementality as a top KPI. In this interview, Tinuiti’s Elizabeth Marsten lays out how to prove incremental sales, pick smarter tools, and keep measurement future-ready.

Incrementality has always been the holy grail of retail media. But lately, it’s taken on greater importance as ad budgets are squeezed and retail media networks (RMNs) fight for their share of ad dollars.

Consumers stick with Instacart amid uncertainty: The delivery platform’s orders jumped 14% in Q1 thanks to its Uber partnership and a lower minimum for Instacart+ members.

Private label brands are set for another surge in momentum as consumers become increasingly concerned about the impact of tariffs.

With Amazon accounting for 76.7% of the US retail media industry’s $60.81 billion in ad spend, smaller retail media networks (RMNs) have to innovate to differentiate themselves in the longtail of the marketplace.

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.

Advertisers have higher expectations for retail media networks: That’s fueling a wave of updates from Best Buy, Instacart, and DoorDash.

Instacart adds AI-powered tools for advertisers as ad growth slows: The new features make it easier for brands to create and optimize campaigns.

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

On today’s podcast episode, we discuss what makes Sam’s Club stand out against Costco and BJ’s, why its retail media offering is unique, and where it might be falling short. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sarah Marzano and Senior Analyst Zak Stambor.

The National Retail Federation (NRF)’s Big Show is happening in New York City this weekend, and will offer an opportunity for retail media networks (RMNs) to pitch themselves to advertisers. Even though retail media is huge—exceeding $62 billion in US ad spend this year per our forecast, most of those ad dollars will go to the biggest RMNs. The remaining players are vying over the same $8.58 billion that isn't scooped up by Amazon, Walmart, or Target.

Customer data collection, the dawn of retail media, and AI-assisted shopping has upended a retail industry already in the midst of a big-box transformation at the tail end of the 20th century. And then there is one of the biggest elephants in the room: Amazon. Here are some of the most impactful changes that marketing leaders have seen over the last 25 years.

Later acquires Mavely for $250 million: The deal integrates influencer monetization tools, enhancing measurable ROI and full-funnel marketing capabilities.

2025 will bring significant change to the retail industry: Several of the main trends dominating retail—genAI, RMNs, and China’s ecommerce disrupters—will look very different this time next year.

EMARKETER clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

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.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

Digital ad spend tops $300 billion in 2024: Video dominates growth, driving display advertising's share and reshaping ad strategies through social and OTT.