Retailers face big hurdles in 2025. From competing with Amazon's advertising empire to figuring out generative AI (genAI) technology to keeping shoppers on apps, these challenges are forcing retailers to adapt quickly. Here's what these problems look like today—and how they could potentially be resolved.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

In 2025, there will be a stronger focus on performance marketing as advertisers seek to prove their efforts are worth the investment.

A lot can happen in a week. Rue21’s customer overlap with TikTok Shop could position the brand to benefit from a potential TikTok ban. Meanwhile, Gen Z consumers are increasingly choosing alcohol-free lifestyles, reflecting health-conscious preferences. Cost-consciousness drives brand switching, but convenience remains key in purchase decisions. Here are five stats that caught our eye this week.

Amazon’s new Retail Ad Service, announced last week, is certainly the biggest retail media news of the year so far. In offering its ad-tech to power other retailers' media networks (RMNs), Amazon could disrupt how retail media operates for retailers, advertisers, vendors, and consumers alike.

Amazon will begin selling its ad tech to third-party retailers: The new Amazon Retail Ad Service will give companies access to the retailer’s advanced targeting and sizable advertiser network.

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.

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.

On today’s podcast, we discuss the EMARKETER report, 9 Pivotal Shifts in AI, Regulation, and Advertising That Will Change the Business Landscape. Our analysts will compete in the Great Behind The Numbers Take Off – Top Trends edition, borrowing from the television show, The Great British Bake Off. In the Take Off, we will talk in-depth about how retail media, social and AI will undercut traditional search and will governments protect children from digital ad giants. Listen to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Evelyn Mitchell-Wolf, and Analyst Bill Fisher. Listen everywhere and watch on YouTube and Spotify.

The Consumer Electronics Show (CES) starts tomorrow, but companies have already begun announcing their latest consumer technology innovations. Here are two recent announcements and what they could mean for retail media.

3 2024 retail misconceptions: Retail media, QR codes, and microcommunities Brands and retailers got a lot right in 2024. Commerce media expanded further into non-retail channels like payments and travel. Brands found their own voices on TikTok. And in-person events helped drive traffic to stores. But the year also came with a number of lessons for retail. Here are three misconceptions retail experts noticed in 2024, and how brands can get them right in the 12 months ahead.

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.

In 2024, retail media and CTV converged: First-party data enables precise targeting, while connected TV enhances ad personalization and tracks purchase behavior.

Here are three strategies retailers can learn from big tech players to pump up on-site ad revenues.

Ad buyers will see a year of agency changes, privacy problems, AI innovations, and media network competition in 2025. Here are five charts to help media planners prepare for the year ahead.

Consumers typically buy consumer packaged goods (CPG) more frequently and often in-store, making those purchases different from general merchandise. Nonetheless, ad-buying on retail media networks (RMNs) is somewhat more established with more sophisticated options for CPG than for general merchandise because retail media has been a staple of CPG ad-buying for longer. That means CPG ad-buying habits could be a model for future trends in retail media.

68% of US internet users think marketing from national brands with local messaging makes ads more relevant and shows advertisers are investing in local communities, per a study from The Harris Poll and Locality.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

Global ad revenues surpass $1 trillion in 2024, says GroupM: Retail media and digital platforms drive rapid growth amid linear TV decline.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.