Retail media networks (RMNs) are moving beyond traditional return on ad spend metrics to prove business impact through closed-loop attribution that connects media exposure to actual purchases, both online and in-store.

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.