• by Francesca Giordano , Amie Owen , May 13, 2025

First in series of three columns.

Retail media has undergone a profound transformation over the past decade. What once was a niche, retailer-driven capability focused on driving sales within commerce platforms has now become one of the most powerful tools in the marketing ecosystem.

In its early days, retail media was largely viewed as a tactic— siloed from the broader brand strategy and often executed by shopper marketing teams who were driven by the end goal — an increase in sales. Media placements were confined to in-store signage, later to include display tactics like paid search and banner ads on retailer websites, and success was measured narrowly in terms of return on ad spend (ROAS) with the hopes to measure incremental sales.

But the media landscape and consumer behavior have modernized in recent years.  Amid rapid shifts in privacy regulations, the decline of third-party cookies, and the growing demand for personalized messaging, brands have been forced to rethink how they connect with consumers in ways that are both meaningful and measurable. Retailers, in turn, have recognized the value of their first-party data and the unique insights they can offer to better understand consumer behavior — leading to the rise of retail media networks (RMNs).

As RMNs continue to proliferate, they’re revolutionizing how brands engage with consumers across the full funnel. No longer limited to on-site search or static display, retailers are embracing their role as media powerhouses — expanding their offerings into channels like connected TV (CTV), online video (OLV), YouTube, social platforms, and even proprietary content plays like Amazon’s Thursday Night Football on Prime. These strategic moves not only broaden their reach but also elevate how brands can show up contextually and engage fully across the consumer journey.

This evolution is driving retail media to the center of brands’ modern marketing strategies. RMNs offer access to high-value audiences at scale, equipped with advanced targeting, personalization, and measurement capabilities that traditional media often struggles to match. Brands are no longer using retail media solely for the purposes of conversions; they’re leveraging it to build awareness, inspire consideration, and deepen customer loyalty. Savvy marketers are investing in dedicated teams, integrating retail media into national campaigns and treating it as a strategic growth lever. What once operated in a silo now sits at the intersection of brand, shopper, and commerce — firmly established as a business-critical channel.

But this evolution hasn’t come without its challenges. The rapid expansion of RMNs has led to a fragmented landscape, with each network operating under its own set of standards, metrics, and capabilities. Standardization remains a key obstacle. And while collaboration between advertisers and retailers is improving, organizational silos still persist — making it difficult to develop truly holistic and integrated strategies across the ecosystem.

Despite these challenges, one thing is clear: retail media is here to stay — and its influence is only growing. Success awaits the brands that recognize its potential, invest in the right capabilities and break down internal silos. The victors will be those who view retail media not as a standalone channel, but as a core component of an integrated marketing strategy. Because in today’s landscape, retail media isn’t just about showing up — it’s about showing up with purpose at every stage of the consumer journey.