Retail media networks becoming a major ad channel

Retail media networks are consolidating as a major advertising channel, with Amazon commanding roughly 75% share and retailers shifting investment from futuristic concepts to near-term, implementable solutions.

Who it affects: retail executives, marketers, CPG brands, media buyers

Notable: Amazon and Walmart dominate retail media, with Amazon holding approximately 75% share. Retailers are prioritizing technologies that address immediate problems like labor shortages, deployable within the year. Customer sensing technologies are being integrated with location data to improve retail media and signage placement. Creator content performance data is now being layered into retail media strategies.

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