{"id":52341,"date":"2026-04-07T15:00:00","date_gmt":"2026-04-07T19:00:00","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=52341"},"modified":"2026-04-02T09:01:39","modified_gmt":"2026-04-02T13:01:39","slug":"retail-media-is-a-69b-opportunity-so-why-is-it-still-so-hard-to-get-right","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/demanding-views\/retail-media-is-a-69b-opportunity-so-why-is-it-still-so-hard-to-get-right\/52341\/","title":{"rendered":"Retail Media is a $69B Opportunity. So Why Is It Still So Hard to Get Right?"},"content":{"rendered":"

Retail media is having a moment. And if you work anywhere near commerce or media, you\u2019ve probably felt it for a while now. With eMarketer projecting that omnichannel retail media ad spending will rise 17.9% to $69.33 billion in 2026<\/a>, the category has firmly established itself as one of the fastest-growing channels in advertising. Trade publications cover it constantly, conference agendas are packed with sessions about it, and retailers of every size are under pressure to have a clear point of view on it.<\/p>\n

And yet, in my experience, there\u2019s still a real struggle to clearly explain what retail media actually is, how its pieces fit together, or whether investments are working. That gap between excitement and clarity is worth talking about honestly; because it\u2019s where budgets and opportunities can quietly slip away.<\/p>\n

I came to this category recently, stepping into my first dedicated retail media role after more than a decade in broader retail marketing technology, working with brands like Nike, CVS Health, and Best Buy through my time at companies like Lexer, Cordial, and Monetate. I arrived with a lot of curiosity and a healthy skepticism toward industry jargon, which turned out to be surprisingly useful.<\/p>\n

A Fresh Set of Eyes on a Crowded Category<\/strong><\/h3>\n

What I\u2019ve found is that retail media is both genuinely powerful and genuinely confusing. And most of the confusion isn\u2019t because retailers made bad choices; it\u2019s because the space grew really fast. Most retailers are running 15 to 20 tools stitched together that were never designed to work as a whole. That\u2019s not a failure of vision. It\u2019s just the reality of what happens when a category scales that quickly.<\/p>\n

At its core, retail media is advertising powered by a retailer\u2019s first-party shopper data. That can run onsite\u2014 on the retailer\u2019s website, app, in-store screens, or email\u2014 or offsite, using that same data to reach shoppers across the open web, social platforms, and connected TV. The common thread is the data: a retailer has customers, those customers generate behavioral signals through shopping, and brands want access to those signals to show up closer to the point of purchase. Amazon figured this out first and built a multi-billion dollar business around it. Everyone else has spent the last several years trying to catch up, which is a big part of why the landscape feels so fragmented.<\/p>\n

The Technology Problem Nobody Talks About Clearly<\/strong><\/h3>\n

The complexity that tends to trip retailers up most often isn\u2019t strategic, it\u2019s operational. Managing a retail media network means coordinating across ad serving, data clean rooms, measurement providers, demand-side platforms, and more. The result is a lot of manual work, inconsistent reporting, and an inability to see the full picture of what\u2019s actually happening.<\/p>\n

This is where some technology vendors haven\u2019t done retailers any favors. There\u2019s been a lot of pitch language bandied about that leads with hyperbole and analogy instead of actual use cases and proof points. \u2018Our AI-powered optimization engine delivers unprecedented ROAS\u2019 sounds impressive until you ask what the methodology is and realize there\u2019s no clean answer.<\/p>\n

What Good Measurement Actually Looks Like<\/strong><\/h3>\n

Measurement is the other place where the conversation tends to break down, and it\u2019s worth slowing down here because this is where many teams struggle most. Retail media measurement is genuinely fragmented; different networks use different attribution windows, methodologies, and definitions of what counts as a conversion. What gets sold as robust measurement and what actually constitutes robust measurement don\u2019t always line up.<\/p>\n

The right questions to ask are whether the measurement is incremental, whether it\u2019s been independently verified, and whether it reflects the metrics your organization actually cares about.<\/a><\/p>\n

The Questions Worth Asking Before You Scale<\/strong><\/h3>\n

Truly understanding retail media requires a clear framework and the willingness to ask straightforward questions before committing budget.<\/p>\n

What does success look like for this investment, and how will we know if we achieved it? What does our current tech stack actually enable and where are the gaps? Who owns the measurement methodology, and what are its limitations?<\/p>\n

These aren\u2019t complicated questions, but consistently asking them is what separates retailers making meaningful progress from those who are simply adding to the stack.<\/p>\n

The Customer at the Center<\/strong><\/h3>\n

Here\u2019s the thing that gets lost in all the talk about data and attribution and stack consolidation: the $69 billion<\/a> in projected retail media spend exists because real people are shopping. That first-party data isn\u2019t just an asset to monetize, it\u2019s a signal of trust. Shoppers gave you their attention, their time, and their purchase behavior because they came to you for something.<\/p>\n

Retail media only works, sustainably and at scale, if the shopping experience gets better, not worse. The retailers I admire most in this space are the ones who hold that tension honestly. Yes, they\u2019re building media businesses, but they\u2019re doing it in a way that makes their customers feel seen rather than targeted. That\u2019s not just a values argument. It\u2019s a business one.<\/p>\n

Retail media is going to keep growing, and the pressure on retailers to operate it well is only going to increase. The good news is that clarity doesn\u2019t require mastering every technical nuance of a rapidly evolving landscape. It starts with asking better questions and being willing to act on the answers, even when they push back on assumptions you\u2019ve already made.<\/p>\n

\"AbbyAbby Borden is Vice President of Marketing at Vantage, a retail media orchestration platform. She brings more than a decade of experience in marketing technology and go-to-market strategy, having built and led marketing functions at high-growth companies, including Lexer and Cordial, before stepping into her first dedicated retail media role at Vantage.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Retail media is having a moment. And if you work anywhere near commerce or media, you\u2019ve probably felt it for a while now. With eMarketer projecting that omnichannel retail media ad spending will rise 17.9% to $69.33 billion in 2026, the category has firmly established itself as one of the fastest-growing channels in advertising. Trade […]<\/p>\n","protected":false},"author":90,"featured_media":52408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19181],"tags":[13229,18157,9808,19054,10537,20786,20785],"topic":[19126,19131,19132,19134,19138,19357],"class_list":["post-52341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-demanding-views","tag-b2b-advertising","tag-data-strategies","tag-demand-generation","tag-go-to-market-strategy","tag-marketing-analytics","tag-measurement-attribution","tag-revenue-sales-operations","topic-b2b-advertising","topic-data-strategies","topic-demand-generation","topic-go-to-market-strategy","topic-marketing-analytics","topic-measurement-attribution"],"acf":[],"yoast_head":"\nRetail Media is a $69B Opportunity. 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