Retail Media Networks Are the New Power Players: What Marketers Need to Know 

Just when you mastered social media algorithms, a new giant entered the room—Retail Media Networks. Do you recall the days when marketers were laser-focused on figuring out social media algorithms and extracting as much ROI as possible from paid search? Those tactics still matter, but they are no longer the only game in town, with other options available. Retail Media Networks (RMNs) is the new advertising channel that has emerged. It is already influencing digital ads and commanding significant budgets.  

Retail Media Networks (RMNs) give brands direct access to rich first-party shopper data at the moment of purchase—sidestepping cookie restrictions and offering measurable results that few platforms can match. This isn’t just magic, but RMNs potential and performance. Brands that are advertising through RMNs can connect ad spending to actual sales with measurable precision.

So, what’s the secret Retail Media Networks uses to redefine this space—and what every marketer needs to know to stay ahead in this new era? 

What makes Retail Media Networks a game-changer

Retail Media Networks (RMNs) are digital platforms owned and operated by retailers like Amazon, Walmart, and Target. These retailers enable brands to buy ad space across their websites, apps, email lists, and even on-store screens.

But what sets RMNs apart isn’t just placement—it’s the power of first-party shopper data. With privacy rules tightening and third-party cookies vanishing, these networks offer brands something rare: access to real-time insights based on actual browsing and buying behavior, often right at the point of purchase.

According to eMarketer, U.S. retail media ad spending is projected to hit $109.4 billion (about $340 per person in the US) by 2027, more than doubling from 2023 levels. That means nearly 1 in 5 digital ad dollars will flow through retail media—outpacing platforms like YouTube and TikTok. And yes, this isn’t a fading trend — it’s a power shift. This proximity, intent, and scale combination is why RMNs are reshaping the ad landscape—pulling spending away from traditional channels like search and social.

Let’s unpack what’s fueling this shift and who’s setting the pace.

Retail Media Powerhouses: Who’s leading the pack

Every marketer must pay close attention to Retail Media Networks because of their significant impact and performance. Many brands have already started implementing RMNs into their strategies. A few big names lead the way in retail media, offering brands unmatched reach, rich shopper insights, and real, measurable results. Here are some of the top players leading in this space: 

Amazon Ads  

The gold standard of RMNs. Amazon doesn’t just sell products—it sells intent. With over 300 million active users, and a growing streaming arm (Amazon Freevee, Twitch), Amazon offers unparalleled reach across the full funnel. Amazon Ads lets brands run display, video, and sponsored product ads, all within an ecosystem where users are actively shopping. What’s more, Amazon’s Marketing Cloud allows for deep analytics on path-to-purchase and campaign effectiveness.  

Walmart Connect  

Walmart is leaning hard into digital transformation—and its media arm reflects that. Walmart Connect taps into data from 150 million weekly customers, offering ad placements across Walmart.com, the app, and in-store displays. Its omnichannel reach is a dream for CPG businesses trying to connect online and offline, and its alliance with The Trade Desk enhanced its programmatic capabilities.  

 Roundel (Target)

Target’s Roundel blends high-quality data with creative storytelling. With access to exclusive first-party data, Roundel helps brands personalize messages across Target properties and external partners like Pinterest, NBCUniversal, and BuzzFeed. Its strategic partnerships and closed-loop measurement tools make it a rising force in the RMN space.  

 Kroger Precision Marketing (KPM)

Groceries are a frequent, high-volume purchase category—perfect for building detailed shopper profiles. KPM, powered by 84.51°, offers incredible granular targeting across the Kroger network and partner sites. CPG advertisers can use its audience science tools to measure, optimize, and activate based on SKU-level data. KPM is regarded by many as the retail media boom’s hidden jewel.  

 Instacart Ads

 Instacart is not just a delivery app—it’s a highly transactional search engine for grocery and household goods. With ads placed at the point of purchase, brands can win attention when it matters most. Recent innovations like Shoppable Video and integration with platforms like Roku highlight Instacart’s commitment to omnichannel constructive collaboration. 

Why brands are betting big on retail media networks

Retail Media Networks shine because they deliver what today’s marketers need most: first-party data, closed-loop attribution, and omnichannel reach. With third-party cookies on the way out, RMNs offer real-time purchase behavior that beats guesswork-driven targeting. Plus, with built-in attribution, you can track whether someone bought the product after seeing your ad—online or in-store. 

What’s more, programmatic capabilities are now baked into commerce platforms. Brands can run real-time bidding, creative tests, and audience segmentation based on SKU-level actions.

Whether a shopper saw your product on a Roku ad or browsed it last week, RMNs let you respond instantly—with precision and power. 

Challenges marketers shouldn’t ignore

Growing pains are a part of every retail media strategy. For starters, each RMNs operates as a walled garden—great for data privacy and targeting, but tough on marketers juggling multiple platforms, dashboards, and creative specs. Comparing performance across networks isn’t always straightforward.  

Then there’s the challenge of measurement. While RMNs promise closed-loop attribution, KPIs like ROAS, incrementality, and new-to-brand sales often vary from one network to another.

Without a clever, focused strategy, smaller firms may soon find themselves priced out when rising costs are added, particularly on sites like Amazon. 

Brands winning big with retail media networks

Some of the biggest brands are already seeing serious wins with Retail Media Networks. Nestlé USA, for example, tapped into Kroger’s shopper data to target high-potential households for a new coffee launch—resulting in a 35% lift in household penetration in just one quarter. Meanwhile, Unilever used Amazon’s video ad formats to promote Dove, leading to an 8.4% jump in product page views. 

General Mills also found success through a hybrid campaign with Walmart Connect, blending online and in-store messaging to promote its breakfast brands.

The outcome? A 4.6% sales lift, according to internal reports. These results prove that when executed right, retail media isn’t just about reach—it’s about real, measurable impact. 

What should marketers do now

Winning with retail media isn’t luck—it is the result of smart strategy, agility, and the right partners. Here are some ways that marketers can improve their strategy immediately: 

Diversify Your RMN Portfolio 

Don’t just bet on Amazon. Every retailer has a unique audience. Walmart skews value consciousness. Target pulls style-savvy shoppers. Test campaigns across top retail media networks and compare lift. 

Invest in Creative That Converts 

Retail media isn’t just about banners. Sponsored video, in-app gamification, and CTV placements are rising fast. Treat your RMN creative like you would for paid social—bold, fast, mobile-optimized. 

Hire RMN Specialists or Partners 

This isn’t a “set it and forget it” channel. RMNs evolve fast. Partner with agencies or tech platforms specializing in retail media advertising to stay ahead of innovation curves. 

Sync Your Sales and Media Teams 

Retail media bridges media spend with actual sales data. Align your advertising team with your trade marketing and sales partners to maximize co-op budgets and promotional calendars. 

Cut to the chase

Yes, it’s true retail media is an experimental channel and a must-have strategy for brands. With purchase data, omnichannel integration, and closed-loop attribution Retail Media Networks are transforming advertising efficiency. And if brands are still not thinking of investing in retail media yet, now it is time to rethink priorities—because their competitors already are.