Agencies Boost Investments in Retail Media Networks Amid Rising Omnichannel Opportunities – Thursday, December 4, 2025

Retail media networks are undergoing a significant transformation as agencies increase their investment and sharpen their strategic focus, signaling a pivotal shift in the advertising landscape. This evolution is marked by the convergence of connected TV (CTV), programmatic advertising, and retail media, creating new omnichannel opportunities that reshape how brands engage consumers.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

Agencies are increasingly directing their resources toward retail media, recognizing it as a rapidly growing sector with substantial potential. This surge in investment reflects a broader strategic realignment, where retail media is no longer viewed as a peripheral channel but as a central pillar of modern advertising strategies. The integration of CTV and programmatic advertising with retail media is forging a comprehensive platform that enables seamless cross-channel campaigns. This convergence appeals to agencies because it allows for more personalized and precisely targeted advertising strategies that reach consumers across multiple touchpoints, from streaming devices to online shopping platforms. Industry insiders describe this shift as a "revolution," with agencies calling the pivot to retail media a "breath of fresh air" that opens new avenues for creativity and consumer engagement. The result is a more dynamic advertising environment where omnichannel strategies are not only feasible but increasingly essential for maximizing consumer reach and impact. This transformation also reflects agencies’ desire to break through the noise of traditional channels by leveraging data-driven insights and real-time programmatic capabilities within retail ecosystems. As agencies deepen their involvement, retail media networks are evolving from simple ad placements into sophisticated platforms that integrate audience data, measurement, and targeting across CTV, programmatic, and retail environments. This enhanced integration is enabling brands to deliver consistent, relevant messaging throughout the consumer journey, driving higher engagement and conversion rates.

Why now?

Several factors have converged to accelerate this shift. Over the past 18 months, consumer engagement with digital platforms—especially CTV and eCommerce—has surged, prompting agencies to adapt their strategies to meet evolving behaviors. Simultaneously, advancements in programmatic advertising technologies have matured, allowing for more precise targeting, real-time bidding, and improved measurement of campaign effectiveness. These technological improvements make it easier to integrate retail media with CTV and programmatic channels, creating a unified advertising ecosystem. Moreover, the increasing fragmentation of consumer attention across devices and platforms has made omnichannel approaches critical. Agencies are responding by prioritizing integrated strategies that deliver consistent, personalized experiences regardless of where consumers engage. This industry-wide pivot reflects a recognition that retail media, combined with CTV and programmatic, offers a powerful way to capture consumer attention and drive measurable business outcomes.

So what?

This shift carries significant implications for the retail industry. Strategically, integrating retail media with CTV and programmatic advertising enables retailers to enhance the effectiveness and reach of their advertising efforts. By leveraging these combined channels, retailers can deliver more engaging, personalized experiences that resonate with consumers across their preferred platforms. Operationally, this transformation requires retailers to rethink and adapt their marketing strategies and infrastructure. Success depends on the ability to integrate data, technology, and creative approaches across multiple channels to execute cohesive omnichannel campaigns. Retailers that navigate this transition effectively will gain a competitive advantage by increasing consumer engagement, improving conversion rates, and driving incremental revenue.

What this means for you:

• For VPs of retail: Reassess current advertising strategies to incorporate omnichannel approaches that leverage CTV and programmatic capabilities for broader consumer reach.
• For eCommerce directors: Align digital marketing efforts with emerging retail media opportunities to deepen consumer engagement and drive sales.
• For retail technology decision-makers: Prioritize investments in technologies that enable seamless integration of retail media with other advertising platforms to support unified campaigns.

Quick Hits

• Impact / Risk: The convergence of retail media with CTV and programmatic advertising could disrupt traditional advertising models, requiring strategic adjustments.
• Operational Implication: Retailers must upgrade their digital infrastructure to support integrated, cross-channel advertising campaigns effectively.
• Action This Week: Review current advertising partnerships to identify opportunities for retail media integration; brief marketing teams on omnichannel strategies; assess technology needs to support new advertising formats.