Retail Media Networks Expected to Grow 40% by 2026 Amid Demand for Transparency and Metrics – Monday, December 8, 2025

Retail Media Networks (RMNs) are set for substantial growth and transformation through 2026, fueled by technological innovations and shifting consumer behaviors. As the RMN ecosystem grows more complex, advertisers are increasingly demanding greater transparency and enhanced measurement capabilities to optimize their investments.

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

What happened?

Retail Media Networks continue to expand rapidly as they respond to evolving consumer behaviors and changing shopping cycles. This growth is accompanied by increasing complexity within RMNs, prompting advertisers to call for clearer insights and more precise measurement tools. Technological advancements and improved data integration are driving this transformation, enabling retailers and brands to harness RMNs more effectively for targeted advertising. As RMNs become a central pillar of the advertising ecosystem, they offer retailers innovative ways to engage consumers and boost sales. The rising demand for transparency is pushing the development of more sophisticated attribution models and data-driven strategies, which aim to enhance the overall effectiveness of these networks. Retailers are focusing on adopting cutting-edge technologies that streamline operations and deliver actionable insights, aligning closely with evolving consumer expectations. This shift is not merely about expanding reach but also about refining the interaction between retailers, brands, and their audiences through precise targeting and personalized experiences, ultimately driving stronger consumer engagement and loyalty.

Why now?

The timing of RMN expansion is critical as consumer behaviors continue to shift rapidly, shaped by ongoing technological progress and new shopping patterns. Over the past 18 months, there has been a marked acceleration toward digital and omnichannel shopping experiences, creating a pressing need for more integrated and sophisticated advertising approaches. This trend is further amplified by the growing emphasis on data-driven decision-making, which has become essential for successful RMN strategies. Retailers recognize that adapting quickly is vital to remain competitive and to seize emerging opportunities within the dynamic advertising landscape.

So what?

The growth of Retail Media Networks carries significant implications for the commerce industry. Strategically, retailers and brands must prioritize transparency and robust measurement frameworks to maximize the return on their RMN investments. From an operational perspective, this requires integrating advanced data analytics and refined attribution models to improve targeting accuracy and deepen consumer engagement. While the evolving RMN landscape presents challenges, it also offers substantial opportunities for organizations that embrace innovation and agility.

What this means for you:

• For VPs of retail: Develop and implement data-driven strategies that enhance the effectiveness and ROI of RMNs.
• For eCommerce directors: Focus on integrating advanced measurement tools to optimize campaign performance and gain clearer insights.
• For customer experience teams: Utilize RMNs to create personalized, engaging consumer interactions that build loyalty.

Quick Hits

• Impact / Risk: The expansion of RMNs is likely to intensify competition among retailers for consumer attention and advertising dollars.
• Operational Implication: Retailers must invest in technology and data analytics capabilities to maintain a competitive edge in the evolving RMN landscape.
• Action This Week: Evaluate current RMN strategies against recent consumer behavior trends and assess measurement tools for potential enhancements.