Macy's Partners with Pentaleap to Enhance Retail Media Network with New Ad Technology – Friday, January 23, 2026

Macy's is advancing its retail media network by incorporating an ad server and mediation technology through a new partnership with Pentaleap. This strategic initiative is designed to strengthen Macy's advertising capabilities while fostering a more adaptable and efficient media ecosystem.

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

What happened?

Macy's has announced a major enhancement to its retail media network by integrating an ad server and mediation technology, developed in collaboration with Pentaleap. This upgrade is intended to expand the network’s functionality, creating a more open and flexible platform for retail media operations. As part of Macy's broader strategy to grow its retail media presence, this integration delivers advanced advertising solutions tailored to meet the needs of both brands and consumers. By enabling more precise and effective ad placements, Macy's aims to elevate customer engagement and satisfaction across its channels. Leveraging Pentaleap’s technology allows Macy's to offer a more comprehensive suite of advertising options, signaling a clear commitment to innovation and leadership in the retail media space. This move not only enhances Macy’s ability to serve advertisers with improved targeting and measurement but also positions the company to capitalize on the growing demand for retail media as a revenue driver.

Why now?

This initiative comes at a time when retailers are increasingly focused on expanding their retail media networks and upgrading their technology infrastructures. Over the past 18 months, there has been a marked industry-wide shift toward adopting advanced ad tech solutions to unlock new revenue streams and deepen customer engagement. Department stores, in particular, are prioritizing retail media growth as a strategic response to evolving consumer behaviors and the need to diversify income sources beyond traditional sales. Macy's decision to integrate Pentaleap’s technology reflects a timely and proactive approach to these trends, positioning the company to compete more effectively in the rapidly evolving retail landscape.

So what?

For Macy's, this development represents a strategic investment in its retail media capabilities, aimed at generating new revenue opportunities while enhancing the overall shopping experience. By offering more sophisticated and flexible advertising solutions, Macy's can attract a broader range of brand partners, strengthening its competitive position within the retail sector. This move underscores the increasing importance of technology-driven innovation in meeting the expectations of modern consumers, who demand personalized and engaging shopping interactions. Retailers that embrace similar advancements will be better equipped to capture advertising dollars and foster deeper customer loyalty.

What this means for you:

• For VPs of retail: Evaluate how integrating advanced ad technologies can unlock new revenue streams and boost customer engagement.
• For eCommerce directors: Investigate partnerships with technology providers to enhance your retail media capabilities and ad targeting.
• For customer experience teams: Leverage ad tech innovations to deliver more personalized, relevant, and effective customer interactions.

Quick Hits

• Impact / Risk: Macy's integration with Pentaleap strengthens its retail media offerings, potentially intensifying competition among department stores.
• Operational Implication: Retailers may need to invest in similar technology upgrades to maintain competitiveness in the retail media space.
• Action This Week: Review your current retail media strategy, explore potential technology partnerships, and brief your team on the growing importance of advanced ad tech.