Retail Media Networks Surge Over 50% in 2025, Attracting Regulatory Attention for 2026 – Friday, January 30, 2026

Retail Media Networks (RMNs) experienced over 50% growth in 2025, establishing themselves as a major revenue stream for retailers. This rapid expansion is drawing increased attention from policymakers, with potential regulatory changes expected in 2026.

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

What happened?

Retail Media Networks have solidified their position as a dominant force within the advertising landscape, achieving growth exceeding 50% in 2025, according to data from IPP Holding. This remarkable surge highlights RMNs’ expanding role as a vital revenue source for retailers, particularly in key markets such as Europe and the United States. Their growth is outpacing traditional advertising channels, reflecting a shift in how retailers and brands allocate their marketing budgets. As RMNs gain prominence, they are attracting heightened scrutiny from policymakers. The upcoming Union Budget 2026 is expected to include provisions addressing retail media policies, signaling a potential shift in regulatory frameworks. This increased attention could influence industry standards and operational practices as RMNs continue to mature. The growth is largely driven by RMNs’ ability to deliver highly targeted advertising solutions, leveraging rich consumer data to create personalized shopping experiences. As retailers and brands deepen their investments in these networks, the retail media landscape is poised for continued innovation and transformation.

Why now?

The surge in Retail Media Networks coincides with a broader evolution in digital advertising, where sophistication and personalization have become paramount. Over the past 18 months, there has been a marked shift toward data-driven marketing strategies, with retailers harnessing consumer insights to boost engagement and sales. This trend aligns with a wider industry push toward digital transformation, as retailers adopt new technologies to maintain a competitive edge. The anticipated policy changes in 2026 reflect growing recognition of RMNs’ strategic importance within the retail ecosystem and underscore the need for regulatory frameworks to evolve alongside technological advancements.

So what?

The rapid expansion of RMNs carries significant implications for the retail sector. Strategically, retailers must prepare to navigate emerging regulatory changes while continuing to innovate and refine their media strategies. Operationally, this means integrating RMNs seamlessly into broader marketing efforts to maximize value and ensure alignment with overall business goals. Additionally, retailers will need to adapt to new policies that may impact how consumer data is collected, managed, and utilized within these networks. Proactive engagement with these developments will be critical to sustaining growth and maintaining compliance.

What this means for you:

• For VPs of retail: Stay informed on policy developments and evaluate their potential impact on retail media strategies to guide decision-making.
• For eCommerce directors: Incorporate RMNs into digital marketing plans to enhance consumer engagement and drive incremental sales.
• For customer experience teams: Utilize RMNs to deliver personalized shopping experiences that align with evolving consumer expectations and preferences.

Quick Hits

• Impact / Risk: Rapid RMN growth may trigger increased regulatory scrutiny, potentially altering how retailers operate within this space.
• Operational Implication: Retailers should be ready to adjust marketing strategies to comply with new policies while continuing to leverage RMN opportunities.
• Action This Week: Review current RMN strategies considering potential policy changes and prepare an executive briefing on RMN growth and regulatory trends.