Why retail media is still grappling with definition and spending uncertainties

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For an industry expected to rake in nearly $62 billion U.S. ad dollars this year, or about 18% of digital ad spend, per eMarketer’s reporting, only one thing seems to be certain when it comes to retail media networks — and that’s uncertainty.

No doubt, retail media is booming. But when it comes to defining measurement in retail media, (or even what constitutes as a retail media network in a sea of more than 250 RMNs for that matter) or who pays for retail media network campaigns, the industry is still figuring things out. Meanwhile, economic headwinds and tariffs loom, causing marketers to push for more flexibility in their retail media spend commitments, in which retailers have been asking for bigger commitments year over year.

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