Retail Media Networks (RMNs) are reshaping how brands connect with shoppers, offering unmatched opportunities for precision and impact. But despite their growing adoption—projected to expand by 25% annually over the next five years—many marketers hesitate, held back by outdated myths.

Let’s clear the air and set the record straight about RMNs so you can start 2025 with clarity and confidence.

Myth #1: Retail media campaigns are expensive and resource-draining

It’s no secret that RMNs can carry a cost, but the idea that they’ll break the bank is exaggerated. While some RMNs charge premiums (sometimes up to three times above industry norms), the key lies in value over cost.

Flexible RMNs allow advertisers to scale campaigns based on budgets and offer performance-based pricing like CPC (cost-per-click). Transparency matters, so brands should prioritize networks with clear ROI metrics.

When done right, even small ad spends can deliver big returns by targeting high-intent shoppers already in the purchasing mindset.

Myth #2: RMNs are only for big-box retailers

Think RMNs only work for retail giants? Think again. While retailers like Amazon dominate market share, they’re not the sole players in the game. In fact, 80% of Amazon advertisers diversify their ad spend with additional RMNs.

Smaller retailers and independent grocers now have tools to compete, leveraging RMNs to scale their impact and broaden their audience reach. RMNs like Costco pool thousands of smaller retailers into a unified platform, proving that you don’t need to be a Goliath to achieve massive results.

Myth #3: RMNs control every aspect of your campaigns

It’s true that some RMNs enforce rigid formatting and limit advertiser control. For brands focused on creative freedom, this can feel restrictive.

But not all RMNs follow this model. Many provide customizable solutions that let brands tailor campaigns to their identity and goals. Data transparency is improving too, giving marketers more insight into performance metrics to refine their strategies.

The key is choosing a partner that values collaboration over control.

Myth #4: RMNs have limited reach

The assumption that RMNs only target isolated audiences is outdated. Through strategic partnerships and shared platforms, RMNs now connect retailers to broader, more diverse audiences.

AdButler takes this even further by empowering your brand to customize and scale your retail media campaigns effortlessly. With a user-friendly, scalable ad-serving solution, AdButler ensures that RMNs are no longer limited by geography or audience size.

Your brand gains access to cross-retailer visibility, unlocking the full potential of your first-party data.

The bottom line

Retail Media Networks aren’t just for the biggest brands or the deepest pockets—they’re for any company ready to embrace smarter advertising. With the right tools and partners, like AdButler, your brand can cut through the myths, take control of your campaigns, and reach new heights.

As we close out the year, now is the time to reassess your strategy. With RMNs poised for continued growth, the opportunity to harness their power is yours for the taking.

Ready to scale your campaigns in 2025? Let’s collaborate