As we enter 2025, the retail media landscape is anything but static. It's evolving fast, and the stakes are higher than ever.

eMarketer projected that retail media could capture two-thirds of a projected $67 billion in media spending. Retailers are now realizing that simply selling ad-inventory and having a retail media network isn’t enough anymore.

RMNs are no longer just ad platforms; today’s retailers must transform into sophisticated B2B marketers who compete actively for advertising dollars.

Brands face increased pressure to make smart, data-driven media investment decisions as economic uncertainty and recession concerns prompt cautious marketing budgets across North America.

Meanwhile, ad-tech continues to expand, with more advertising options and new technological innovations requiring retailers and brands alike to adapt on the fly.

With retail media underpinning so much of what it means to advertise in 2024, the question remains: where is this all heading, and do today's innovations offer a preview of the road ahead? Here are some trends and challenges to watch in 2025.

Retail media 🤝social media

Retailers are tapping into the power of social media by integrating with platforms like TikTok, Roku, and other spaces where younger consumers engage with brands. Social shopping is booming, and initiatives like Walmart’s partnership with TikTok take full advantage.

Amazon’s recent feature allowing TikTok users to purchase directly from an ad highlights how social media can streamline the buyer's journey, making it easier than ever to go from “like” to “buy.”

Kroger, meanwhile, has expanded its influence into streaming, merging retail media with entertainment to meet customers exactly where they are.

Expanding reach through strategic media partnerships

Retailers are broadening their impact through off-site partnerships, reaching audiences on external platforms.

Last year, Walmart Connect’s collaboration with NBCUniversal was just one example of how retailers are blending precision targeting with broader media reach, bringing ads beyond their e-commerce pages and into the homes of millions of viewers.

This cross-platform integration makes it possible for retailers to be everywhere their audience is, driving engagement and visibility across diverse channels. We can expect more of these media collaborations in 2025, as retailers use every channel available to maximize audience reach.

Transparency = Earning advertiser trust

Transparency in retail media is becoming a must-have rather than a nice-to-have. Advertisers are no longer content with vague metrics—they want a clear view of campaign performance across retail media networks.

The International Advertising Bureau (IAB) set new measurement guidelines in 2024, pushing for better transparency and standardization. Advertisers want consistent, clear metrics so they can effectively compare results across networks.

However, transparency can be a double-edged sword for retailers; sharing too much data might mean giving up some control over performance reporting.

But forward-thinking networks are taking this in stride, knowing that providing comprehensive data, even if it includes campaign challenges, builds deeper trust with advertisers and positioning themselves as partners invested in long-term success rather than just short-term gains.

The self-serve revolution: Giving advertisers more control

Self-serve capabilities in retail media are gaining ground as advertisers look for more autonomy. Traditional managed services are no longer the default as more retailers offer self-serve options.

Retailers like Home Depot and Costco are empowering brands with platforms that let them control and adjust their own ad strategies, providing more flexibility than traditional managed services. This shift is not just a trend but a necessity: PepsiCo, for instance, has made it clear it prefers networks with self-serve options.

For retailers in 2025, this means investing in robust, user-friendly platforms that allow advertisers to experiment, track, and optimize as they see fit.

Bridging omnichannel experiences

Retail media networks are expanding beyond digital to tap into the in-store experience, recognizing that a lot of consumer decision-making still happens on physical store shelves.

In 2025, we’ll likely see retailers importing their successful online tactics to the in-store environment, adapting them to fit physical settings. From measuring “aisle engagement” to monetizing checkout areas, retailers are exploring how to make in-store ads as measurable and impactful as online ones.

The big question they’re trying to answer: How can we apply the digital tracking and engagement we know works online to in-person shopping?

The in-store component of retail media could prove vital as brands look for ways to measure and optimize all touchpoints in the customer journey.

Building B2B brands, beyond ad space

As retailers look to compete for ad budgets, they’re moving beyond the role of inventory providers to create distinctive B2B brands. In 2025, networks that focus on more than just selling ad space will stand out. Successful networks are putting in the work to cultivate strong, ongoing relationships with advertisers.

They’re embracing thought leadership content, organizing smaller, intimate networking opportunities, and even setting up advertiser advisory boards to foster close-knit client relationships.

In a world where marketing budgets are limited, the retail media networks that make brands feel understood and supported, rather than just sold to, will be the ones that thrive.

The goal? To build strong, enduring relationships that emphasize trust and provide deeper insights into what makes each retail media network unique.

Measurement challenges and the push for standardization

As retail media crosses more channels, measuring impact accurately has become increasingly complex. Advertisers are pushing for metrics like incrementality to track real growth, but they still struggle with data inconsistencies across networks.

The lack of standardization means brands often find it challenging to assess the full impact of their retail media efforts. While industry groups like IAB are working toward uniform measurement standards, some retailers are hesitant to adopt transparent metrics that may dilute the perception of their unique insights.

Standardization remains an ongoing challenge, but networks that prioritize clarity and comparability will stand out.

Who will succeed?

Success in retail media in 2025 will require more than just the latest tech or strategic partnerships. The winners will be those networks that offer transparency, flexible ad management, and true omnichannel integration.

Retailers that build meaningful relationships and provide advertisers with both impactful data and reliable tools will stay competitive in an industry where brands are increasingly cautious with their ad dollars.

The future of retail media is about becoming a trusted B2B brand—one that advertisers rely on year-round for innovative solutions and honest insights.

AdButler empowers retailers

We are stepping up to meet the demand for customizable, transparent, and scalable ad solutions. By providing retailers with advanced ad management capabilities, AdButler enables networks to offer advertisers greater control and insight, bridging the gap between digital and in-store ad experiences.

With AdButler’s support, retail media networks are better positioned to become the trusted, flexible, and data-driven partners that brands seek in 2025 and beyond.