Navigating Retail Media Networks in 2025: Unlocking Opportunities Amid Fragmentation
CONTENTS
Retail Media Networks (RMNs) are rapidly reshaping digital advertising, fueled by e-commerce growth and the power of first-party retailer data. As one of the fastest-growing sectors, RMNs are projected to see a 22% year-over-year increase in ad spend in 2025—making them an essential focus for agencies aiming to deliver impactful campaigns.
This blog previews Trend #2 from our 2025 Media Execution Trends e-book, where we dive into how RMNs are becoming indispensable tools for modern advertisers. Want to uncover all three trends that will shape the year ahead? Check out the full e-book to get actionable strategies and insights for navigating 2025’s evolving media landscape.
The Growth of Retail Media Networks
Retail Media Networks are projected to grow 22% year-over-year in 2025, significantly outpacing traditional search advertising (eMarketer, 2024). With consumers increasingly starting their product searches on retail sites, RMNs offer a unique opportunity for advertisers to deliver highly targeted, purchase-intent-driven messaging. This growth has positioned RMNs as a cornerstone of modern media plans, particularly for Consumer Packaged Goods (CPG) brands and other sectors prioritizing point-of-sale influence.
The Challenge of Fragmentation
Despite their growth, RMNs present unique challenges. Platforms like Amazon, Walmart, and Target operate within disparate ecosystems, each with its own tools, pricing models, and measurement frameworks. This fragmentation can make it difficult for agencies to execute seamless campaigns across multiple networks.
Key Opportunities for Agencies in 2025
Leveraging First-Party Data: RMNs offer unparalleled access to first-party data, enabling advertisers to create hyper-targeted campaigns that resonate with consumers at every stage of the purchase funnel.
Navigating Platform-Specific Features: Agencies that develop a deep understanding of the unique strengths and capabilities of platforms like Amazon DSP and Walmart Connect will be best positioned to drive results for their clients.
Embracing Cross-Platform Reporting: Consolidated reporting tools allow advertisers to measure and compare campaign performance across RMNs, enabling better optimization and ROI insights.
How Pathlabs Simplifies Retail Media
At Pathlabs, we specialize in simplifying the complexities of RMNs. Our approach provides agencies with a single point of access to leading RMN platforms, ensuring seamless execution across ecosystems. By leveraging our expertise, agencies can focus on delivering results without getting bogged down in platform-specific nuances.
Looking Ahead: Retail Media in 2025
In 2025, RMNs will become a cornerstone of media strategies for advertisers seeking to maximize their impact during the purchase journey. However, their inherent complexity means agencies must prioritize strategic partnerships and technological support to navigate this landscape effectively.
Ready to take advantage of Retail Media Networks in 2025? Download our e-book on 2025’s top media execution trends for actionable strategies to unlock opportunities and drive success.