The retail media landscape is undergoing a significant transformation, with new players emerging to challenge the traditional leaders. This sector has experienced remarkable growth in recent years, with investment in retail media expected to reach $201.3 billion by 2026, surpassing linear television. In fact, according to WARC Media, retail media ad spend is expected to equal, and eventually overtake, linear TV investment.
The digital advertising sector is thriving, thanks to the retail media boom. Giants like Amazon and Walmart have dominated this ecosystem, using retail media platforms to monetize their assets and offer innovative advertising solutions. However, new players are entering the market, offering unique value propositions and expanding possibilities for brands and advertisers. More than 90% of advertisers are already associated with retailers to reach consumers, and by 2027, advertising investment in retail media will represent over a fifth of the total in the USA.
Despite Amazon and Walmart’s dominance, with over 84% of all investment in retail media in 2025, new players are making their mark. These Retail Media Networks (RMNs) have transformed digital advertising, allowing retailers to monetize their digital assets and customer data. RMNs offer advertising spaces within their ecosystems, enabling brands to reach consumers directly at key moments of their purchase journey.
Some notable platforms leading the rise of retail media in 2025 include Target Roundel, Instacart, Kroger, Home Depot, and Carrefour Links. Target Roundel integrates data from its loyalty program, allowing brands to direct customized promotions to customers. Instacart has emerged as a key player, offering CPG advertisers a wide range of options through its food delivery strategy and collaboration with multiple retailers. Kroger’s Retail Media network uses loyalty and machine learning data to create detailed buyer segments, while Home Depot’s platform targets a specific audience segment involved in household improvement projects. Carrefour Links combines online and offline purchase data to offer hypersegmented advertising solutions.
These new players are changing the retail media landscape, and their growth strategies are worth noting. Target Roundel’s president, Sharon Travis, emphasized the importance of understanding customers and connecting the dots between what brands want to sell and what customers seek to buy. Instacart’s use of real-time purchase data allows for precise audience segmentation and performance. Kroger’s digital coupons improve loyalty data for advertisers and provide a better experience for buyers.
As the retail media sector continues to evolve, it’s essential to keep an eye on these emerging players and their innovative approaches. With investment in retail media expected to grow significantly, understanding the strategies and opportunities offered by these new players will be crucial for brands and advertisers looking to navigate this changing landscape.
A Paradigm Shift
The Retail Media Networks have transformed digital advertising, allowing retailers to monetize their digital assets and customer data. These platforms offer advertising spaces within their ecosystems, enabling brands to reach consumers directly at key moments of their purchase journey. Amazon Advertising leads the Retail Media market in the United States, monopolizing 75% of advertising income. However, new players are entering the market, offering new opportunities and challenging the domain of the giants.
Some Platforms Leading the Rise of Retail Media
The latest data predicts that investment in retail media in Europe will reach 25 billion euros by 2027, surpassing traditional advertising investment in linear television. In the USA, advertising investment in retail media will represent over a fifth of the total by 2027. Some notable platforms leading this rise include Target Roundel, Instacart, Kroger, Home Depot, and Carrefour Links. These platforms offer unique value propositions, such as integrating data from loyalty programs, using real-time purchase data, and targeting specific audience segments. As the retail media sector continues to grow, it’s essential to keep an eye on these emerging players and their innovative approaches.