Retail media started as a way for CPG brands to advertise on retailer websites. But in 2025, it has expanded into a broader ecosystem that includes programmatic display, CTV, and off-site targeting. Now, even non-retail brands are using retail media networks to reach qualified audiences.

Here’s how:

Data Access: Retailers have first-party data on real purchase behavior. Brands can use this data to target consumers more accurately than with third-party audiences.

Omnichannel Reach: Campaigns can extend beyond the retailer’s owned properties. Retailers are offering inventory across social, display, and video channels.

Closed-Loop Measurement: Retail media allows brands to tie ad exposure to in-store or online sales, which helps prove campaign value.

Industries like automotive, finance, and travel are beginning to use these networks to reach shoppers with specific profiles — not just to sell products, but to raise awareness and drive conversions.

Retail media is no longer just for retail. It’s becoming a core part of how brands use first-party data to improve performance across all digital channels.

Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech