Quick Answer
A retail media network (RMN) is when a store sells ad space to brands. The ads appear on in-store screens, websites, and apps where shoppers can see them.
RMNs are now huge. By 2026, brands will spend over $100 billion on retail media ads in the US. That makes it the 3rd biggest digital advertising method (behind only Google and Facebook).
How do they work? Stores combine shopping data (like loyalty card info and purchase history) with high-traffic locations (checkout areas, store entrances) to show specific ads to the right shoppers. Brands can't get this type of targeting through TV or radio.
What you need to succeed:
- Good shopper data from loyalty programs
- The right technology (screen software + ad system + tracking tools)
- A clear plan for which screens to sell ads on
- Proof that the ads actually increase sales
Last Updated: November 8, 2025 | By Jordan Feil, DSCE-Certified Digital Signage Expert
Retail media networks (RMNs) have become one of the fastest-growing ad channels in the world. By 2026, US spend is expected to pass $100 billion. Retailers are not just selling products anymore. They are selling access to shoppers through ads placed on websites, apps, and in-store screens.
For brands, RMNs deliver a direct line to customers at the point of purchase. For retailers, they open new revenue streams powered by data. In this guide, we break down what RMNs are, why they are booming, and how to build and run one successfully in 2025.
What Is a Retail Media Network
A retail media network is what happens when a retailer turns its own screens, websites, and apps into an ad platform. Instead of buying random impressions out in the wild, brands pay to reach shoppers while they are browsing, searching, and standing in front of the shelf. The retailer controls the touchpoints and the data, which is why retail media has become the place where serious shopper marketing budgets go.
Most RMNs are built on three main surfaces:
In-store digital signage – screens near checkout lanes, aisles, or entrances.
Retailer websites and apps – sponsored listings, banners, or videos.
Offsite advertising – ads placed across the web and social platforms, powered by the retailer’s shopper data.
RMNs are powerful because they combine attention at the point of purchase with first-party shopper data. They offer both reach and measurement in ways traditional ads cannot.
Why are retail media networks growing so fast?
Retail media networks are not a side trend anymore, they are where a lot of ad money is quietly moving. Brands are tired of guessing what online impressions actually do, and retailers are sitting on years of purchase data and steady foot traffic. Put those together and you get a channel that can prove it moved product, not just views.
Three big forces are pushing RMNs to the front of the line:
Ad budgets are shifting. Brands are moving dollars away from traditional media into retail environments where they can prove ROI.
Retailer first-party data is gold. Loyalty programs, purchase history, and app behavior let advertisers target with precision.
Shopper attention is unmatched. Retailers control physical and digital touchpoints at the point of purchase.
According to eMarketer, retail media is the third-largest digital ad channel behind search and social. Growth is expected to continue through the decade.
📊 Retail Media Network Statistics
- US retail media ad spend projected to exceed $100 billion by 2026 (eMarketer)
- Retail media is the 3rd-largest digital ad channel behind search and social
- Amazon and Walmart control 84% of retail media ad spending
- In-store retail media delivers 2-5x higher engagement than online display ads
- Retailers with RMNs report 15-30% increase in supplier/brand spending
- Average CPM for retail media networks: $20-$50 (vs. $2-$10 for standard display)
- Retail media networks show 5-10x better conversion rates than traditional digital advertising
- Closed-loop attribution allows measurement of direct sales lift from ad exposure to purchase
Sources: eMarketer, industry research, JAF Consulting client data
Are retail media networks worth it for most retailers?
Retail media networks are worth it when your shopper traffic, data, and screens add real value for brands, not just more ad waste. For larger retailers, RMNs can become a major profit center on top of normal sales. For mid sized and regional chains, a focused in store retail media network can still work if you pick the right screens, prove that ads move product, and keep operations simple.
If you do not have clean data or anyone to run the program, it is better to fix those gaps first instead of rushing to “launch an RMN” because everyone else is talking about it.
What types of retail media networks exist?
“Retail media network” is a broad label that covers a few different setups. Some RMNs focus on in store screens, some lean on websites and apps, and others extend out into open web and DOOH inventory around the store. The “right” mix depends on your size, your data, and where your shoppers actually spend time.
Most retail media networks fall into a few common types:
In-Store Digital Signage
Screens inside stores are a core part of RMNs. They show ads for promotions, new products, and seasonal campaigns. When connected to a CMS, they update automatically and display targeted content by time of day or location.
Online Retail Media
Retail websites and apps offer sponsored listings, banners, and display ads. These placements put brands directly in front of shoppers while they browse.
Offsite Retail Media
Brands can use retailer data to target audiences outside the retailer’s website. Ads appear across the open web, connected TV, or social platforms, but are powered by retailer insights.
Retail DOOH
Digital out-of-home screens near stores, in parking lots, or on partner properties. These extend shopper reach before they even walk in.
See how this overlaps with DOOH advertising.
What are the benefits of retail media networks for retailers?
Retailers like RMNs because they turn traffic and data into a new profit line, not just a nicer report. You are already paying to run stores, sites, and apps. A retail media network lets you sell structured access to those touchpoints instead of leaving value on the table. The upside is not just media revenue, it is stronger supplier relationships and better insight into how shoppers respond to campaigns.
For retailers, the main benefits look like this:
New revenue streams – Turn store traffic and digital platforms into ad inventory.
Better supplier relationships – Brands spend more for premium exposure.
Data monetization – Shopper insights become a product in themselves.
Improved experience – Ads become more relevant, replacing generic promotions.
What are the benefits of retail media networks for brands?
Brands like RMNs because they finally get what other channels keep promising: ads that show up right before someone buys. Instead of renting third party audiences, they can plug into a retailer’s loyalty data, basket history, and store layout. That means reaching real shoppers in real aisles and seeing real sales lift instead of vague “awareness.”
From the brand side, the appeal of retail media networks comes down to a few things:
Reach at the point of purchase – Influence shopper decisions when they are ready to buy.
Better targeting – Use transaction and loyalty data to find high-value segments.
Integrated campaigns – Combine in-store and online touchpoints in one buy.
Higher ROI – Ads tie directly to sales, giving clear performance metrics.
Examples of Retail Media Networks in Action
If you want to see what “good” looks like, start with the retailers who have already turned RMNs into serious businesses. These are not science projects or pilot programs. They are full scale media operations built on top of stores, ecommerce sites, and first party data.
Some of the best known retail media networks today include:
- Walmart Connect: Leveraging massive scale with in-store, online, and off-site advertising.
- Amazon Ads: The OG of retail media, still setting the pace for everyone else.
- Target Roundel: Combining rich customer data with stylish execution.
- Kroger Precision Marketing: Using purchase data for laser-targeted campaigns.
- Home Depot Retail Media+: Bringing DIY and professional customers together.
These players understand something crucial: retail media isn’t just about slapping ads on screens. It’s about creating value at the intersection of shopping data, physical space, and brand relationships.
How do you build a retail media network?
A strong retail digital signage strategy treats screens like part of the merchandising plan, not wall art. The goal is simple: put the right message in front of the right shopper in the right part of the store. When you blend marketing, data, and timing properly, screens stop being background noise and start acting like very efficient aisle staff.
A useful way to design that strategy is to focus on these core elements:
1. Build the Data Foundation
Start with loyalty programs and purchase history. These create the audience segments brands want.
2. Choose the Right Tech Stack
You need:
A content management system (CMS) for digital signage.
An ad server to manage buying and selling of ad inventory.
Analytics and reporting tools for measurement.
Integrations with POS systems and ecommerce platforms.
See our digital signage software audit guide for tips on choosing the right setup.
3. Define Ad Inventory
Decide what placements you will sell. This includes in-store screens, website banners, app sponsorships, and offsite ads.
4. Package and Price
Retailers can offer CPM pricing, fixed packages, or hybrid models. Bundling in-store and online placements increases value.
5. Set Up Operations
Build workflows for creative approvals, campaign scheduling, and monitoring. Clear processes prevent bottlenecks and mistakes.
6. Measure Results
Prove value by reporting impressions, clicks, sales lift, and attribution. Closed-loop reporting builds trust with brands.
Building a Retail Digital Signage Strategy That Sells
A strong retail digital signage strategy blends marketing, data, and timing. Instead of looping random slides, effective networks:
Promote products with high inventory or strong margins
Change content by time of day or location
Connect to weather, POS, or shopper data
Keep visuals short, bold, and brand-consistent
This approach turns screens into sales tools, not background noise. With analytics from retail media platforms, you can measure what actually moves shoppers and refine campaigns that work.
📊 Case Study: How a Grocery Chain Made $480K Selling Screen Ads
The Company: Regional grocery chain with 28 stores
Starting Point: They already had digital screens showing store specials
Goal: Make money by selling ad space to food and beverage brands
What They Did (6 Months):
- Counted all their screens: 168 displays across all stores
- Picked the best locations: 84 screens in busy spots (checkout lines, deli counters, end of aisles)
- Added new software to show paid ads
- Created a package showing screen locations, shopper traffic, and prices
- Started with 3 big brands (Coca-Cola, Unilever, Mondelez)
Results After 12 Months:
- $480K in ad money (their goal was only $200K)
- 12 brands buying ads (started with just 3)
- Premium pricing ($32 per 1,000 views - better than average)
- Boosted sales 8-15% for products shown in ads
- Stronger supplier relationships: Brands spent 22% more on promotions
Why It Worked:
- Used screens they already owned (no big upfront costs)
- Only sold ads on the best screens (quality beats quantity)
- Hired one person to run the program (part-time at first, now full-time)
- Proved the ads worked using sales data from cash registers
Big Takeaway: You don't need to be Amazon to make this work. You need clear plans, proof that ads drive sales, and brands who want to reach your shoppers.
When Things Go Wrong
Even well funded retail media networks can fall apart if the basics are ignored. Screens end up in dead zones, content goes stale, and nobody is quite sure who owns what. The result is a program that looks good in a slide deck and does almost nothing in the real world.
Most failures fall into a few familiar buckets, along with some straightforward fixes:
Screens placed where no one looks
Stale content
Messy workflows
Weak measurement
Fixes:
Update templates and refresh content often
Build simple workflows for updates
Train staff
Track KPIs like sales lift and dwell time
Trends Shaping Retail Media in 2025
Retail media is changing fast as more retailers and brands pile in. The core idea will stay the same, but the way inventory is sold, targeted, and measured is already shifting. If you are planning an RMN, it helps to know which changes are noise and which are going to stick.
Here are the trends worth paying attention to in 2025:
Programmatic buying – More inventory sold in real time through automated platforms.
AI-driven personalization – Content tailored to individual shopper journeys.
Omnichannel campaigns – In-store, app, and online ads delivered together.
Sustainability – Digital signage replacing print and reducing waste.
Small retailers joining the game – Not just for giants like Amazon and Walmart anymore.
For a broader view, see our 2025 signage trends guide.
The Hard Truth About Retail Media Networks
Let’s get real for a minute: Amazon and Walmart control 84% of all retail media ad spending. Everyone else is fighting for table scraps. That doesn’t mean you can’t succeed, but it does mean you need to be smarter.
The winning strategy for everyone who isn’t Amazon:
- Know your lane: What makes your shoppers unique? Lean into that.
- Solve real problems: Help brands reach audiences they can’t find elsewhere.
- Keep it simple: Complexity is the enemy of execution.
- Consider partnerships: You don’t have to build everything from scratch.
The Bottom Line
Retail media networks have moved from “interesting idea” to “serious revenue channel” in just a few years. For retailers, they are one of the cleanest ways to grow profit without opening more stores. For brands, they are a rare chance to put money into media and see the impact show up clearly in sales data.
If you are weighing your own retail media network plans, keep three points in mind:
Invest in strong data foundations.
Build the right tech stack.
Balance privacy with personalization.
Deliver measurable results.
At JAF Digital Consulting, we help retailers plan, launch, and scale retail media networks with the right mix of software, training, and strategy.
💡 Need Help Choosing Your RMN Tech Stack?
I provide vendor-neutral consultation on CMS platforms, ad servers, and analytics tools. Having evaluated 20+ retail media technology platforms, I help retailers avoid expensive mistakes and select solutions that match their scale and budget.
Retail Media Network FAQs
What is a retail media network?
A retail media network is an advertising platform run by a retailer. It sells ad space on in store screens, websites, apps, and sometimes offsite channels so brands can reach shoppers using the retailer’s first party data. Instead of buying generic impressions, brands pay to show messages where people are actually shopping and ready to buy.
Why are retail media networks growing so fast?
Retail media networks are growing fast because they combine rich shopper data with high traffic locations. Brands get better targeting and clearer proof of sales impact than they do from many traditional channels. Retailers get a new, high margin revenue stream from screens and digital properties they already own. As ad budgets shift away from third party cookies, RMNs are where a lot of that money is landing.
What types of ads run on retail media networks?
Retail media networks support several ad types. Common formats include in store digital signage, sponsored product listings on websites and apps, banner and display ads on retailer owned sites, mobile app placements, and retail DOOH screens near stores. Many campaigns blend these formats so brands can reach shoppers before, during, and after the store visit.
How do retailers measure retail media ROI?
Retailers measure retail media ROI by linking ad exposure to real sales. They track impressions and clicks, but the key metric is sales lift for products or categories that were advertised. Because the retailer controls both media and transaction data, they can show brands exactly how campaigns changed purchase behavior, not just how many people saw an ad.