Retail Media Networks: Trends Report 2025

As retail media's enduring hold on the commerce marketing and advertising space continued last year, the Path to Purchase Institute conducted its annual trends survey to examine retailer media networks (RMNs) and provide ratings and additional insights.

In this new 2025 report, exclusively sponsored by TransUnion®, CPG brand marketers indicated their retail media investments are increasing, and felt RMNs are as effective — if not more so — than other digital media. Respondents rated RMNs they work with based on their relative strengths in targeting effectiveness, measurement capabilities, ROI, data sharing, sales growth, creative freedom and traffic-driving capabilities.

Additional areas of focus included:

• Retail media investment/budgets and channel importance
• Retail media challenges and measurement wish lists
• New organizational structures
• The next frontier in the retail media space