Retail Media Rewritten

Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel

Retail media’s meteoric rise may finally be leveling off — and that’s forcing advertisers to take a harder look at what they’re getting for their money.

Related Coverage

• ‘There’s a point of diminishing returns’: Why retail media’s reckoning is said to be on the horizon
• Advertisers push to standardize real-time auctions in retail media
• As retail media booms, lines blur between performance and brand marketing budgets