2025 State of Retail Media Report

Now in its 4th year, Skai’s annual survey of retail media marketers reveals the trends, challenges, and opportunities shaping the future of this essential marketing channel.

Trends uncovered from 2024

Measurement takes a giant leap forward
Social commerce is set to explode
Connected TV fueled by retail media data
The evolving retail media gold rush

A woman in a green vest points to graphs and charts on a large screen in a modern office, presenting data on retail media 2025 trends to a colleague.

A woman in a green vest points at a large screen displaying bar and pie charts about retail media 2025 trends in an office setting, while another person listens and holds a tablet.

A woman points at a digital screen displaying bar charts and pie charts, discussing retail media 2025 trends with a colleague in a modern, colorful office setting.

Retail media measurement takes center stage in 2025. As ad spending reaches record highs, advertisers will demand transformative advancements in measurement to validate and optimize their investments. Incrementality and ROI will dominate the conversation, with innovative tools and methodologies emerging to address transparency gaps. Retail media networks that deliver robust, actionable insights will solidify their value.

A woman sits cross-legged indoors, smiling and holding a product while being filmed by a smartphone on a tripod—perfectly capturing the rise of retail media 2025. Green plants and shelves fill the background.

A woman sits cross-legged on the floor at home, smiling and gesturing while discussing retail media 2025 trends, recorded on a smartphone mounted on a tripod. A plant and wooden furniture are in the background.

A woman sits cross-legged, recording herself with a smartphone on a tripod, holding up a product in a bright, cozy room with plants and wooden decor—a glimpse into retail media 2025 as her phone screen keeps her pose in focus.

2025 is the breakthrough year for social commerce. Social media platforms have evolved into dynamic content ecosystems, making them ideal for blending discovery with seamless purchasing. With trusted brands like Amazon and Walmart embedding their functionality into social platforms, consumers will finally feel confident transacting through social channels. This shift will redefine the role of social commerce, making it a central pillar of retail media strategies.

Three people sit on a couch watching TV, discussing retail media 2025 trends. One holds a remote while another points at the screen. Bowls of popcorn and drinks are on the table in front of them, and the room is warmly lit.

Two people sit on a couch in a cozy living room, watching TV with a remote. One points at the screen, while the other holds the remote, discussing retail media 2025. Popcorn and drinks are on the table, and a lamp glows in the background.

Four people sit on a couch in a cozy living room, watching a TV screen with streaming options and retail media 2025 ads. One person holds a remote, while another points at the screen. Popcorn and drinks are on the table.

2025 could be a turning point for Connected TV (CTV) as more retail media marketers explore its potential amid the decline of linear TV. Retail media data — like purchase history and browsing habits — enables personalized, dynamic ad experiences, positioning CTV as a bridge between brand awareness and measurable performance. With platforms like Prime Video now leading ad-supported streaming in audience reach, the synergy between retail media and CTV is growing.

Mini shopping carts with pink handles are arranged in a diagonal pattern on a bright blue background, creating a playful and repeating design with shadows—perfect for illustrating retail media 2025 trends.

Multiple miniature shopping carts with pink handles are arranged in a diagonal pattern on a bright blue background, casting shadows to the right—a playful nod to retail media 2025 and the future of shopping experiences.

Multiple small shopping carts are arranged in a diagonal, repeating pattern on a bright blue background, each cart with a white handle and a small piece of paper inside—capturing the evolving world of retail media 2025.

The retail media network (RMN) landscape will undergo a significant shakeout in 2025. With over 200 RMNs competing globally, only those that innovate will thrive. Networks that introduce groundbreaking ad experiences, deliver advanced measurement capabilities, and provide unique insights will capture marketer attention. This year will separate the networks that adapt and grow from those unable to keep pace, reshaping the competitive landscape of retail media.

What would accelerate your organization’s investment in retail media in the future?

Access to improved RMNs would accelerate future CPG investments for over half of leaders surveyed. Measurement innovations and higher ROI compared to other channels would also drive additional investments for many marketers.

What do you believe is the value of adopting a full-funnel retail media strategy?

Which of the following best describes your organization’s proficiency in incrementality measurement?

Just around one-quarter of organizations say they are proficient in measuring incrementality for retail media, consistent with what we saw in last year’s report

Several booklets arranged in a grid, each with a blue geometric cover titled The State of Retail Media Report: 2025 Complete Results, featuring white bold text and colorful bar graph graphics—your essential guide to retail media 2025 insights.

Multiple copies of a report titled The State of Retail Media Report 2023 Complete Results arranged in a grid pattern, featuring bold white text and a blue geometric design, offering insights that shape retail media 2025 strategies.

Multiple copies of a blue report cover titled The State of Retail Media Report: 2023 Complete Results are arranged in a grid pattern, hinting at trends shaping retail media 2025, with geometric lines and bar graphs in the background.

Ready to dive in?

Discover the key findings from Skai’s 2025 State of Retail Media report to future-proof your strategies. With exclusive data on ROI challenges, full-funnel adoption, and social commerce growth, this report equips marketers with the insights needed to succeed in an increasingly complex landscape. Don’t miss your chance to stay ahead in retail media.