7 Retail Media trends that are going to change (once again) the way we sell online

First, there was the e-commerce boom. Then, the obsession with first-party data. And now, the third wave has arrived: Retail Media is consolidating its position as the star channel for brands that want to seriously sell, scale, and measure .

But be careful, we're not talking about the typical banner on Amazon's digital shelf. Retail media in 2025 is dynamic, omnichannel, automated, and brutally measurable . And, as always happens in marketing, those who don't adapt in time... are left out of the shopping cart.

That's why, in this article, we're not going to rehash the obvious. We're going to tell you about the 7 real trends that are already transforming the sector . You'll love some of them. Others will make you uncomfortable. But all of them will force you to rethink how you get people to buy from you.

TABLE OF CONTENTS

• Let's start with the numbers: what they say about retail media

• Trend 1. Artificial intelligence + transactional data: personalization with impact

• Trend 2. Off-site Retail Media: Ads no longer stay in the store
• Trend 3. In-store media: the physical store as a programmatic channel
• Trend 4. Self-service platforms: autonomy, agility and control
• Trend 5. Advanced measurement: from clicks to incremental impact
• Trend 6. Channel-adapted creativity: not everything is valid on all shelves
• Trend 7. The battle is technological: the stack as a differentiating factor

Let's start with the numbers: what they say about retail media

Before getting into the nitty-gritty, it's worth reviewing the quantitative context that is redefining the role of Retail Media in today's marketing strategies. The figures are not only compelling, but they also demonstrate a structural shift in the way brands activate, impact, and convert.

🌍 $169 billion : This is the global investment forecast for Retail Media by 2025, representing a 15.6% growth compared to the previous year. To put this into perspective, this represents a larger volume than channels such as linear television or social media.

€873 million was the investment recorded in Spain during 2024. A market still in the consolidation phase, but already reflecting sustained adoption by brands and retailers with a strategic vision.

🔮 Retail Media will account for 25% of global digital spending by 2029, according to eMarketer forecasts. A quarter of total digital investment will be concentrated in this channel, which combines first-party data, qualified audiences, and real-time purchase intent.

Are we facing a bubble? Quite the opposite. Unlike other temporary movements, Retail Media relies on solid fundamentals: activation based on first-party data, a direct connection to conversion, and a real ability to measure impact .

In this context, it's not just about visibility. It's about efficiency, relevance, and return. Brands that invest in this channel do so not just for trends, but for results.

Below, we explore the seven key trends that are shaping the path of Retail Media in 2025 and that should be part of any ambitious commercial roadmap.

Trend 1. Artificial intelligence + transactional data: personalization with impact

Personalization in Retail Media has evolved beyond the basic rules of segmentation. In 2025, the real differentiator lies in the ability to combine generative artificial intelligence with the retailer's own transactional data (purchase history, frequency, average ticket, favorite category, etc.).

This allows:

• Generate dynamic and contextual creatives , adapted to the user profile, time of day, product type, and browsing history.
• Automatically adjust bidding based on product margin , inventory turnover, or brand goals.

Activate personalized landing pages that show real-time assortment, updated pricing, and relevant alternatives.

Trend 2. Off-site Retail Media: Ads no longer stay in the store

The channel's growth isn't limited to the retailer's closed environment. By 2025, more and more brands are extending their campaigns beyond the distributor's own marketplaces or e-commerce platforms, toward external platforms that allow them to maintain the Retail Media logic with greater reach.

What does off-site Retail Media entail ?

• Activation of campaigns in social environments such as Meta, TikTok or Pinterest , leveraging the retailer's transactional data as segmentation input.
• Integration into Google Ads or programmatic display , maintaining data traceability and alignment with the active catalog.
• Synchronization between product, creative, and channel to create coherent advertising journeys that accompany the user beyond the initial purchase environment.

Key Fact :
According to eMarketer, 42% of Retail Media growth through 2025 will come from off-site campaigns. The logic is simple: users don't just live on the retailer's e-commerce site. They're browsing social media, watching videos, scrolling... and you can sell to them there too.

Trend 3. In-store media: the physical store as a programmatic channel

Retail media is also transforming the physical in-store experience. By 2025, the most advanced retailers are converting their spaces into high-quality advertising media, connected to their data and activation systems.

We talk about:

• Interactive digital screens that display campaigns based on the shopper's location, time of day, or profile.
• Dynamic QR codes on shelves that direct to exclusive promotions, bundles, or complementary versions of the product.
• Integration with sensors or mobile apps that allow you to synchronize your online and offline experience , triggering personalized messages throughout your physical journey.

Real-world example :
Bunnings, one of Australia's largest retailers, has installed more than 300 LED screens in its stores to deploy contextual Retail Media-based campaigns. Brands can trigger ads by product, segment, or category, and measure the direct impact on in-store sales.

This trend reinforces a key idea: Retail Media isn't just digital . It can (and should) also activate physical touchpoints , as long as they're connected to the omnichannel strategy and accurately measured.

Trend 4. Self-service platforms: autonomy, agility and control

One of the most significant transformations in Retail Media in 2025 is the consolidation of self-service platforms , where brands can activate, optimize, and measure their campaigns without intermediaries.

This evolution responds to an obvious market need: greater agility, greater autonomy and less operational friction .

Retailers are no longer just selling advertising space; they offer complete platforms with:

• Real-time performance dashboards by product, audience, or channel.
• Campaign configuration and automation tools.
• Direct integrations with catalogs, quotes, and conversion data.

Trend 5. Advanced measurement: from clicks to incremental impact

By 2025, the success of a Retail Media campaign is no longer measured by clicks or impressions. Brands demand real evidence of the impact of their investments , and that means going one step further:

• Measure the actual increase in sales attributable to each campaign, comparing it with control groups.
• Attribute results across different channels, both online and offline, to understand the contribution of each touchpoint.
• Analyze the effect on brand metrics (searches, digital shelf share, engagement) in parallel with direct conversion.

📊 What we're seeing :
Major advertisers are adopting models like match-market testing and Marketing Mix Modeling (MMM) solutions to evaluate Retail Media performance as part of their overall strategy. Tools like those offered by Adsmurai integrate sales, catalog, and creative performance data into dashboards connected to platforms like Amazon Ads , Carrefour Links, or Miravia.

This approach allows for a more strategic view of the channel: it's not just about selling more, but about knowing how much more is sold thanks to each euro invested .

Trend 6. Channel-adapted creativity: not everything is valid on all shelves

One of the most common mistakes is transferring the same creative to all channels. In Retail Media, context is everything , and that means adapting:

• The format , depending on whether we are in an app, a marketplace or a store screen.
• The message , taking into account the stage of the funnel and the type of user.
• Visual content , aligned with the available catalog and active promotions.

🎥 Case Study :
L'Oréal is implementing creator-generated content (UGC) directly into its retailers' product listings. This content not only increases dwell time but also improves conversion by +22% by humanizing the product and showing it in real-life use.

At Adsmurai, we facilitate this adaptation with tools like Creativ_ , which allow you to generate dynamic and customized versions of creatives from product feeds and business rules.

Because in Retail Media, designing well is not enough : you have to design with a focus on the result.

Trend 7. The battle is technological: the stack as a differentiating factor

Finally, a transversal trend that is making a difference in today's Retail Media: the absolute prominence of technology .

It's no longer just about competing for better products or prices. It's about competing for:

• Have a solid technology stack that allows you to activate campaigns efficiently.
• Access your own or shared data platforms (CDPs, DMPs, retailer APIs).
• Integrate with AI tools to automate analysis, segmentation, and content creation.

💥 Key move :
Amazon recently launched Retail Ad Services , allowing other retailers to access its advertising technology. In parallel, platforms like Instacart are partnering with The Trade Desk, and Carrefour with CitrusAd. The goal? To consolidate ecosystems where technology is the engine of growth.

The seven trends we've analyzed aren't distant predictions or passing fads. They're clear signs that retail media is redefining how brands connect with consumers, activate their data, and, above all, how they generate real sales .

The channel has matured. It has broken its own boundaries. And it has gone from being an extension of trade marketing to becoming a central lever of performance, visibility, and growth .

But to truly take advantage of it, it's not enough to simply "be there." You have to be there with technology, strategy, and a well-connected omnichannel vision .

At Adsmurai, we integrate Retail Media into complex ecosystems of Paid Media, Social, and Search. We know how to activate campaigns from a single platform. How to automate creatives. How to read data beyond the click. And how to help you make smarter, faster, and more profitable decisions .