Shaping the Future of Retail Media Technology at CES.

CES 2025 brought together leaders from across industries, offering a glimpse into the future of technology and highlighting the importance of valuable partnerships shaping the industry's next chapter.

As the conversations at CES unfolded, and our Samuel Knights , Sean Crawford , Alison O'Keefe , and Chris Goddard navigated the Vegas Strip, several themes emerged that shed light on where the retail media industry is headed:

1. Full-Funnel Strategies Take Center Stage:?

2025 is shaping up to be the year retail media expands beyond lower-funnel tactics. Thought leaders, like Andrew Lipsman , Analyst and Founding Adviser at Colosseum Strategy , emphasized the importance of upper-funnel investments, particularly in off-site and in-store channels, to unlock untapped potential in commerce media.?

This shift highlights the need for brands and their Retail Media Network partners to embrace a more holistic approach, blending awareness-driven campaigns with performance-focused strategies to reach consumers throughout their journey. Retail media is great for driving sales at the point of purchase, but its effectiveness extends across the entire funnel, including awareness and trial through to loyalty.?

2. On-Site Leads, In-Store Lags:?

Survey data shared by Media, Ads + Commerce over breakfast with CVS Media Exchange (CMX) and The CPG Guys revealed brands continue to prioritize on-site ads like search and display over in-store media, with in-store investment receiving limited attention from CMOs.?

Only 1 in 6 brands currently dedicate full-time staff to in-store retail media efforts, according to the survey data, highlighting a significant growth opportunity. This gap underscores the need for innovation in how retailers in North America integrate in-store as part of a holistic omnichannel Retail Media Network offering. The vast majority of retail transactions still take place in stores; it’s time for retailers to get serious about in-store media.?

3. The Role of First-Party Data:?

Retailers and brand advertisers are leaning heavily on first-party data to enhance targeting and measurement, especially as the number of Retail Media Networks (RMNs) grows to over 240 worldwide. Partnerships enabling data sharing and closed-loop measurement are becoming indispensable, ensuring campaigns are not just effective, but precisely targeted and measurable.

Commerce Media News?from CES

Retail media is evolving, and evolution is happening at a rapid pace. Retailers must continue to innovate on their retail media propositions to stay agile in an increasingly competitive landscape.

1. Amazon Retail Ad Service:?

Amazon’s new offering will offer retailers technology to deliver contextually relevant ads across their sites, integrating ad placement with their broader ecosystem. Amazon says the service also allows retailers to maintain control over ad formats and placements, ensuring alignment with their brand identity.

2. DoorDash’s Partnership with The Trade Desk:?

This collaboration enables advertisers to use DoorDash’s robust first-party data for campaigns across display, mobile, connected TV, and streaming audio, all with closed-loop measurement capabilities. This partnership exemplifies how data-driven advertising is evolving to meet the demands of a fragmented media landscape.

3. CVS Media Exchange’s In-Store Media:?

CMX shared insights into its efforts to leverage in-store audio and screens, offering opportunities for brands to engage customers during their shopping journeys, and showcasing the untapped potential of physical retail locations. By combining traditional in-store methods with advanced technology, CMX is working to create a more immersive shopping experience.

Lessons and Implications for Retail Media

The takeaways from CES 2025 emphasized that the future of retail media is bright. To sustain growth, retailers must focus on developing a truly integrated offering that stands out against growing competition. For brands and retailers, innovation means embracing:

• Omnichannel: As consumers’ paths to purchase become increasingly complex, strategies must connect in-store, off-site, and digital channels seamlessly. Retailers that deliver consistent, personalized experiences across all touchpoints will be better positioned to capture and retain consumer attention.
• Partnerships to Simplify Complexity: With RMNs proliferating, collaborations like DoorDash’s with The Trade Desk are essential to provide scaled inventory and frictionless measurement. These partnerships help brands cut through operational complexity while maximizing reach and ROI.
• Elevating In-Store Media: Physical retail remains a critical component of the shopper journey, and brands ignoring in-store opportunities risk losing competitive ground. Leveraging technologies like in-store audio and digital displays can drive incremental engagement and sales.

At SMG, we’ve long understood the importance of retail media as an omnichannel solution. For the past 16+ years, our expert teams have prioritized meeting shoppers where they are and leveraging data to create meaningful connections on behalf of brands. As the retail media landscape continues to evolve, we remain committed to helping our partners navigate these shifts with confidence.

CES 2025 underscored that retail media’s rapid growth is matched only by its potential for innovation. From full-funnel strategies to transformative partnerships, the future is bright for those who adapt and invest thoughtfully. We’re excited to collaborate with clients to shape the next chapter of retail media in 2025 and beyond.

To learn more about how SMG can be the accelerator in your retail media journey, visit SMG.team or send us a note at [email protected].