I’ve been in this business long enough to spot a trend from a flash in the pan. Retail media is no trend—it’s a fundamental shift. It is projected to reach $62 billion in US ad spending in 2025 and represent 23.2% of the overall $772.4 billion advertising market. And as we head into the holiday season, I’ve never been more optimistic about its potential. TripleLift’s recent global research, “The Creative Edge in Retail Media,” reinforces that this isn’t just growth; it’s smart, deliberate progress.
Growth and Strategy: A Powerful Combination
Retail media is no longer an experiment. It’s a strategic pillar. According to EMARKETER research we unveiled earlier this month, brands are allocating a significant portion of their digital programmatic budgets to retail media, proving it’s now a core part of sophisticated marketing strategies.
More than half of marketers are reallocating existing budgets to boost off-site retail media, with another significant portion adding fresh investment. It’s smart money moving deliberately, with the majority of marketers projecting measured increases rather than wild speculation. That tells me we’ve moved past the “let’s try this” phase into the “this is essential to our strategy” phase.
The Fundamentals Are Stronger Than Ever
What truly excites me is that the fundamentals are rock solid. Most marketers report strong Return on Ad Spend (ROAS) that meets or exceeds expectations. But the real story is in the sophistication of targeting. Brand buyers, category buyers, and purchase frequency segments are delivering superior performance because we’re finally advertising to people based on what they actually do, not just who we think they are. It’s the difference between precision and guesswork.
We’re moving beyond guesswork, with targeting based on actual purchase behavior delivering superior performance. This level of sophistication, which used to be a trade secret for a few, is now accessible to all.
Creative Is Getting Its Moment
For too long, the focus has been on data and targeting, but our research shows marketers know creative quality is essential. In fact, 84% believe that creative is a top driver of performance. The industry has built the targeting engines; now it’s time to make them beautiful. Our native advertising formats are generating exceptional satisfaction rates, and Connected TV (CTV) is showing strong growth. This confirms that the most effective advertising is both precise and beautiful, and we are finally delivering on that promise.
During my time building Amazon Stores, I learned that commerce and creativity aren’t opposing forces. When done right, they amplify each other. Creative execution that understands commercial intent performs better, and commerce platforms that prioritize creative excellence build stronger brand relationships.
A Holiday Season of Opportunity
TripleLift’s holiday retail media guide reveals that smart brands are planning their holiday retail media campaigns as early as May and June. This strategic foresight gives them a competitive advantage. The most successful brands will be those that use this period to evolve their creative messaging, from building brand awareness in September to driving urgency in November.
The future of retail media isn’t just about a single channel; it’s about a new foundation where commerce and media intersect. The brands that understand this will own the next decade. This holiday season represents an opportunity for brands to demonstrate the full potential of retail media when strategy, creativity, and technology align. For those of us building the infrastructure for that future, there’s never been a more exciting time to be in this business.
