Retail media networks have quietly become one of the most important forces in advertising.

In this episode, Kelly and Sean break down what retail media actually is, why it’s growing, and where it may be heading next.

At its core, a retail media network allows retailers to sell advertising using their own customer data—whether that’s on their website, app, or even in-store screens. Companies like Amazon, Walmart, and Target are leading the way, using shopper behavior to deliver highly targeted ads.

But the real story is in the growth.

Retail media accounted for roughly 15% of total U.S. media growth last year, making it one of the most impactful drivers in the industry.

So why is it working?

Two major factors:

• High purchase intent – Ads reach consumers already in buying mode
• Closed-loop measurement – Platforms can directly connect ad exposure to purchases

From an advertiser perspective, that combination is hard to ignore.

The episode also explores how the space is evolving:

Key trends shaping retail media

• Amazon continues to dominate, driving about 40% of retail media ad revenue
• Traditional retailers like Walmart, Kroger, and Target remain strong
• New entrants—like Uber, Instacart, and airlines—are entering the space
• Over 50 large-scale retail media networks now exist in the U.S.

At the same time, signs of maturity are starting to appear:

• Fewer new network launches in 2026
• Slowing user growth as adoption approaches saturation
• Increased competition for the same audiences

So where does growth come from next?

Sean outlines three emerging directions:

1. Offsite advertising – Using retail data to sell ads beyond owned platforms
2. Audience matching & data partnerships – Expanding targeting capabilities
3. Continued expansion from existing players – Rather than new entrants

The takeaway: retail media isn’t slowing—but it is changing.

Key Topics

• What retail media networks are (simple explanation)
• Why brands are shifting budgets into retail media
• Amazon’s dominance and growth outlook
• The rise of Walmart, Kroger, and big-box players
• New entrants like Uber, Instacart, and airlines
• Why closed-loop attribution is driving adoption
• The rapid growth in retail media networks (50+ in the U.S.)
• Signs of market maturity and saturation
• What’s changing in 2026
• Future growth drivers: offsite, data partnerships, audience targeting

Chapters

00:00 Intro & Trader Joe’s story
03:10 What is a retail media network?
05:38 Why retail media is growing
08:01 Key advantages: targeting + attribution
09:49 Major players (Amazon, Walmart, grocery)
11:18 Growth of new entrants (Uber, Instacart, airlines)
12:22 Market saturation & slowing expansion
13:37 User growth limits
14:46 Future growth strategies
19:04 Key takeaways
19:29 Closing thoughts

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

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