In 2026, retail media moves from promise to practice as stronger measurement, offsite reach and real accountability turn RMNs into a core part of media plans.
For years, Retail Media Networks (RMNs) have been the industry’s sleeping giant; full of potential, yet weighed down by uneven capabilities, limited measurement and too much hype. Everyone believed in the value: retailers had rich first-party data, direct access to shoppers and influence at the exact moment of purchase. But the ecosystem wasn’t quite ready.
That changes in 2026.
Retail media is no longer experimental. It has stepped into its role as one of the most important and fastest-growing channels in digital advertising. The transformation from concept to enterprise is now undeniable. Retailers are building real ad businesses. Advertisers are holding partners accountable in new ways. The technology is maturing.
The marketplace feels smarter, more transparent and more connected..
AI Is Transforming Retail Media
The early 2020s brought endless conversation about AI, but 2026 is shaping up to be the year AI actually runs retail media. AI can automate the time-consuming parts of campaign execution, predict shopper behavior before it happens, create and test new creative variations and fine-tune budgets in real time. These systems get better with every transaction, absorbing patterns in shopper behavior and applying them immediately.
This is a meaningful shift. Advertisers get better performance with less friction, less back-and-forth and fewer manual adjustments. Retailers can scale their media businesses without ballooning operating costs or overwhelming their teams.
Identity is also taking center stage. With third-party cookies on their way out, retailers’ loyalty programs, mobile app data and point-of-sale signals have become their most valuable competitive advantage. These touchpoints now power some of the strongest identity graphs in the industry.
The RMNs that invested early in secure clean rooms and retailer-owned IDs are already proving why this matters. They can reach shoppers across the open web, measure real outcomes and offer precision targeting that many traditional digital channels simply can’t match. Brands recognize the difference, and they’re moving budgets accordingly.
The Rise of Offsite Retail Media
For many retailers, 2026 will also be the year that offsite becomes the primary revenue driver. Brands want to influence shoppers early in the journey, not just at the point of purchase. RMNs are rising to meet them with deeper DSP integrations, smarter audience extension and measurement that connects impressions all the way down to SKU-level sales.
This is the moment retail media becomes a full-funnel strategy capable of driving awareness, shaping consideration and capturing conversion within one unified system.
The ecosystem has grown crowded and complex, and advertisers are demanding cleaner, more integrated solutions. Consolidation is picking up across tech partners, measurement providers and identity platforms. The industry is moving away from fragmentation and toward standardization and professionalism.
Retail media is no longer just a grocery and big-box story. Travel brands are launching RMNs. Hospitality companies are entering the space. Quick-service restaurants, pharmacies, education retailers and even automotive players are recognizing the power of their data. These new entrants bring fresh use cases, and they’re speeding up innovation for everyone.
With competition heating up, many RMNs are beginning to offer performance guarantees tied to ROAS, new buyer acquisition or incremental lift. These commitments signal confidence and give advertisers an extra layer of trust as they shift dollars into retail media.
Retail Media’s Focused Future
The rapid rise of RMNs brought excitement, but also confusion and inefficiency. Now, the industry is settling into a more focused and disciplined phase. The networks that will thrive are those investing in identity, automation, unified measurement and long-term advertiser relationships. Retail media has become a central force in modern marketing.
The next decade of retail media begins with clarity, intelligence and the infrastructure to grow responsibly. If the last few years were about potential, the years ahead will be about fulfillment. Retail media isn’t just defining a new channel.It’s redefining the future of how brands and retailers connect with consumers.