Modern Retail+ Research: The marketers’ 2026 guide to retail media marketing, including The Home Depot, Milani Cosmetics and Tinuiti
As the retail media landscape evolves, marketers are rethinking where they invest, how they measure success and which retail media networks deserve a larger share of budget. Although they once viewed retail media primarily as a lower-funnel performance channel, marketers are expanding their ad businesses beyond sponsored product listings into off-site media, streaming and full-funnel marketing.
Modern Retail+ Research has delved into the ever-evolving retail media landscape, providing insights into the strategies and challenges faced by leading marketers. This CMO Strategies series installment focuses on retail media, its role in marketers' playbooks, and the industry's evolution.
Initially viewed as a lower-funnel performance channel, retailers are now broadening their ad businesses beyond sponsored product listings. They are venturing into off-site media, streaming, and full-funnel marketing. This member-exclusive article, available on modernretail.co, explores how the retail media landscape is transforming and which networks should receive a larger portion of marketing budgets.
Written by urgent.news from Modern Retail's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
