We’ve discussed retail media networks several times in these abstracts. These advertising platforms, owned and operated by retailers themselves, continue to expand. Although Amazon still maintains the lion’s share of this market—its advertising platform exceeds the aggregate size of all other domestic platforms combined—more and more retailers are working to enter the space. For example, the global specialist media company Future PLC announced a new partnership with Ocado Ads, a U.K. retail network that exhibits a sharp growth trajectory. Future already owns various popular publications that can boast dedicated readerships, but it also seeks to leverage its global reach by supporting more targeted campaigns, informed by sales data that Ocado can provide. In the United States, a new retail media network has emerged from a collaboration between EG America and Axonet, which specializes in advertising through convenience stores specifically. The partnership aims to establish advertising plans to appeal to the core consumer bases attracted by different franchises that fall under EG America’s ownership, including Cumberland Farms, Kroger, and Kwik Shop.

Sources: Sara Karlovitch, “The Future of Retail Media Networks: Here’s What the Numbers Say,” Marketing Dive, March 14, 2025; “Future Moves into Retail Media,” InPublishing, July 17, 2025; Rachel Gignac, “EG America Launches Retail Media Network,” CSP Daily News, April 23, 2025.