Retail Media Update: News, Trends, and Measurement Challenges
Update: 2025-11-29
Description
The retail media landscape is facing a reality check, with optimism dropping due to difficulties in proving incremental sales. While retailers from Morrisons to Walmart rush to implement digital screens and AI-driven ad formats to boost commercial income, fatigue is setting in. In contrast, Costco succeeds by ignoring the hype, prioritizing membership value over monetization, and integrating media directly with merchandising. Meanwhile, FMCG manufacturers face a "jungle" of inconsistent metrics and isolated dashboards that prevent cross-retailer comparisons.
FMCG Weekly - News and trends curated by Accuris, the leading independent consultancy for revenue growth management
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