Retail Media Trends 2026: Strategic Imperatives for the Next Frontier

As Retail Media matures into a central pillar of modern commerce, its evolution by 2026 is marked not just by scale, but by strategic integration, technological sophistication, and cross-channel convergence. This panel brings together senior leaders from major retail organizations to dissect the most consequential trends shaping Retail Media in the coming years. 

First, the rise of closed-loop attribution and full-funnel measurement is redefining how retail media is valued. As retailers gain access to richer first-party data, brands are demanding transparent ROI that spans awareness to conversion. According to McKinsey (2024), 76% of advertisers consider end-to-end measurement capabilities the key determinant for future retail media investments.

Second, the convergence of in-store and digital media is accelerating, driven by advancements in computer vision, IoT, and digital signage. This shift turns physical retail into a scalable media channel, where in-store activations can now be dynamically personalized and measured in real time—a trend underscored in Deloitte’s “Future of Retail Media” report (2024).

Third, the emergence of retail media networks (RMNs) as data syndication platforms marks a departure from mere ad sales toward holistic data monetization ecosystems. Retailers are transforming into media-tech hybrids, offering APIs and insights that influence upstream product development and omnichannel marketing. A recent IAB Europe study (2024) projects that by 2026, over 60% of RMN revenue growth will stem from non-advertising services, including data licensing and strategic brand collaborations.

This panel will critically assess these developments, highlight regional variations, and explore what it takes for retail organizations to lead—not follow—in the rapidly changing media commerce landscape.