Retail media’s next leap: solving the data, creative and measurement gaps

Budgets are shifting, but not evenly

Alex Walker, managing director at Havas Market, highlighted the uneven nature of retail media’s growth.

“Depending on the stats, 60 to 80% of retail media spend in the UK goes to Amazon,” he said. “It’s important to separate that from the broader conversation.”

Walker noted brands are moving budgets away from traditional channels such as linear TV and Google search, but Amazon’s dominance can skew perceptions of the overall landscape.

Molly Anderson, VP, retail media lead at VaynerMedia, stressed that definitions matter. “Retail media could be digital or in-store, or layered on to other channels,” she said. The shift isn’t uniform across industries, and brands are increasingly integrating retail media with social, programmatic and shopper marketing plans.

Data advantage comes with friction

First-party data is often billed as retail media’s greatest asset. Richard Murray, who leads ADM Group’s retail media work in Asia-Pacific, described how it is fueling more precise marketing.

“We can offer hyper-personalization at scale,” he said, describing investments in in-store sensors, QR code activations and loyalty program integrations that support detailed targeting before, during and after a store visit.

But accessing consistent, usable data remains a challenge for many brands. Vanessa Henry, research director at Walnut (part of Accenture Song), said retailers often hold on to data tightly. “There’s tension here,” she explained. “Retailers want to protect their advantage, but brands need the data to justify spend and measure return.”

Anderson pointed out that while closed ecosystems help with real-time optimization, they complicate broader measurement. “We need an open environment to standardize results across channels,” she said.

Creative strategies need to catch up

As investment in retail media grows, some see creative execution lagging behind. Carly Johnson, SVP and group strategy director at Momentum Worldwide, described the disconnect between traditional broad-reach creative and the precision retail media demands.

“Media was very broad, while shopper marketing was precise, and those worlds weren’t always connected,” she said. Momentum has been working to close that gap by uniting media and creative teams to ensure consistent strategy tailored for retail environments.

Anderson pointed to missed opportunities to customize messages by audience or even store location. “What would you say differently to a heavy purchaser, to someone lapsed, or someone discovering your product for the first time?” she asked.

Walker acknowledged the scaling challenge, but noted agencies are investing in AI-driven tools to support faster, more tailored creative production.

Who leads the strategy?

Beyond creative, the evolving relationship between brands, retailers and agencies remains complex. Murray was candid about retailer readiness.

“A lot of them are still stuck in the dark ages,” he said. In many cases, agencies or specialist vendors build and run the networks while the retailer primarily offers access to its audience.

Henry observed friction in these relationships, especially around strict guidelines and limited data sharing. Yet she also saw encouraging signs of change. “Some retailers are starting to see brands as clients they sell media to, not just suppliers,” she said.

Anderson emphasized the importance of a consumer-first approach. “That means bringing together insights from retailers, agencies and brands to truly address what the shopper needs,” she said.

Building confidence and proving ROI

What will it take for retail media to earn a bigger share of budgets? For Johnson, the answer is better data sharing and transparency. “Meeting brands in the middle on data will unlock more spend,” she said.

Murray argued that demonstrating real impact is essential. His networks are developing outcomes-based pricing models that include refund guarantees if campaigns fail to deliver agreed results.

“It’s about showing clear proof points, case studies that demonstrate sales uplift and ROI,” he said.

A complex channel with big potential

As brands continue to invest in retail media, this evolving channel offers clear opportunities to reach shoppers in the moments that matter most. But the roundtable discussion revealed that its growth will depend on solving real challenges: better data access and sharing, more consistent measurement standards, creative that’s tailored to the retail environment and closer collaboration between brands, agencies and retailers. For all its promise, retail media’s next phase will be defined by how well the industry works together to deliver on that potential.