Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel

Now that we’ve reached halfway through 2025, retail media remains one of the industry’s biggest growth stories, pulling in more ad dollars and attention.

But what started as a rush toward retail media’s on-site ads is evolving into media buyers chasing the channel’s full-funnel strategies across programmatic, CTV and social. If the first half of 2025 was about retail media networks’ growth spurt, advertisers say the second half will be make-or-break.

Either RMNs deliver or advertisers pull back spend.

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