Global expansion and hyperlocal focus redefine the next chapter of retail media networks | MarTech

"Retail media networks are projected to be worth $179.5 billion by 2025, but capturing share and achieving long-term success won't hinge solely on growing their customer base. With over 200 retail media networks now competing for advertiser attention, the landscape has become increasingly complex and crowded. The RMNs that stand out will be those taking a differentiated approach to meeting the evolving needs of advertisers. The industry's concentration creates interesting dynamics. While some platforms have achieved significant scale, nearly 70% of RMN buyers cite "complexity in the buying process" as their biggest obstacle."

"As the landscape matures, which strategies will define the next wave of growth: global expansion, hyperlocal targeting, or both? To understand where the industry is heading, it's worth examining how successful platforms are addressing advertisers' core challenges. Lack of measurement standards across platforms continues to frustrate advertisers who want to compare performance across networks. Manual processes dominate smaller networks, making campaign management inefficient and time-consuming."

"At the same time, most retailers lack the digital footprint necessary for standalone success. This has created opportunities for platforms that can solve multiple problems simultaneously: standardization, automation, and scale. DoorDash represents an interesting case study in this evolution. The platform has built its advertising capabilities around reaching consumers at their moment of local need across multiple categories. With more than 42 million monthly active consumers as of December 2024, DoorDash provides scale and access to high-intent shoppers across various categories spanning restaurants, groceries and retail. The company's approach demonstrates how platforms can address advertiser pain points through tech"

Retail media networks are projected to reach $179.5 billion by 2025 amid a crowded field of over 200 networks competing for advertiser attention. Nearly 70% of buyers identify complexity in the buying process as the biggest obstacle. Lack of measurement standards and the prevalence of manual campaign management make performance comparison and execution inefficient. Many retailers lack sufficient digital footprints to succeed independently, creating opportunities for platforms that deliver standardization, automation, and scale. Both global expansion and hyperlocal targeting can drive growth. DoorDash leverages 42 million monthly active users to reach high-intent shoppers across multiple categories.

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