Retail media networks (RMNs) aren’t a niche anymore — they’re now among the fastest-growing ad channels, with closed-loop sales data that CFOs love. At the same time, shoppable video, creator-led commerce, and live shopping are collapsing the funnel. The playbook: treat commerce media as both a performance and brand stage, measured with incrementality, not just last-click ROAS.
Pick your retailers strategically. Don’t spray every RMN. Choose the ones where your assortment, margin, and audience overlap are strongest. Co-develop launch calendars with the retailer’s media team (onsite + offsite + email + sampling) to maximize share of voice when it matters (new variants, seasonal peaks).