Retailer Media Network Ratings & Insights
CPG brand marketers in this year's survey indicated that RMNs are as or more effective than other digital media, and they’ve increased investment in them.
Sponsored by
By Cyndi Loza
The commerce marketing space was rife with change last year. From AI's growing influence in the industry and the way we shop, to Google abandoning its plans to deprecate third-party cookies, a lot transpired in 2024.
One thing remains the same, though, and that is retail media's enduring hold on the commerce marketing and advertising space. The Path to Purchase Institute's 2025 Trends survey further validated this as a majority of the CPG brand marketer respondents shared that their retail media investment is increasing and that retailer media networks (RMNs) are as effective — if not more — than other digital media.
We're only scratching the surface with our retail media findings here, too, which were gleaned from part one of this year’s Trends report, sponsored by TransUnion. Since 1995, the Path to Purchase Institute has conducted yearly Trends surveys to examine the major issues affecting consumer goods companies. For the second year in the row, we've split our report into two parts with the first devoted to retail media. [Expect part two to be published midyear.]
For part one, P2PI surveyed 67 CPG brand professionals between Aug. 26 and Oct. 9, 2024. To qualify for the survey, respondents had to indicate they worked with one or more RMN(s). Forty-five percent of respondents surveyed were directors, while 33% were managers and 16% were senior management. When it came to their primary job function, 37% of survey takers indicated shopper marketing, while 16% said brand marketing/advertising/consumer promotions and 13% said retail media. Thirty-six percent reported working with packaged food and snack items; other leading product categories represented were health and wellness (10%), non-alcoholic beverages (10%), packaged household items (6%) and beer/wine/liquor (6%).
Retail Media Investment/Budgets & Channel Importance
It’s no surprise that a majority of those surveyed said their organizations increased their retail media investment in 2024. Seventy percent reported at least a minor increase compared to 2023, which was a slight increase from the previous year’s results, when 63% reported at least a minor increase in 2023 compared to 2022.
Looking at budget allocations, we found that retail media spending is coming from a variety of marketing budgets. Most commonly, retail media efforts are funded from shopper marketing budgets or a dedicated retail media budget, followed by national media (21%) and trade (20%). When we asked how retail media budget allocations are determined in their organization, 60% of respondents said they were determined in an annual budget, while a third reported they were determined campaign by campaign based on objectives.
When survey takers were asked how important certain retail media tactics were to their organizations, search and sponsored products were nearly in a dead heat as most important. Search and sponsored product ads were deemed at least "very important" (if not "extremely important") by 81% and 80% of survey takers, respectively. Meanwhile, more than half of respondents pointed to onsite display, social, retailer mobile apps and offsite display as at least very important as well. Other areas such as in-store audio and TV wall ads were seen as less important.
When looking at how respondents rated specific RMNs, it was hard to determine a clear favorite across all of our performance metrics. As we've done for the past few years, we asked respondents to rate the RMNs with which they work based on their relative strengths in targeting effectiveness, measurement capabilities, ROI, data sharing, sales growth, creative freedom and traffic-driving capabilities. Interestingly, when looking at the results from all of the 24 RMNs were rated, we noticed that at least 68% of respondents who worked with Amazon, Instacart, Sam's Club, Walmart and Kroger gave those networks at least a “good” score across every metric.
Among the metric leaders:
Also worth noting:
When asked to identify what’s been most challenging in working with RMNs, 31% of survey takers pointed to data sharing and a lack of data, and 30% noted increased costs, minimum spend requirements and budget. Also identified by respondents was clear attribution, closed loop reporting and the ability to prove ROI. These challenges have been consistent for the past few years of producing the survey.
Despite their challenges, 80% of respondents said that RMNs are as effective, or more effective, than other digital media. This is a definite jump from last year survey, when 69% of respondents indicated it was as effective or more.
Breaking it down:
Skeptics are dwindling, but still remain, however. Eight percent of survey takers indicated RMNs are a simple money grab for the retailer (compared to 20% last year). Those who do see retail media as a simple money grab highlighted retailer pressure to increase investments despite poor tactic performance. “Consistent pressure to leverage them as part of JBPs/[product] line reviews, with often time not great incrementality and measurement capabilities,” said one survey taker.
Other respondents identified issues that pointed to retailer pressure to increase investments despite poor tactic performance. "They have devolved into pushy used car pitches pushing the shiny new tactic of the moment versus partnering to help deliver the most optimal plans to help deliver business objectives.”
When it comes to retail media measurement, nearly 9-in-10 respondents said they wanted their retailer partner to provide proof of sales lift and ROI for campaigns, which is in line with what we heard from CPG brand marketers last year. More than 42% also indicated they wanted comparable cross-retailer measurement and attribution, and standardized metrics and definitions.
New Org Structures
As the omnichannel landscape continues to grow more complex (just check out our own landscape here), we asked survey takers if their organization recently restructured or implemented organizational remapping to overcome silos. In doing this, we found that a majority of CPG organizations have, are in the middle of, or plan to make changes to their structure to better enable collaboration among their marketing teams.
When asked how their department is currently structured and if this set up is ideal, many noted shopper marketing owns retail media planning, but some changes might be needed as the landscape gets more complex:
“Retail media planning falls under shopper marketing which now reports through strategy, then the CMO. Not ideal, based on our programs being funded by sales, that would be a better reporting structure.”
The Next Frontier in
the Retail Media Space
Considering the “next frontier” for retail media, 55% of survey takers pointed to AI technology and omnichannel audience tracking. This was followed by in-store digitalization, increased personalization, stoppable content, media mix modeling and the in-store checkout experience.
Want to dive deeper into part one of our Trends survey? P2PI member companies have full access to all of the results from this and other research reports. Be sure to also check back on P2PI.com later this year for part two of our Trends survey.
In line with last year’s report, and not surprising considering the number of RMNs in the market, CPG brand manufacturers are juggling a staggering number of RMNs. Half of our survey takers said their organizations are currently working with more than five RMNs, while 30% said they’re working with 10 or more. Walmart Connect, Amazon DSP, Target’s Roundel, Kroger Precision Marketing (KPM) and Instacart Ads are the networks our brand respondents work with the most, followed by Albertsons Media Collective and Sam’s Club Member Access Platform (MAP).
Retailer Media Network Ratings
Retail Media Challenges & Measurement Wish Lists
Amazon DSP led the way in measurement capabilities and data sharing with at least 86% of respondents giving the network at least a "good" rating in these categories.
Instacart Ads pulled ahead of other networks when it came to sales growth and traffic-driving capabilities with 97% of respondents giving the network at least a "good" rating for these metrics. It also led the way in ROI and creative freedom.
94% of respondents who worked with Sam's Club MAP and Amazon DSP gave the networks at least a "good" score when it came to targeting effectiveness. (However, Amazon was a clear leader between the two in this category as a vast majority who worked with the network gave it an "excellent/very good" score, compared to Sam's Club where a majority gave the network only a "good" score.)
Walmart Connect did generally well across metrics, especially for targeting effectiveness, sales growth and traffic-driving capabilities, with at least 90% giving the network a "good" score on these metrics.
82% of brands that worked with KPM gave the network at least a "good" score in targeting effectiveness and measurement capabilities.
Roundel performed better than it did last year across all metrics with more than half giving it at least a "good" on everything except creative freedom. It especially did well in targeting effectiveness with 82% of respondents giving it at least a "good" score.
More than half of brands that worked with Albertsons Media Collective gave the network at least a "good" score for targeting effectiveness and creative freedom.
Unlocking Broad-Based Retail Media Growth
By Mark Rose
Retail media has taken center stage in the digital media show — and for good reason: It offers better media ROI for brands through enhanced targeting and measurement, and it drives profitable growth for retailers. As we look toward retail media’s next growth stage, it is important to consider how its growth will shape retail industry structure and competitive balance, impacting both brands and consumers.
National retailers currently dominate the retail media market. According to eMarketer, Amazon and Walmart hold a combined 85% market share of the retail media market. The Path to Purchase Institute Trends survey corroborates this, showing the strong position that national retailers hold in the market: Amazon, Walmart, Target, Kroger and Instacart each have at least 52% of the survey’s brand respondents using their platforms. Usage drops precipitously thereafter for other retailers. Future growth is likely to mirror the current market unless a broader set of retailers innovate on their data monetization strategy.
Media budgets are not infinite. While analysts project retail media to grow by $50 billion in the next three years, it is important to identify the sources of those funds. The P2PI survey shows that two-thirds (66%) of retail media spending is coming from trade and shopper marketing budgets calibrated to joint business plans associated with promoting sales through a retail channel. Brands fund the other 34% on a campaign-by-campaign basis, requiring a business case to shift budget into retail media. No doubt brands want to tap national media budgets to fuel retail media growth if the performance merits additional investment — with the aspiration to improve ROI and drive KPIs on specific brand objectives.
Participating brands in the survey consistently cite national retail platforms’ performance across key attributes to be superior to other retailers. Between 40%-50% of participating brands rated national retailers as “Excellent” or “Very Good” for key attributes such as traffic-driving capabilities, targeting and measurement. The gap between national platforms, alternative, and regional retailers is significant.
About the Author
Mark Rose is senior director, market strategy, at TransUnion. He leads market strategy and business development for CPG, retail and travel/hospitality industries.
There is significant risk to regional and alternative retailers that the next phase of retail media growth will disproportionately benefit national retail platforms, putting the former groups at a competitive disadvantage. A vibrant and competitive market is ideal for all participants, especially for consumers and communities that depend on local and regional retailers. By focusing their strategy on scale, and together with targeting, activation, and measurement capabilities, retailers can deliver impact and accountability that brands expect. Data collaboration will enable retailers to build a durable foundation for the next growth stage of retail media, ensuring equitable growth across all players in the industry.
To participate equitably in retail media growth, regional and alternative retailers first need to solve for reach by collaborating with their peers to create scaled data assets that brands can leverage in their media buys. Platforms supporting these data assets must have targeting, activation and measurement capabilities at their core, using privacy-first identity resolution to collaborate across participating retailers and media partners. This level of standardization is critical to enabling brands to utilize a consistent targeting strategy and measurement framework across their campaigns.
The Case for Broader Participation
National retailers start with an advantage around their scale (“traffic-driving capabilities”) based on customer data depth and breadth around their e-commerce channel, delivery/fulfillment capabilities, and/or national store footprint. With that scale, national retailers have developed targeting and measurement capabilities that set them apart. For many brands, national retailers alone are sufficient channels for retail media investment: The P2PI research shows that 49% of brands will not use more than five retail media networks.
Fueling Future Growth
40% noted RMNs are effective, but no more so than other digital media. (“In some instances, like lower funnel conversion driving, it performs better. However, the upper-funnel offsite tactics do not perform as well as our enterprise media," explained a survey taker.)
PARTICIPANT PROFILE
Which of the following best describes your job level?
Which of the following best describes your primary job function/area of responsibility?
Which of the following best describes your organization’s primary products/services?
How has your organization’s investment (budgetary spend and/or attention) changed for retailer media networks this year (2024) compared to last year (2023)?
70% of marketers say their organization's retail media spend is incremental to base budgets. Budget allocations are often determined in annual budget planning.
Retail media is funded by a variety of budgets, most often shopper marketing or a dedicated retail marketing budget.
The most important retail media tactics include search, sponsored products, onsite display, social and retailer mobile apps. Other areas, including in-store audio and TV wall ads, are seen as meaningfully less important for CPG.
Organizations currently work with an average of 8 retail media networks, which is consistent with last year. Half work with more than 5 networks today.
CPG organizations most often report working with Walmart's, Amazon's, Target's, and Kroger's media networks. Compared to last year, we see higher usage of Wawa's Goose Media Network in 2024.
Marketers continue to say they experience challenges with data access, costs, and the ability to properly measure their retail media efforts. These challenges have been consistent for the past few years, highlighting a significant gap in retailer offerings.
Which of the following best describes your assessment of retailer media networks?
What has been the most challenging in working with retailer media networks over the past year, and why? (Open ended)
Which retailer media network(s) have you worked with within the last year?
How many retailer media networks does your organization work with today?
What percentage of your organization’s retail media spending is provided by each of the following budgets?
How much of that total spend on retail media is incremental to base budget(s)?
Decrease in investment: 16%
vs 17% in 2024 Trends Study
Increase in investment: 70%
vs 63% in 2024 Trends Study
When thinking about retail media measurement, brand marketers continue to most want to be able to prove the ROI of their campaigns.
When it comes to retail media measurement, which of these do you most want from your retail partner?
Many CPG organizations have or plan to make changes to their structure to better enable collaboration among their marketing teams.
Has your organization recently restructured or implemented organizational remapping to overcome silos?
What do you think is the "next frontier" or up-and-coming area(s) for retail media?
AI technology
Omnichannel audience tracking
In-store digitization
Increased personalization
Shoppable video content
Media mix modeling
In-store checkout experience
A/B testing
Data clean rooms
Augmented/virtual reality
CTV
APIs/data connectors
Payment provider for digital/physical transactions
Search
Sponsored products
Onsite display
Social
Retailer mobile apps
Offsite display
CTV/streaming TV
Shoppable video
Email
In-store screens at checkout
Other digital signage in-store
Digital OOH in parking lots/charging stations
Interactive kiosks in-store
TV wall ads
In-store audio
Packaged foods & snacks
Health & wellness
Beverage (non-alcoholic)
Packaged household items
Beer/wine/liquor
Cosmetics/fragrances/personal care
Home appliances/furnishings
Apparel, jewelry, eyewear & accessories
Toys/video games
Sporting goods/recreation
Consumer electronics
Hardware/paints/tools
Pet foods & products
Candy/confectionery
Shopper marketing
Brand mktg/advtg/cons promos
Retail media
E-commerce
Sales ops/category mgmt/trade mktg
Brand/product mgmt
Digital/mobile
Information technology
Insights/research/analytics
Sales/business development
Customer team
Omnichannel
Significant decrease in investment
Minor decrease in investment
Flat, stayed the same
Minor increase in investment
Significant increase in investment
2024 Trends Study
2025 Trends Study
2024 Trends Study
2025 Trends Study
2024 Trends Study
2025 Trends Study
2024 Trends Study
2025 Trends Study
Shopper Marketing
National Media
Trade
Dedicated Retail Media Budget
1-5 networks: 49%
6-9 networks: 21%
10+ networks: 30%
1
2
3
4
5
6
7
8
9
10
11-15
>16
2%
8%
10%
13%
16%
8%
3%
7%
3%
11%
15%
4%
2024 Trends Study: 69% | 2025 Trends Study: 80%
A simple money grab for the retailer
Effective, but no more so than other digital media
More effective than other digital media
Something else
11%
12%
26%
40%
43%
40%
20%
8%
Proof fo sales lift and ROI from campaigns
Comparable cross-retailer measurement and attribution
Standardized metrics and definitions
Offline and online attributions
Enabling self-serve access to campaign data
Providing granular and customized reporting
Viewability and third-party verification
Ranked #1
Ranked #2
Ranked #3
57%
18%
13%
9%
15%
21%
13%
13%
16%
9%
15%
15%
6%
9%
19%
4%
22%
3%
1%
4%
7%
Data sharing/Lack of data
Increased costs/Minimum spend reqs/Budget
Clear attribution/Closed loop reporting/Proving ROI
Lack of consistent measurement across retailers
Complexity of managing multiple RMNs/# of networks
Timeliness
Targeting obstacles
Not being a good partner
Does not deliver on promised outcomes
Difficult to align on goals
Creative iterations
Balancing personalization with privacy regulations
31%
30%
19%
10%
10%
7%
3%
3%
3%
3%
1%
1%
Yes
We are currently in the process of doing this
Not yet, but there are plans to do this
No, but I think we need to
No, and there is no intention to do this
31%
6%
24%
21%
18%
55%
55%
48%
46%
45%
42%
36%
27%
25%
22%
15%
15%
12%
Walmart (Walmart Connect)
Amazon (Amazon DSP)
Target (Roundel)
Kroger (Kroger Precision Marketing)
Instacart (Instacart Ads)
Albertsons (Albertsons Media Collective)
Sam's Club (Sam's Club Member Access Program)
Meijer
Costco
Ahold Delhaize (AD Retail Media)
Hy-Vee (Hy-Vee Digital Media Network)
H-E-B (H-E-B Retail Media)
Dollar General (DG Media Network)
Walgreens (Walgreens Advertising Group)
Gopuff (Gopuff Ads)
BJ's Wholesale Club (BJ's Media Edge)
Wakefern
Giant Eagle (Advantage Media)
CVS (CVS Media Exchange)
7-Eleven (Gulp Media Network)
Wawa (Goose Media Network)
Lowe's (Lowe's One Roof Media Network)
Shipt
Family Dollar (Chesapeake Media Group)
Loblaw (Loblaw Media)
The Home Depot (Retail Media+)
eBay (eBay Ads)
Casey's (Casey's Access)
Wayfair
Metro, Inc.
Dick's Sporting Goods
Best Buy (Best Buy Ads)
Southeastern Grocers (SEG Media Hub)
Petco
Canadian Tire Corp.
Ulta (UB Media)
Sephora
Nordstrom Media Network
Hudson's Bay Company
Head of business
3%
Senior management
16%
Director
45%
Manager
33%
Other
3%
37%
16%
13%
7%
6%
4%
3%
3%
3%
3%
1%
1%
36%
10%
10%
6%
6%
6%
5%
4%
3%
3%
3%
3%
1%
1%
4%
7%
13%
9%
20%
13%
38%
43%
25%
27%
28%
30%
24%
21%
26%
20%
22%
24%
Average % of spending provided by each budget
> 50%
41-50%
31-40%
21-30%
11-20%
1-10%
None
4%
6%
12%
27%
21%
30%
(-3 pts)
(+3 pts)
(+1 pt)
(+10 pts)
(-8 pts)
(-4 pts)
(Change from
2024 Trends Study)
70%
60%
58%
58%
52%
40%
30%
27%
25%
25%
24%
22%
22%
18%
16%
16%
13%
12%
12%
12%
10%
10%
9%
7%
6%
6%
6%
6%
4%
4%
4%
4%
3%
3%
3%
1%
1%
1%
1%
+10 pts
Significant Change YoY
No current usage: Foodland, Sobey's, WHSmith
Directionally up from 7% last year
Directionally up from 0% last year
Directionally up from 0% last year
Retailer Performance (% rating a retailer as having Excellent or Very Good capabilities (Top 2 Box)
Traffic-driving capabilities
Targeting capabilities
Measurement capabilities
Sales growth
ROI
Retailer Type
National Platforms (5)
Other National (12)
Regional (7)
46%
17%
12%
50%
17%
14%
49%
11%
10%
43%
12%
15%
42%
17%
11%
40% said RMNs are more effective than other digital media. (“We see higher conversion rates with RMNs’ media and they can provide richer targeting," said a respondent.)
“Shopper owns retail media planning and execution. We now report under brand, but they really don't understand the retail landscape.”
“Shopper marketing owns all retail media planning and execution. Ownership of paid search is not ideal given increased complexity and competition. Plus, it is a key piece of digital shelf management with all other components managed across various internal functions.”
Simple money grab for retailer: 8%
Effective, but no more so than other digital media:
40%
More effective than other digital media: 40%
Something else: 12%
Retail Media Networks: Change in Investment
Incremental Spend by Budget
Q.
Retail Media Spend by Budget
Q.
How Retail Media Budgets Are Determined
Q.
How Many Retailer Media Networks Does Your Organization Work With?
Q.
Q.
Importance of Retail Media Tactics
How important are each of the following retail media tactics to your organization?
Q.
What Retailer Media Networks Have You Worked With?
Challenges in Working With Retailer Media Networks
What’s Your Assessment of Retailer Media Networks?
What’s Your Assessment of Retailer Media Networks?
Measuring Retail Media: What Do You Want?
Have You Restructured or Remapped Your Organization to Overcome Silos?
Retail Media: The Next Frontier
Q.
Q.
Q.
Q.
Q.
2024 Trends Study
2025 Trends Study
2024 Trends Study
2025 Trends Study
2024 Trends Study
2025 Trends Study
2024 Trends Study
2025 Trends Study
Determined in the annual budget
Determined campaign by campaign, based on objectives
Something else
60%
34%
6%
How much of that total spend on retail media is incremental to base budget(s)?
Q.
Minimally important
Somewhat important
Very important
Extremely important
Not at all important
4%
15%
27%
54%
3%
15%
28%
52%
9%
20%
46%
25%
8%
24%
39%
28%
8%
27%
37%
28%
16%
27%
36%
16%
24%
33%
30%
3%
30%
36%
24%
7%
15%
49%
24%
3%
27%
24%
16%
9%
25%
42%
13%
12%
28%
19%
15%
8%
24%
27%
21%
1%
25%
25%
14%
5%
33%
21%
9%
2%
1%
5%
10%
3%
9%
24%
8%
30%
27%
31%
37%
2023 vs. 2022 2024 vs. 2023
Ahold DelhaizeAlbertsonsAmazonBJ’s Wholesale ClubCostcoDollar GeneralGopuffH-E-BHy-VeeInstacartKrogerMeijerSam’s ClubTargetWalgreensWalmart
Kroger
(Kroger Precision Marketing)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Respondents: 34
50%
32%
18%
50%
32%
18%
26%
53%
21%
38%
41%
21%
29%
44%
27%
15%
53%
32%
32%
41%
27%
Excellent/Very Good
Good
Fair/Poor
Meijer
(Meijer Media)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 17
18%
41%
41%
12%
29%
59%
18%
29%
53%
12%
23%
65%
18%
35%
47%
12%
35%
53%
24%
23%
53%
Target
(Roundel)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 34
35%
47%
18%
27%
38%
35%
30%
32%
38%
18%
38%
44%
30%
38%
32%
9%
32%
59%
32%
44%
24%
Sam's Club
(Sam's Club Member Access Platform)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 18
33%
61%
6%
22%
61%
17%
28%
44%
28%
28%
44%
28%
33%
50%
17%
22%
50%
28%
33%
50%
17%
Instacart
(Instacart Ads)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 31
35%
55%
10%
42%
35%
23%
48%
42%
10%
39%
39%
22%
49%
48%
3%
55%
32%
13%
29%
68%
3%
Hy-Vee
(Hy-Vee RedMedia)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 16
6%
31%
63%
13%
44%
43%
6%
38%
56%
6%
50%
44%
13%
44%
43%
19%
50%
31%
6%
44%
50%
H-E-B
(H-E-B Retail Media)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 15
20%
27%
53%
7%
33%
60%
13%
33%
54%
13%
27%
60%
13%
33%
54%
6%
47%
47%
13%
40%
47%
Gopuff
(Gopuff Ads)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 11
27%
18%
55%
9%
46%
45%
9%
55%
36%
18%
46%
36%
18%
55%
27%
27%
46%
27%
18%
55%
27%
Dollar General
(DG Media Network)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 14
14%
29%
57%
14%
29%
57%
7%
14%
79%
14%
21%
65%
7%
50%
43%
7%
50%
43%
14%
43%
43%
Costco
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 17
24%
29%
47%
6%
41%
53%
24%
35%
41%
6%
29%
65%
18%
65%
17%
12%
23%
65%
12%
41%
47%
BJ's Wholesale Club
(BJ's Media Edge)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 10
20%
10%
70%
20%
10%
70%
20%
10%
70%
10%
40%
50%
10%
40%
50%
10%
30%
60%
10%
30%
60%
Amazon
(Amazon DSP)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 35
68%
26%
6%
66%
28%
8%
54%
32%
14%
52%
34%
14%
52%
34%
14%
31%
52%
17%
63%
29%
8%
Albertsons
(Albertsons Media Collective)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 23
17%
44%
39%
4%
31%
65%
9%
30%
61%
4%
31%
65%
22%
21%
61%
9%
43%
48%
17%
33%
57%
Ahold Delhaize
(AD Retail Media)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 15
7%
53%
40%
7%
33%
60%
6%
27%
67%
20%
27%
53%
13%
27%
60%
13%
33%
54%
7%
33%
60%
Walmart
(Walmart Connect)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 42
64%
26%
10%
62%
19%
19%
50%
33%
17%
52%
31%
17%
57%
36%
7%
41%
33%
26%
67%
24%
9%
Walgreens
(Walgreens Advertising Group)
Targeting effectiveness
Measurement capabilities
ROI
Data sharing
Sales growth
Creative freedom
Traffic-driving capabilities
Excellent/Very Good
Good
Fair/Poor
Respondents: 11
18%
46%
36%
18%
82%
18%
27%
55%
18%
27%
55%
9%
36%
55%
27%
27%
46%
18%
36%
46%
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
Base: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part IBase: 2025 Total Respondents, n=67; 2024 Total Respondents, n=76
Data Source: 2025 P2PI Trends Study, Part IBase: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part I Base: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part I Base: 2025 Total Respondents, n=67; 2024 Total Respondents, n=76
Data Source: 2025 P2PI Trends Study, Part I Base: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part I Base: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part IBase: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part I Base: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part IBase: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part I Q10. Why do you say that? [Open ended question]Base: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part I Q11. When it comes to retail media measurement, which of these do you most want from your retailer partner(s)? Please rank the top three areas when considering the retailer partners you work with in your current role. Base: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part IBase: Total Respondents, n=67
Data Source: 2025 P2PI Trends Study, Part I Base: Total Respondents, n=67
Albertsons
Ahold DelhaizeAlbertsonsAmazonBJ’s Wholesale ClubCostcoDollar GeneralGopuffH-E-BHy-VeeInstacartKrogerMeijerSam’s ClubTargetWalgreensWalmart
Amazon
BJ's Wholesale Club
Costco
Dollar General
Gopuff
H-E-B
Hy-Vee
Instacart
Kroger
Meijer
Sam's Club
Target
Walgreens
Walmart
Ahold Delhaize
Rating Retailer Media Networks
Q.
Q.
Q.
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BELOW FOR MORE
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
Data Source: 2025 P2PI Trends Study, Part I
^Note: *Sample size <20, use caution when interpreting results.
How would you rate this retailer’s performance over the past year on each of the following?
Q.
Retailers with <5 responses not displayed (Best Buy, Casey’s, Canadian Tire, Dick’s Sporting Goods, eBay, Foodland, Hudson’s Bay Company, The Home Depot, Loblaw, Metro Inc., Nordstrom Media Network, Petco, Sephora, Southeastern Grocers, Sobey’s, Ulta, Wayfair, WHSmith) *Sample size <20, use caution when interpreting results; **Sample size <10, use extreme caution when interpreting results
How would you rate this retailer’s performance over the past year on each of the following?
Click here to read the full results of the 2025 Trends Survey
TRENDS 2025