{"id":12605,"date":"2026-06-09T01:32:53","date_gmt":"2026-06-09T05:32:53","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/06\/09\/retail-media-got-easier-to-buy-but-harder-to-run\/"},"modified":"2026-06-06T15:34:52","modified_gmt":"2026-06-06T19:34:52","slug":"retail-media-got-easier-to-buy-but-harder-to-run","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/retail-media-got-easier-to-buy-but-harder-to-run\/12605\/","title":{"rendered":"Retail Media Got Easier to Buy. But Harder to Run."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Bess Devenow<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Retail media has spent the past several years scaling at a pace few channels have ever matched, and <a href=\"https:\/\/retailmediaage.co.uk\/retail-media-networks\/report-retail-media-spend-to-pass-200-billion-in-2027\/\">global ad spend is now projected to surpass $200B by 2027<\/a>. But the more interesting story isn&#8217;t the size of the number. It&#8217;s what&#8217;s happening underneath it: growth rates are cooling from 38.6% in 2021 to a forecasted 11.6% by 2027, and the channel is moving from rapid expansion into something that looks a lot more like maturity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That shift matters, because it changes what separates the winners from everyone else.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For most enterprise brands, simply having access to retail media tools and signals is no longer the differentiator it once was. What matters now is whether you&#8217;re operationally equipped to act on them. And that&#8217;s where most organizations are starting to struggle.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Retail media generates an enormous amount of information\u2014how consumers search, browse, convert, and respond, with a level of granularity traditional media rarely provides. In theory, that should mean faster optimization. In practice, most organizations are moving far more slowly than the channel itself.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The issue is rarely a lack of data. It\u2019s the operational friction sitting between insight and execution.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Campaign changes still move through multiple approval layers. Media, analytics, ecommerce, and merchandising teams sit separately and operate on different timelines. Reporting may happen in real time, but decision-making rarely does. Even sophisticated retail media programs get slowed down by fragmented ownership and workflows built for a much slower era of marketing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that pace mismatch matters. Retail media sits right at the point of purchase, where consumer behavior can shift overnight\u2014a promo cycle hits, demand swings, inventory tightens, a cultural moment lands. The longer it takes to respond, the less useful the signal becomes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is why the operational conversation is becoming so central to the future of the channel.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For years, the industry&#8217;s focus was on scale: more networks, more formats, more targeting, sharper measurement. Those things still matter. But as retail media matures, the bottleneck is less about capability and more about coordination.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The question isn&#8217;t whether you can activate campaigns across retail media environments. It&#8217;s whether you can coordinate planning, execution, optimization, and measurement across multiple teams and systems without slowing yourselves down in the process.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many brands are now running programs across multiple retail media networks, which means navigating a different set of reporting structures, approval processes, measurement standards, and ad formats for each one. Without stronger internal alignment, scale itself becomes a source of inefficiency. Teams spend more time managing workflows than acting on insights.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Technology helps solve part of that, but operational clarity matters just as much. Better tools alone don\u2019t create more agile organizations. A fragmented organization with sophisticated tech is still fragmented.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The companies adapting most effectively tend to treat retail media less as a standalone media channel and more as a cross-functional business capability. They&#8217;ve narrowed the distance between the teams responsible for commerce, media, analytics, and merchandising. They&#8217;ve aligned incentives around shared business outcomes instead of isolated channel metrics. And they&#8217;ve built workflows designed for faster decisions, not more layers of process on top of already fragmented systems.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The companies outperforming in retail media aren&#8217;t usually the ones with dramatically different tools. They&#8217;re the ones who&#8217;ve figured out how to reduce the friction between insight and action\u2014treating the orchestration of teams, systems, and signals as its own discipline rather than something that happens by accident.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As retail media matures, operational speed stops being a nice-to-have and starts being the thing that separates winners from everyone else.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The companies outperforming in retail media aren&#8217;t usually the ones with dramatically different tools.<\/p>\n","protected":false},"author":21,"featured_media":12606,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[16],"topics":[2],"class_list":["post-12605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-retail","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Retail Media Got Easier to Buy. But Harder to Run. | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/retail-media-got-easier-to-buy-but-harder-to-run\/12605\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail Media Got Easier to Buy. 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