Observed Signal · Dec 8, 2025 · Forecast · Source: ExchangeWire · Impact: 4/5 · Sentiment: Positive
Retail Media Boom: What's Next for 2026?
As 2026 approaches, the piece surveys the retail media landscape and the anticipated year ahead. It notes a booming sector, with festive shopping driving campaigns and large online spend during Black Friday and Cyber Monday (US online Black Friday at USD 11.8 billion; global Cyber Monday over USD 17 billion). The article highlights a wave of new retail media networks, including American Express' Amex Ads and WHSmiths' WHS Media, expanding opportunities for advertisers through richer targeting and cross-channel activation. It also underscores AI's growing role, citing Adobe data showing 830% YoY growth in AI-driven retailer traffic and a 30% higher conversion rate for shoppers arriving via AI. Industry voices stress the need for harmonised standards (IAB Europe) and the potential of in-store activation, programmatic evolution, and data enrichment to scale retail media in 2026. The piece frames a shift toward tech-enabled measurement, cross-channel storytelling, and broader retailer-owned models.
Industry outlook with growth, standardisation needs, AI impact, and new networks shaping the 2026 adtech landscape.
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Key Takeaways & Evidence Grounding
- US online Black Friday spending reached USD 11.8 billion.
- Global Cyber Monday sales exceeded USD 17 billion.
- American Express launched the Amex Ads retail media network.
- WHSmith launched the WHS Media retail media network.
- Adobe data showed Gen AI traffic to retailers grew 830% YoY in early November, with AI-referral shoppers 30% more likely to convert than those arriving via traditional search.
Connected Companies & Entities
9 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
WPP Commerce Lead: Impressions Counting is Window Shopping
Jason Wescott, global head of commerce solutions at WPP Media, argues that measuring campaign success solely on impressions is akin to a shop owner celebrating foot traffic without knowing if anyone bought anything. He advocates for tying every campaign to business outcomes like store visits, subscriptions, or purchases. Wescott criticizes the industry's obsession with 'cheap digital eyeballs' and warns that AI is oversold as a magic solution when its effectiveness depends on the quality of data fueling it. He highlights the shift away from identity-based tracking due to privacy regulations and browser changes, emphasizing the need for privacy-safe data collaboration and contextual data. He also advises against discounting to hit quarterly targets, as it harms long-term brand equity. Wescott is judging the media category at The Drum Awards Festival.
IAB Europe Launches CTV Measurement Framework & Transparency Principles
IAB Europe has announced the launch of a new CTV measurement framework and transparency principles aimed at standardizing how connected TV advertising is measured and reported in Europe. The initiative seeks to address fragmentation and lack of transparency in CTV ad delivery, providing a unified approach for campaign measurement, viewability, and brand safety. The framework includes guidelines for data usage, audience verification, and reporting standards. IAB Europe emphasizes the importance of aligning with evolving privacy regulations and ensuring that the CTV ad ecosystem operates with greater accountability and trust for advertisers and publishers.
IAB Europe Opens Public Comment on New Responsible Digital Advertising Guidance
IAB Europe’s Sustainability Standards Committee has today opened the first volume of Within Reach: Practical Guidance for Responsible Digital Advertising […]
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