Observed Signal · Sep 21, 2026 · Market Analysis · Source: Digiday · Impact: 3/5 · Sentiment: Negative
Retail Media Networks Shift from Performance to Brand Building
Retail media networks (RMNs), initially focused on conversion at point of purchase, are now positioning themselves as full-funnel brand-building channels. Retailers like Kroger, Walmart, and Instacart have formed partnerships to expand offsite capabilities, including streaming and social placements. However, media buyers and experts express skepticism about RMNs' effectiveness for brand building, citing inventory optimized for conversion, limited measurement, high costs of validation, and locked data behind spend thresholds. The article notes that for most RMNs, aside from Amazon, ad products are conversion-focused, making brand work difficult to prove. There are also internal budget disputes between trade/shopper and brand teams. Despite capabilities, experts argue RMNs are not yet functioning as true brand-building channels.
High relevance to retail media as a channel, discusses industry-wide shift and challenges, but not a single major event.
Key Takeaways & Evidence Grounding
- Retail media networks are pitching themselves as full-funnel brand-building channels.
- Kroger has a partnership with Disney Advertising; Walmart with TikTok, Meta, and Snap; Instacart with NBCUniversal.
- In Q4 2025, 60% of Walmart's self-serve display spend went to offsite inventory.
- A brand may need to spend more than $500,000 to test household penetration gains from RMN investments.
- Most RMNs, except Amazon, are seen as conversion-focused, not brand-building channels.
Connected Companies & Entities
8 Entities mappedWalmart
Omnichannel retailer with marketplace, membership, B2B procurement and retail media.
“Walmart's partnerships with TikTok, Meta and Snap...”
NBCUniversal
Diversified media group spanning TV, streaming, studios and advertising.
“Instacart's partnerships with NBCUniversal...”
Amazon
Global commerce, cloud, advertising and subscription platform company.
“the woolly mammoth of retail media with its own tech stack, measurement capabilities and streaming channel...”
Instacart
Grocery marketplace with retail media and retailer commerce tools.
“Instacart's partnerships with NBCUniversal...”
Tinuiti
Performance marketing agency with proprietary measurement technology.
“according to a recent Tinuiti report...”
Kroger
US grocer with retail media and digital commerce operations.
“Kroger's partnership with Disney Advertising...”
PMG
Independent marketing company combining agency services with proprietary marketing software.
“Ryan Walker, who leads PMG’s Commerce Center of Excellence...”
Disney Advertising
Disney’s advertising sales and streaming inventory monetisation arm.
“Kroger's partnership with Disney Advertising...”
Ontology Mapping & Concepts
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