How Brands Are Leveraging Retail Media Networks in 2026

A few years ago, retail media meant one thing: Amazon ads. Today, that definition feels quaint.

Retail media networks are no longer experimental line items tucked inside ecommerce budgets. They are now one of the fastest-growing and most influential channels in modern advertising. Retail media advertising has evolved into a full-funnel growth engine powered by first-party data, onsite and offsite inventory, and closed-loop measurement that performance leaders crave.

Amazon still dominates the landscape, but brands are increasingly expanding beyond it. Walmart Connect, Instacart Ads, Roundel™ Media Studio, Kroger Precision Marketing, and other emerging platforms are reshaping how brands reach shoppers across the entire purchase journey. What started as sponsored search placements has matured into a robust ecosystem that blends programmatic reach, in-store influence, and digital commerce performance.

This article explores what retail media networks are, how RMN advertising has evolved, and how brands are using retail media networks as a core growth strategy in 2026. It also breaks down how Power Digital helps brands unify strategy, creative, data, and measurement across Amazon and the broader retail media ecosystem to scale profitably and drive real incrementality.

Retail media networks have officially outgrown their ecommerce-only roots.

In 2026, the most effective retail media advertising strategies span digital shelves, physical stores, mobile apps, connected TV, and offsite programmatic placements. Grocery, pharmacy, and specialty retailers have invested heavily in monetizing their first-party shopper data, giving brands access to audiences that were previously unreachable with precision.

This shift is especially powerful for omnichannel brands. Retail media networks now influence both online and in-store sales, allowing marketers to connect media exposure directly to real-world purchases. Loyalty programs, transaction data, and SKU-level insights enable targeting that feels less like advertising and more like relevance.

For brands asking what are retail media networks today, the answer is simple. They are not just ad platforms. They are commerce intelligence engines that sit at the intersection of media, merchandising, and measurement.

Amazon remains the anchor of the retail media universe. Its scale, purchase intent, and advanced targeting through Amazon DSP make it an essential channel for most brands. Amazon DSP also plays a critical role in retail media networks programmatic advertising by extending reach beyond Amazon-owned properties and reconnecting offsite impressions back to retail outcomes.

That said, the rest of the ecosystem is catching up quickly.

Source: Roundel™ Media Studio

Each platform serves a different purpose. The most successful brands are no longer asking which retail media network is best. They are asking how to orchestrate multiple platforms together without fragmenting budgets or muddying measurement.

Diversification is no longer optional. Overreliance on Amazon exposes brands to rising costs, platform volatility, and diminishing marginal returns.

A strong multi-retailer strategy starts with clear roles for each network:

Creative consistency becomes critical as brands scale across platforms. Messaging must adapt to each environment while maintaining a unified brand story. Measurement is where many teams struggle. Cross-platform attribution remains fragmented, and siloed dashboards make it difficult to understand true incrementality.

This is where a strategic partner matters. Power Digital acts as a connective layer, helping brands align budgets, creative, and data across retail media networks while tying performance back to business outcomes.

“Meet your customers where they like to shop, with cohesive messaging and creative that align with where that customer is in their shopping journey. Humanize the buying experience by putting yourself in the customers’ shoes, while using the appropriate data and strategy to nail down the timing.” says Jeremy Way, Director of Retail Marketing at Power Digital.

Several trends are shaping how brands use retail media networks in 2026.

Offsite extensions are becoming standard. Retailers now allow brands to reach their audiences across the open web and connected TV, then measure impact back to retail sales. In-store media is also accelerating, with digital screens, audio, and point-of-purchase placements influencing shoppers at the moment of decision.

Clean rooms are gaining traction as privacy expectations rise. Brands and retailers are collaborating in secure environments to analyze performance without exposing raw customer data. Unified measurement is the ultimate goal, connecting exposure across retail media advertising, programmatic advertising, and broader paid media investments.

The benefits of retail media networks are clear. Precision targeting. Measurable outcomes. And the ability to influence the full funnel from awareness to purchase.

Power Digital helps brands move beyond channel management and into true retail media orchestration.

As a full-service paid media agency, Power Digital integrates retail media networks into a broader growth strategy that balances efficiency, scale, and long-term brand value. Our teams combine marketplace expertise with advanced analytics, creative testing, and unified measurement frameworks.

We support brands across Amazon and emerging platforms through marketing services for Amazon while extending reach through programmatic advertising that connects retail audiences across the open internet.

Our approach prioritizes budget efficiency, performance analytics, and rapid creative iteration. Every dollar is evaluated through the lens of incrementality, not just platform-reported ROAS.

To show how this approach works in practice, consider how Power Digital has helped brands unlock growth across multiple retail media networks.

Turning Target into a Performance Engine

A better-for-you snack brand partnered with Power Digital to strengthen its digital shelf performance on Target without expanding physical distribution. Instead of applying a generic retail media playbook, the strategy focused on SKU-level insights, real-time optimization, and disciplined budget allocation within Target’s retail media environment.

The results included:

This case demonstrates how retail media networks like Roundel™ Media Studio can deliver Amazon-level efficiency when campaigns are built around data, testing, and continuous optimization.

Scaling Instacart as a Core Growth Channel

Catalina Crunch partnered with Power Digital to expand beyond Amazon and unlock growth through Instacart. The strategy unified Amazon, Instacart, and broader digital media under a single performance framework, ensuring insights and learnings translated across platforms.

The expansion delivered:

This outcome highlights the power of retail media networks when they are integrated into a full-funnel, omnichannel strategy rather than managed in isolation.

As brands navigate this year, success will depend on their ability to unify strategy across Amazon and the growing retail media ecosystem. Those who invest in diversified RMN advertising, consistent creative, and unified marketing measurement will unlock stronger performance and more durable growth. 

If you are ready to move beyond fragmented tactics and unlock the full potential of retail media advertising, it is time to build a unified commerce media plan. Let’s scale smarter.