Retail Media Networks (RMNs) have significantly grown, led by Amazon since 2012. Now, there are over 50 RMNs in the U.S., attracting retailers and marketers, especially CPG companies, due to their valuable first-party data and higher margins. RMNs are projected to reach $55 billion in U.S. ad spending in 2024.

However, enthusiasm for RMNs has tempered. Fewer marketers plan to increase RMN spend, with only 35% intending to use more platforms, down from 58% previously. Key challenges include data standardisation, sales attribution, and timeliness of analytics, leading to cautious optimism among marketers.

Despite these challenges, RMNs are expanding beyond sales to include awareness and consideration activities. Two-thirds of RMN users are now employing them for broader marketing objectives, with over half dedicating significant portions of their budgets to RMNs. As marketers test RMNs' full potential, the best performers are expected to address concerns and prove their value in this competitive market.