As brands plan their advertising strategies for 2026, Retail Media Networks (RMNs) are quickly becoming one of the most vital channels for reaching consumers both online and in brick-and-mortar environments. According to recent industry research, a growing number of marketers are increasing their investment in RMNs because they offer stronger performance and first-party data insights compared with many traditional digital ads.

Retail Media Networks are advertising ecosystems run by retailers that allow brands to place highly targeted ads on retailer websites, mobile apps, and in some cases even in physical stores. These platforms enable brands to reach shoppers at critical moments of the purchase journey, targeting users who are already browsing or comparing products. Because RMNs use robust first-party data, they provide more precise audience segmentation and better measurement of campaign impact than many other digital channels.

According to the Kantar 2026 Marketing Trends report, nearly 38 percent of global marketers plan to increase their RMN investment next year, a clear sign that brands view these networks as central to their media mix. Data from the same research shows that RMNs deliver about 1.8 times better results than typical digital ads and nearly three times better outcomes for purchase intent — underlining why so many advertisers are reallocating budgets.

The shift is also driven by broader changes in the advertising landscape. With increased privacy regulation and the decline of third-party cookies, brands are turning to channels with reliable first-party data and transparent performance metrics. RMNs help fill this gap by combining stakeholder collaboration with data integration across touchpoints, making it easier for brands and retailers to create consumer-focused campaigns with measurable results.

Looking ahead, experts say retail media will continue to expand beyond pure product ads into areas such as shoppable activation on connected television and streaming platforms, reshaping how people discover, interact with, and purchase products online.

Overall, retail media networks are transitioning from a niche performance channel to a core strategic asset for brands that want to reach consumers with targeted, data-driven advertising in 2026 and beyond.