New IDC research: What retailers need to build a winning media network

Retail media is one of the fastest-growing segments in advertising—projected to reach $88 billion by 2029 at 2x the rate of digital advertising.¹ Retailers that act now can gain a meaningful edge. A new IDC white paper, sponsored by Amazon, explores what it takes to build or scale a winning media network.

Five key takeaways from the paper: 

Building a retail media network is a business transformation, not just a tech project. Success requires a shift from B2C merchandising to a B2B advertising model with new capabilities in technology, media sales, and measurement.
 
Advertiser expectations are high, and non-negotiable. Brands expect real-time performance tracking, closed-loop attribution, and standardized reporting. Retailers that deliver will win ad budgets. Amazon Retail Ad Service was built for exactly this.
 
Fragmentation is a top hurdle. Inconsistent measurement, the tension between ad placements and the shopping experience, and the difficulty of connecting digital and physical touchpoints all slow network growth—especially when nearly 80% of purchases still happen in-store.¹ 
 
Proven strategies can level the playing field. Standardization, strategic partnerships, and automation help retailers of all sizes compete.
 
Emerging channels are creating new opportunities. Connected TV, in-store digital signage, and AI-powered optimization help retailers reach shoppers in new ways and unlock higher-margin ad revenue. 
 
Read the full IDC white paper to see how retailers are building advertiser-centric media networks—and how Amazon Retail Ad Service can help you get there faster.

Sources

¹ IDC White Paper, Sponsored by Amazon, "The Race to Build an Advertiser-Centric Retail Media Network: The Strategic Guide for Retailers," Doc. #US54427126, May 2026.