Retail Media Trends: 65% of Brands Seek Smarter Strategies for Holiday Campaigns – Tuesday, November 11, 2025

Today, the retail industry grapples with the challenge of accurately measuring the incrementality of retail media, a crucial factor for optimizing ad spend and ROI. This misunderstanding affects overall confidence and investment in the sector.

Market Signals

• Retail media networks seek better ROI measurement.
• Consumer demand for low-cost goods remains strong.

Quick Hits

• Holiday readiness requires smarter list management for targeted marketing. — Effective list management is essential for successful holiday campaigns.
• Intrepid discusses transforming digital commerce in SEA via data, retail media, and automation. — Leveraging data and automation is key to digital transformation.
• Amazon expands Haul internationally via Bazaar app to 14 new markets. — Amazon's global reach grows with its latest expansion.
• Ikea's profits are impacted by tariffs and affordability efforts. — Tariffs and pricing strategies are affecting Ikea's bottom line.
• Amazon Haul's growth signals continued consumer demand for low-cost goods. — Consumers remain focused on affordability, driving Amazon's growth.
• NRF forecasts holiday sales to exceed $1 trillion for the first time. — Holiday sales are expected to reach unprecedented levels this year.

What's Next

The industry's struggle to accurately measure incrementality in retail media networks undermines confidence and investment. Improved measurement methodologies are crucial for justifying ad spend and optimizing campaign performance. As the NRF forecasts holiday sales to exceed $1 trillion, the need for precise media strategies becomes more pressing to capitalize on this potential growth.