Only 31% of retail media leaders said they were confident the revenue generated by their networks was incremental to existing supplier funding.Bill Wilson
Retail media networks remain bullish about growth, but gaps in technology, measurement and other basic capabilities could make achieving those ambitions increasingly difficult.
Retail media networks, or RMNs, expect revenue to grow an average of about 23% this year, according to research presented by Sarah Marzano, principal analyst, Retail & Commerce Media at eMarketer, at Groceryshop 2026 in Las Vegas on Tuesday. However, fewer than one in five expect to exceed their plans, while nearly one-third anticipate falling short.
The findings point to a disconnect between retailers' ambitions for their media businesses and their ability to execute.
Only 31% of retail media leaders said they were confident the revenue generated by their networks was incremental to existing supplier funding. The same percentage said they were confident their network was competitive with peers, down 14 percentage points from a year earlier. Just 28% expressed confidence in their organization's ability to determine its total addressable market.
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