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Retail media networks continue to grow: 2025 predictions

Martech

Growing in-store networks While retail media networks have gained some attention [in 2024], I believe their full potential remains largely untapped, said Melanie Babcock, Vice President, Orange Apron Media and monetization at The Home Depot. By definition, it focuses on lower-funnel purchases that result from the campaign.

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Experian rolls out retail media network solution

Martech

This week, Experian announced a solution for retail media networks (RMNs) to improve the ability to identify customers within its network, help advertisers reach these customers and measure a campaign’s impact. Additionally, it is designed to find patterns in audience behavior to improve campaign performance. Why we care.

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Google Ads bug mislabels Demand Gen campaigns as Display Network

Search Engine Land

A reporting glitch in Google Ads is causing confusion among advertisers, with Demand Gen campaigns incorrectly showing as Display Network placements. This misrepresentation could lead to inaccurate performance analysis and campaign management decisions for affected advertisers. Why we care. The latest. Between the lines.

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Google Ads unveils advanced performance planner for YouTube campaigns

Martech

Google Ads launched advanced “Performance Planner” plans, now including tailored strategies for YouTube campaigns, focusing on demand gen for both Action and Awareness goals. Dig deeper: Playable ads and longer campaigns gain traction in mobile gaming Key features: Action Plans. Why we care. Awareness Plans. First seen. First seen.

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IAB finalizes retail media networks standards for in-store

Martech

IAB, in collaboration with IAB Europe and leading retail media networks (RMNs), released finalized definitions and standards for proving the impact of RMN campaigns. It’s about understanding the true impact of campaigns and driving better outcomes for brands and retailers.” In-store retail media. Why we care. Processing.

Retail 101
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How autonomous AI pipelines will transform marketing campaigns

Martech

One day, I imagine I’ll feel the same amazement watching a fully autonomous marketing campaign unfold — from inception to optimization — without human intervention. How AI augments a traditional marketing campaign workflow. Or consider a campaign that uses machine learning to self-optimize, improving over time.

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Google Ads rolls out new promotions feature for App campaigns

Search Engine Land

Google Ads is quietly testing a new “Promotions” feature within App Campaigns, offering advertisers a fresh way to drive engagement during key events. Why we care: This new tool allows advertisers to create app-specific promotions, similar to those available in web campaigns, but tailored for mobile users. First seen.

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