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JANUARY 12, 2026 |
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As budgets consolidate and scrutiny intensifies, retail media networks are being asked to prove their value in the same way that the rest of digital media does. |
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That shift was on full display at CES, where platform updates from Albertsons, DoorDash, Instacart, and Walmart Connect signaled a deeper evolution underway. Rather than chasing more inventory or novel formats, retail media players are investing in the foundational capabilities that underpin long-term credibility: measurement, data access, and intelligence. |
“Today, we're seeing retailers being pushed to measure results more precisely,” said our analyst Sarah Marzano at EMARKETER’s virtual summit on commerce media. “Sustaining growth will require solving for a mounting set of challenges, especially around measurement, reporting and data technology. These are the enablers that will separate those who can scale profitably from those who are still trying to prove their value.” |
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Inching towards incrementality: Albertsons Media Collective’s new in-store incrementality measurement framework directly addresses one of retail media’s most persistent credibility gaps: Whether in-store media actually drives net-new sales or simply captures demand that already exists. |
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In-store retail media is emerging as a key focus for many retailers this year as they step up efforts to monetize store traffic and attract advertiser interest. |
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Kroger plans to bring digital screens to more stores in 2026 following a successful pilot with tech provider Barrows, demonstrating its commitment to in-store retail media, the company told Modern Retail. Those screens will be present in a “good portion” of locations nationwide.
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CVS Health aims to have roughly 11,000 digital screens in stores by year’s end and will add self- and managed-service buying options for its in-store audio network. That builds on investments the company made in 2025 to add nearly 500 front entrance screens and furnish roughly 2,000 stores with screens in pharmacy waiting areas.
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Ahold Delhaize officially rolled out Edge, its proprietary ad tech platform, which enables CPG advertisers to build, manage, and optimize campaigns across on-site display, sponsored search, and in-store digital screens. |
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