CMO Strategies: Retail media continues to mature, as RMNs from the likes of Ulta and Gopuff build on their strengths

This is the first installment in Digiday+ Research’s 2025 CMO Strategies series that analyzes key marketer strategies and challenges across leading marketing channels, including ad-supported streaming, retail media, display advertising and social media. In this edition we take a look at retail media.

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Introduction

Retail media advertising has been the subject of a fair amount of industry buzz, but there are signs that the marketing channel could be heading toward maturation. For instance, 27% of marketers said retail media is one of two marketing channels that took the highest portion of their company’s budget as of first-quarter 2025, down 4 percentage points from first-quarter 2024. This is according to Digiday+ Research surveys conducted annually among brands, retailers and agencies.

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Future of TV Briefing: The outlook for outcome-based measurement — and outcome-based buying

This week’s Future of TV Briefing looks at how TV network and streaming service owners like AMC Networks are placing bigger bets on outcome-based measurement heading into this year’s upfront and the potential for outcome-based buying.

  • The outlook for outcomes
  • Nielsen updates The Gauge’s streaming rankings (again)
  • Creators vs. deepfakes, MLB’s and F1’s rights talks and more

The outlook for outcomes

Outcome-based measurement is becoming more commonplace in the TV and streaming ad market. So how long until business outcomes – which range from search and sales lifts to online and in-store visits – become the currency on which TV and streaming ads are bought and sold?

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