Kantar’s Retail Media Networks Study

Closing the trust gap between brands and retailers

This report is the only source that triangulates brand, retailer, and shopper data to reveal what it will take for RMNs to grow.

To unlock the full story behind RMN growth, trust gaps, and the shopper’s rising influence, and to access the proprietary data that leading brands and retailers are already using to shape their 2026 strategies, purchase the full study today. 

Download your complimentary executive summary.

Are brands investing in retail media networks with confidence—or out of obligation?

Kantar’s 2025 Retail Media Networks B2B Study reveals what truly drives RMN growth—and what’s holding it back.

With retail media ad spend projected to hit $159.85B by 2027, the stakes are high: brands and retailers must act now to secure future relevance.

Our research uncovers the trust gap at the heart of RMN investment. While 92% of brands see RMNs as core to their media strategy, 45% may pull back without proof of impact. Retailers that deliver omnichannel measurement and in-store results stand to win incremental spend and loyalty.

Shopper insights confirm RMNs fuel discovery and impulse purchases, making them critical for both conversion and brand equity. This report offers actionable strategies, a breakthrough cross-network measurement framework, and exclusive data from leading brands and retailers—tools to reset your RMN approach and accelerate growth.

Lead the next wave of retail media transformation. Purchase the full study today. For a copy of the full report, please contact: switchon@kantar.com


INSIGHTS
Unlocking new growth for brands and retailers

While some believe brands are shifting away, our research reveals substantial growth potential for both brands and retailers ready to seize the opportunity.


Stat_image

RETAIL MEDIA NETWORKS

The big hypothesis

Research intended to validate what’s myth vs. reality when it comes to retail media networks growth, and if the trust gap can be closed.


Picture1-Nov-11-2025-03-23-19-1611-PM

The trust gap limits growth

 

  • Are brands making strategic investments—or simply meeting expectations?
  • Do retailers understand what’s holding brands back?
  • Can trust be rebuilt before spend shifts elsewhere?
Picture2

Strategic paths diverge

  • Can anyone realistically compete with Amazon’s RMN?
  • Will omnichannel RMNs unlock new value—or stay niche?
  • Are retailers ready to invest at the scale required?
Picture3-1

Future bets begin now

  • Can anyone realistically compete with Amazon’s RMN?
  • Will omnichannel RMNs unlock new value—or stay niche?
  • Are retailers ready to invest at the scale required?



2-2


Retail media is at a turning point

Retailers want more spend and brands want more value. 
Both need RMN to work, but the model isn't delivering equally. And while Amazon leads, everyone else is still proving they deserve a seat at the table.

The trust gap is real, and it’s holding back growth.

 






Read our latest articles and reports, with expert perspectives, proprietary data, and thought-provoking insights. 
Click here to browse recent insights