Retail media has become one of the fastest-growing segments of digital advertising. According to eMarketer, the market has already reached $59 billion in the US and will account for about 20% of all digital ad spend by 2029, but brands are tired of fragmented RMNs.
But as more retailers and technology providers enter the space, understanding the unique strengths and limitations of each retail media platform becomes crucial.
As we move further into a data-driven, AI-infused era, retail media platforms are evolving rapidly, transitioning from simple sponsored listings to full-funnel, omnichannel media ecosystems. Below is an overview of five leading retail media solutions shaping the market from global giants to new independent players.
Table of Contents
Best Retail Media Platforms
1. Adtelligent Retail Media Platform
Adtelligent offers a white-label, full-stack retail media platform designed for retailers that want to create and manage their own ad networks. It unifies on-site, off-site, and in-store inventory under one interface, enabling retailers to run campaigns across all surfaces using their first-party data.
Pros:
- Combines SSP, DSP, and ad server capabilities in one platform.
- Enables full ownership of data, audiences, and monetization.
- Transparent reporting and omnichannel attribution tools.
- Flexible for mid-sized and enterprise retailers seeking independence from walled gardens.
Challenges:
- Requires retailer-side setup and integration with existing data systems.
- Competes against global players with larger ecosystems.
- Needs broader market adoption to gain scale and recognition.
2. Amazon DSP
The Amazon Demand-Side Platform extends Amazon’s powerful shopper data beyond its marketplace. Advertisers can reach Amazon audiences across the open web, mobile apps, and connected TV — blending commerce data with programmatic precision.
Pros:
- Deep first-party audience insights from billions of shopping interactions.
- Enables off-site and CTV targeting tied to retail outcomes.
- Seamless integration with Amazon Ads for campaign optimization.
Challenges:
- Operates as part of a closed ecosystem with limited data portability.
- Higher entry cost and learning curve for smaller advertisers.
- Limited transparency and creative flexibility compared to open DSPs.
3. Amazon Retail Media
Amazon’s on-site advertising platform remains the most dominant retail media network globally. It offers sponsored products, brands, and display placements across Amazon’s marketplace — backed by unmatched purchase data and closed-loop attribution.
Pros:
- Unrivaled scale and data accuracy in linking ad exposure to sales.
- Diverse ad formats that serve across the full shopping journey.
- Powerful automation and measurement tools for performance marketers.
Challenges:
- Walled-garden limitations restrict cross-platform visibility.
- Competition and CPC inflation can increase costs for brands.
- Minimal interoperability with external measurement systems.
4. Criteo Retail Media
Criteo has transformed from a retargeting company into a commerce media platform that powers both retailer ad networks and brand activations. Its Commerce Max DSP connects on-site, off-site, and marketplace inventory through a unified interface.
Pros:
- Open ecosystem supports multiple retailers and ad partners.
- Strong analytics, attribution, and cross-retailer campaign management.
- Offers both self-serve and managed service options.
Challenges:
- Still building brand-level and upper-funnel capabilities.
- Limited in-store and connected TV integrations compared to Amazon.
- Requires more retailer partnerships to sustain scale in diverse markets.
5. PubMatic Retail Media Platform
PubMatic leverages its programmatic expertise to help retailers monetize data and inventory across the open internet. Its retail media platform focuses on transparency, efficiency, and AI-powered optimization.
Pros:
- Open-internet approach fosters flexibility and interoperability.
- Real-time optimization and anomaly detection with AI.
- Deep SSP experience ensures efficient yield management.
Challenges:
- Dependent on external retailer data partnerships for full measurement.
- Competes against vertically integrated retail ecosystems.
- Must continue evolving its attribution and reporting layers to match closed networks.
Key Takeaways for 2026
The retail media landscape is entering a stage of accelerated sophistication, driven by the convergence of data, AI, and omnichannel consumer behavior. As retailers transform their digital properties into revenue-generating ecosystems, the strategic and technological requirements for success are rapidly evolving.
AI and automation are no longer optional add-ons, they’re becoming the backbone of modern retail media operations. From dynamic bidding and creative optimization to predictive audience segmentation and automated reporting, artificial intelligence is redefining how campaigns are managed and scaled. Retailers and brands that adopt AI-driven systems early will be able to react to performance shifts in real time, increase operational efficiency, and improve the precision of their audience targeting.
Omnichannel retail media is emerging as the industry’s gold standard. The future of shopper engagement lies in unifying every customer touchpoint — from e-commerce sites and mobile apps to physical stores, connected TV, and digital out-of-home displays. Retailers that can connect these experiences under a single data and measurement framework will gain a decisive competitive advantage by offering advertisers consistent, high-fidelity audience reach across channels.
Transparency and interoperability are becoming critical differentiators. As the number of retail media networks grows, advertisers increasingly expect unified metrics, standardized attribution, and the ability to compare performance across platforms. Those providers who can offer open APIs, standardized reporting, and compliance with evolving privacy frameworks will earn greater trust from both brands and agencies.
Finally, independent and open-internet platforms such as Adtelligent and PubMatic are gaining traction as retailers seek alternatives to the closed, vertically integrated ecosystems of tech giants. Their value lies in flexibility, data ownership, and the ability to build tailored solutions rather than conform to pre-defined marketplace rules. In a landscape dominated by walled gardens, this openness may become one of the strongest competitive advantages in 2025 and beyond.
*The list of top solutions is presented in alphabetical order.