Paid advertising for retailers: Google Ads, Meta Ads, TikTok Ads, and retail media networks.
Google made local inventory ads the default for every Google Shopping campaign on August 31, 2026, ending the opt-in that let retailers keep online and in-store budgets apart. Campaigns with a local feed now serve both channels unless an inventory filter is applied per campaign.
Second-quarter results from three separate ad tech companies point the same way: the bundled managed-service layer of retail media likely keeps contracting through Q1 2027. Expect at least two more top-100 US or European retailers to disclose a move off managed service before the end of that quarter.
DoorDash’s new global ad platform, The Trade Desk poaching Uber’s ad chief, and a $4bn-plus run rate point one way: delivery apps are about to sell their order data into the open web. Expect offsite commerce media to surface as a named growth driver on Q3 2026 earnings calls, before year-end.
Three signals from the past month, an executive hire, a $1bn-plus acquisition and a new measurement standard, point to retail media and the independent DSP layer merging in H2 2026. Expect The Trade Desk to brand a commerce-media offering and at least one more retail media network to buy or bind a DSP before year-end.
The June 2026 rush into connected TV, led by Walmart’s Vibe.co deal and Amazon’s shoppable Samsung ads, points to a clear next step: a second major US retail media network is likely to announce a CTV consolidation move before year-end 2026.
Three signals from the last month point to in-store retail media measurement, not off-site, as the decisive battleground. Expect another top-tier US retailer to move before Q4 2026 earnings wrap.
Walmart, Target and Amazon each moved into shoppable connected TV at Cannes 2026. The signals point to another top-ten US retail media network following with a CTV buy or partnership before Q3 earnings season closes.
A cluster of June 2026 signals (a Roundel doubling mandate, Walmart’s Vibe.co deal, and DoorDash’s media rollup) points to the next retail media land grab moving off-site. Expect at least one more top-tier US network to announce a CTV, self-serve, or ad-tech move before the 2026 holiday peak.
Three signals from the last month point to retail media consolidation moving down the stack to its infrastructure layer. At least one more deal for an auction, clean-room, or measurement vendor is likely before Q3 2026 closes.
Signals point to in-store retail media crossing from pilot to scale in US grocery by holiday 2026. Three indicators from May and June 2026, plus what could still derail it.