Retail Media Trends 2025: What Experts Say Brands Must Do Next

Retail Media Trends 2025

In RetailBiz’s expert roundup, Eagle Eye vice president for APAC, Jonathan Reeve, shares his perspective on where retail media is headed in 2025. As brands look to unlock new value from their first-party data and increase engagement through precision targeting, this year is expected to mark a turning point in how retail media networks are activated and monetized.

First-Party Data and Monetization

Reeve emphasizes that retailers must fully harness their owned data to build differentiated retail media propositions. The ability to offer measurable ROI and audience addressability will be crucial for attracting brand spend and driving incremental revenue.

AI-Powered Targeting and Personalization

As the article notes, AI will play a central role in enabling dynamic segmentation and real-time ad delivery. This will allow retailers to offer brands more personalized campaigns that resonate with individual shoppers.

Building Trust and Value

Reeve also cautions that for retail media to succeed long-term, it must enhance—rather than interrupt—the customer journey. The goal is to serve value-adding messages that feel relevant and seamless within the shopping experience.