![AI Overviews: We Reverse-Engineered Them So You Don’t Have To [+ What You Need To Do Next]](https://www.searchenginejournal.com/wp-content/uploads/2025/04/featured-438.png)
![How to Find Low-Competition Keywords with Semrush [Super Easy]](https://static.semrush.com/blog/uploads/media/73/62/7362f16fb9e460b6d58ccc09b4a048b6/how-to-find-low-competition-keywords-sm.png)
![How Marketers Are Using AI for Writing [Survey]](https://www.growandconvert.com/wp-content/uploads/2025/03/ai-for-writing-1024x682.jpg)
![The Future Consumer: State of Consumer Trends in 2025 [Data from 700+ Consumers]](https://www.hubspot.com/hubfs/consumer%20trends%202023-1.png)
CMO Strategies: Retail media continues to mature, as RMNs from the likes of Ulta and Gopuff build on their strengths
The first installment of Digiday+ Research's 2025 CMO Strategies series looks at how multi-category RMNs like Amazon and Walmart compare to category-specific RMNs like Gopuff and Ulta, as well as how brands are investing in retail media marketing.
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.
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.
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.
