Retail media is at a turning point. As brands invest more in retail media networks (RMNs), the demand for measureable business impact is rising. In its latest article, “Secrets to Scaling: 4 Must-Know RMN Hot Takes for 2025,” independent media and measurement firm Ovative Group shares hard-hitting predictions on what's next-and how brands and retailers can keep up.
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Retail media's rapid growth continues, but 2025 will determine which networks thrive. Ovative's experts highlight four major shifts:
— Trust is the new currency.Advertisers demand proof that RMN investments drive incremental revenue-or budgets will be cut.
— The era of easyRMN growth is over.Winning networks are expanding through offsite media and smart partnerships, not just onsite ad sales.
— Collaboration is key.Retail media and merchandising teams must align incentives to unlock new revenue opportunities.
— Fragmentation is costly.With 58% of suppliers citing lack of standardization as a barrier to investment, AI and automation will be critical for scaling efficiently.
“RMNs can't just be a high-margin revenue stream for retailers anymore,” said Steve Baxter, EVP of Strategic Initiatives at Ovative Group. “Advertisers expect transparency, accountability, and measurable business outcomes. Networks that can't prove incremental enterprise impact will get left behind.”
As retail media scrutiny increases, Ovative is leading the charge with its Enterprise Marketing Return (EMR) framework-a proprietary approach that measures the total business impact of media investments. Powered by EMR, Ovative's award-winning EMRge™ platform transforms how brands plan, buy, and measure media across channels.
“Advertisers want transparency. Retailers want growth. The only way forward is proving incremental value, not just delivering impressions and superficial ROAS numbers,” said Derek Nelson, Sr. Director of Retail Media at Ovative Group.
Read the full article here: https://ovative.com/impact/expert-insights/2025-retail-media-hot-takes/.
ABOUT OVATIVE GROUP
Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging our deep industry expertise, we help brands like Best Buy, Domino's, American Eagle, The Home Depot, Post, Disney, Tumi, Michael Kors, Boost Mobile, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself.
At Ovative, we don't just track data, we redefine success. How do we do it? Our proprietary MarTech platform, EMRge helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge is the first MarTech platform to measure businesses holistically. We're all about raising the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land.For more information about Ovative, visit our websiteor follow Ovative on Facebook, Instagram, LinkedIn,and Twitter. For media inquiries, please contact marketing@ovative.com.
Media Contact:Jasmin StevensVice President, MarketingOvative Groupjasmin.stevens@ovative.com973.207.5948
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SOURCE Ovative Group
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