Retail media offers a powerful opportunity for emerging CPG brands to grow, but standing out in an increasingly crowded landscape requires more than just visibility. With countless retail media networks to choose from, challenger brands must make strategic decisions to ensure their investments deliver real results.

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With more media channels than ever, marketers face increasing pressure to tailor creative content to each platform, while still delivering cohesive, impactful campaigns. Artificial intelligence is now reshaping how content is developed, distributed, and measured, bringing creative and media closer together in ways that boost performance and improve brand outcomes.

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Social media used to dominate holiday ad budgets. Not this year. According to the 2025 Holiday Advertising Trends Report, social has dropped from the #1 spot to #7, while CTV has surged to become the #2 channel of choice for holiday campaigns. Marketers are shifting focus to what drives real results.

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In a marketing landscape shaped by economic pressure, evolving consumer behaviors, and tighter budgets, teams are being asked to deliver more, faster, with fewer resources. What sets successful marketing operations apart? It’s not just tools or talent. It’s alignment.

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YouTube’s evolution into the No. 1 streaming platform on TV screens in the U.S. and its growing dominance in short-form video via YouTube Shorts has unlocked massive opportunity for brands. But with more scale comes more complexity, especially when it comes to finding brand-safe, high-performing inventory.

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How do brands stay ahead of a constantly shifting consumer landscape? Economic upheaval, cultural divides, and political movements are reshaping how people interact online—and where those conversations happen. As digital behavior moves toward visual-first platforms like TikTok, Instagram, and YouTube, public perception is increasingly shaped by what people watch rather than what they read.

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Retail media is booming, but behind the growth lies a growing complexity that demands smarter, faster, and more efficient solutions. Agentic AI is the next-gen technology poised to reshape how ad sales teams operate.

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As sustainability takes center stage, brands are under pressure to communicate their efforts clearly and credibly. But how can they do so without falling into the trap of greenwashing—or losing audience trust?

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Today’s consumers are evolving faster than ever, and brands that fail to keep up risk falling behind. In an era defined by constant change, real-time, high-performance data is the key to staying connected with what your audiences want, need, and expect right now.

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Creative optimization is increasingly essential to campaign performance—but many advertisers are still using outdated tools and fragmented workflows. As customer journeys grow more complex, marketers need new strategies to scale production, test effectively, and manage creative from start to finish.

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Soccer’s momentum in the U.S. is accelerating—and for brand advertisers, the time to act is now. As participation and fandom continue to rise leading into 2026, brands that plan early and invest authentically will be best positioned to drive scalable, brand-safe growth.

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In the fast-paced world of e-commerce and retail, managing affiliate and influencer partnerships efficiently is key to scaling growth. But as programs expand, so do the challenges—think delayed payouts, manual processes, and poor visibility into performance.

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In today’s economy, consumers aren’t just browsing, they’re budgeting, balking, and brutally prioritizing. With inflation lingering, tariffs impacting supply chains, and wallets tightening, the path to purchase has become more selective.

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As economic pressures persist, shoppers are making more frequent, lower-cost trips—and prioritizing essential purchases that stretch their budgets further. For brands, the challenge is staying relevant and accessible to this value-conscious audience.

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Retail Media Networks (RMNs) are becoming a cornerstone of modern marketing strategies, with 41% of marketers globally planning to increase their investment in 2025, according to Kantar’s Media Reactions 2024. As the media landscape grows more competitive and fragmented, brands must harness RMNs effectively to drive meaningful impact and long-term growth.   

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