MolocoAI, personalization, self-service: 6 predictions for retail media in 2025 and beyond
The article outlines six predictions for retail media networks (RMNs) in 2025. First, personalization is paramount: 59% of shoppers see repeated ads, and AI-powered commerce media can boost discoverability 10-15x. Second, onsite RMN advertising sees a renaissance, with mid-funnel formats like sponsored brand and video gaining traction.
Third, outcome-based buying models (CPO, tROAS) will determine winners, requiring sophisticated ML-powered optimization akin to Meta Advantage+ and Google Performance Max. Fourth, regional priorities vary: US in-store spend to reach $1B by 2028, Europe scales onsite, and APAC matures. Fifth, RMN leaders invest in sales and go-to-market functions, treating media as a core business (Amazon earns >2/3 operating income from ads).
Sixth, self-serve platforms democratize access, enabling long-tail advertisers. Key data points: RMNs account for 1/5 of digital ad spend; personalized ads boost discoverability 10-15x; in-store spend to hit $1B by 2028. Actionable takeaways: Ad ops should adopt AI-driven personalization, shift to onsite mid-funnel formats, implement performance-based pricing, leverage regional insights, build dedicated RMN teams, and embrace self-serve tech to scale.
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Retailers building retail media networks (RMNs) can learn from Google, Meta, and Amazon by leveraging first-party data, machine learning, self-service automation, and outcomes-based performance. Key insights include using purchase intent signals and loyalty data for personalization, investing in AI for targeting and optimization, automating campaign management to scale advertiser participation, and moving to outcome-based pricing like closed-loop attribution. These strategies transform RMNs into high-margin ad platforms that deliver value for brands and shoppers.
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MolocoSelling Certainty in Uncertain Times: Why Retail Media Networks Should Lean into Outcomes Now
Retail media networks (RMNs) offer outcome-based advertising (e.g., 400% ROAS) using first-party data and ML, crucial amid tariff-driven economic uncertainty. Global ad spend growth slows to 5.8% in 2025, but digital and retail media thrive (18% YoY growth) due to transactional proximity and closed-loop attribution. Moloco's ML enables real-time optimization at campaign/SKU level, delivering 3x higher ROAS than legacy models. Advertisers demand certainty; RMNs that pivot from impression/CPC to outcome-based models will capture shifting budgets.
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MolocoAdvanced Audience Targeting for Commerce Media Performance
Moloco's Audience Targeting Suite enhances retail media by blending purchase and intent data for precise targeting. Key features include Smart Targeting with AI/ML for automated optimization, Custom Audience Targeting via event/item/time rules, and Predefined Targeting for first-party data activation. Audience Administration tools control access to premium segments. Retailers benefit from increased ROAS, data governance, and revenue from CDP investments. Advertisers gain flexible, high-performing campaigns with closed-loop attribution.
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