If we’ve learned anything in 2024, it’s that more retailers are using — and want to use — retail media networks. But although many want to use them, there are a limited number of retailers with retail media networks.

And it’s mostly the biggest players in the retail arena. In Amazon’s most recent fiscal quarter, which ended Sept. 30, the top online retailer in North America generated $14.3 billion in revenue from its advertising business. That’s 18.8% year-over-year revenue growth for sponsorship opportunities including Prime Video advertising.

In Walmart’s most recent fiscal quarter, which ended Oct. 21, it increased its global advertising business revenue 28% year over year. Its chief financial officer said that Walmart Connect’s ongoing tests show customer receptivity to ads that help them discover relevant items or compare choices.

Combined, Amazon and Walmart — the perennial No. 1 and No. 2 retailers in the Top 1000 Database — reach hundreds of millions of consumers worldwide, making their retail media network data impactful for sponsors. Although not all retailers can afford to build out retail media networks with their first-party data, some of the biggest ones are launching or expanding their own.

For example, in Target’s most recent fiscal quarter, its retail media network, Roundel, experienced double-digit growth year over year. And for Costco, which ended its fiscal Q1 2025 with more than 77 million paid household members, there is no shortage of customer data to work with. Costco completed its first targeted retail media network campaign in the quarter. It said it achieved two to three times the return on ad spend (ROAS) that Costco would typically expect.

Below, we recap some of Digital Commerce 360’s coverage from 2024 about retailers with retail media networks. Parentheses denote a retailer’s current ranking in the Top 1000 Database, if applicable.

Updates from the largest retailers with retail media networks

Best Buy (No. 8)

Best Buy Canada opens up its retail media advertising to third-party brands

Through a partnership with the vendor Rokt, products that aren’t sold at Best Buy Canada will gain access to its retail media network and shoppers. 

David’s Bridal (No. 467)

David’s Bridal acquires Love Stories TV, launches retail media network

Love Stories will power David’s Bridal’s new Pearl retail media network.

Home Depot (No. 4)

The Home Depot’s Orange Apron retail media network adds new self-service platform

Orange Apron’s new platform, Orange Access, enables new controls and campaign analytics visibility for The Home Depot’s advertisers.

Home Depot rebrands its retail media network to Orange Apron Media

The Home Depot’s vice president of Orange Apron Media and monetization sits down with Digital Commerce 360 to explain why on-site ads are a good investment for suppliers in specialty categories and are easier to attribute to sales.

Kroger (No. 6)

Kroger gives Yahoo access to its retail media network audience

Advertisers using both Kroger and Yahoo will get insights about sale attributions at Kroger stores. 

Lowe’s (No. 11)

Lowe’s retail media network adds new technology partner

The new retail media network technology focuses on in-store ads. It’ll allow Lowe’s to use audio ads in all its owned and operated store locations.

Lowe’s names new chief marketing officer who will lead retail media efforts

Jennifer Wilson has stepped into the chief marketing officer role at Lowe’s, extending a career that first brought her there in 2006. 

Google announces retail media solution, working with Lowe’s as a beta partner

Maria Renz, global head of commerce at Google, described what Google will be doing on-stage at Shoptalk. 

Macy’s (No. 17)

Macy’s Media Network adds expanded AI capabilities through Rokt technology

The Rokt and Macy’s Media Network partnership seeks to support Macy’s initiatives for its credit card enrollment and loyalty program. 

Saks (which falls under Hudson’s Bay Co., No. 27)

Saks launches retail media network

The retailer said Rag & Bone, David Yurman, Chanel Beauty and other brands are already using its retail media network.

Walmart (No. 2)

Walmart plans more advertising capabilities for Walmart Connect

The retailer’s media network, Walmart Connect, generated $3 billion in sales in 2023, and Walmart marketplace sellers are the fastest-growing segment. 

United Natural Foods Inc.

United Natural Foods launches retail media network for grocery retailers

The UNFI Media Network launched in May 2024, extending digital marketing capabilities to more than 30,000 retail customer locations and about 11,000 brand partners. 

What does retail media advertising look like? United Natural Foods shares its approach

Wholesale distributor United Natural Foods, Inc., and technology company Swiftly show examples of retail media advertising, including how it can look on desktop and via mobile app. 

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