Retailers with retail media networks made upgrades and major changes in 2025. The decisions they made spotlight where these advertising operations fall into larger strategic and business plans.

Priorities can vary across large retailers, as companies try to find the right mix for boosting sales of products they carry and — in many cases — bringing in third-party advertisers that sell through other ecommerce sites.

In the meantime, technology and tools received updates. Artificial intelligence (AI) played a significant role, especially when it came to new campaign optimization options. As grocers, such as Albertsons and Kroger, and mass merchants, including Costco and Sam’s Club, updated their offerings, all were focused on improving ad relevance across a variety of display contexts.

All the while, new partnerships were reshaping agreements behind the scenes. Even though they do not appear in this recap, Amazon’s Netflix deal to bring the streamer’s ad inventory to Amazon Ads customers and Google’s deal to access Criteo’s retail media inventory made waves as well.

Below are some of Digital Commerce 360’s biggest retail media stories from 2025 about retailers with retail media networks. Parentheses denote a retailer’s current ranking in the Top 2000 Database. The database is Digital Commerce 360’s ranking of the largest online retailers in North America by their annual ecommerce sales.

Updates from the largest retailers with retail media networks

Ace Hardware (No. 627)

Ace Hardware debuts its retail media network

In hardware and home improvement, Ace Hardware launches its RedVest Media network, competing against others in the space, such as Home Depot’s Orange Apron Media and Lowe’s Media Network.

Albertsons (No. 18)

Albertsons puts Brian Monahan in charge of retail media

In July, Albertsons announced that Brian Monahan, who had served in roles at Dentsu, Pinterest and Walmart, would take over as the new senior vice president of the Albertsons Media Collective.

Monahan’s arrival followed the launch of Albertsons’ shoppable video ads, which the grocer worked with Criteo to create. In addition, Albertsons Media Collective debuted new API access and a TransUnion partnership earlier in the year.

Best Buy (No. 8)

Best Buy Ads benefits from online marketplace launch

When Best Buy shared its fiscal Q3 earnings results in November, CEO Corie Barrie said the consumer electronics retailer’s retail media business was “already highly profitable” — news that followed her earlier assertion that Best Buy’s new online marketplace would bolster Best Buy Ads.

Chewy (No. 9)

Chewy hits refresh on its Chewy Ads approach

In 2025, Chewy announced a refresh of its retail media network to bring what it called a “newly optimized” approach to Chewy Ads, where it shared that one in three ad clicks resulted in a purchase.

Costco (No. 7)

Higher Costco site traffic boosts retail media results

Costco ecommerce sales benefited from a 27% rise in site traffic — but Gary Millerchip, the chief financial officer at Costco, shared that marketing campaigns for Kimberly-Clark received boosts as well, with a 14:1 return on ad spend and 45% increase in digital sales for promoted items.

In addition, Costco began using GrowthLoop for its retail media network in 2025 to optimize messaging and relevance in ad content.

Kroger (No. 6)

Kroger centralizes retail media and more under Precision Marketing division

In 2025, Kroger reorganized operations to bring its retail media team at 84.51° together under one umbrella with the grocer’s insights and loyalty marketing services.

Petco (No. 79)

Petco opens up its retail media network advertising to outside brands

The pet supplies retailer Petco, which works with Rokt on its retail media network, began making Petco’s retail media advertising available to clients in Rokt’s network, even if their products are not carried by the chain.

Sam’s Club (part of Walmart, No. 2)

Omni‑Impact tool launches for Sam’s Club MAP advertisers

Sam’s Club’s Member Access Platform (MAP) announced new ad formats in April 2025, followed by the launch of its Omni-Impact tool for managing campaigns across the various contexts where MAP advertisers appear.

Target (No. 5)

Ad sales grow for Target’s Roundel retail media network

Target’s earnings results for its fiscal Q3 included news from James Lee, chief financial officer at Target, that ad sales through its retail media network, Roundel, were growing by a double-digit percentage year over year, somewhere in the mid-teens.

In addition, Target added AI features for Roundel advertisers with its Precision Plus tool for campaign optimization.

Walgreens Boots Alliance (No. 14)

Walgreens adopts Rokt technology as it expands its retail media network

Just five months after completing a process for Walgreens to go private, the retail pharmacy chain unveiled a partnership with Rokt for Walgreens’ retail media network, leveraging Rokt’s AI and machine learning for personalization.

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