Retail Media Summit 2026: What Comes Next for Retail Media
The explosive growth and excitement that defined retail media's early years remain important, but the conversations at P2PI's 2026 Retail Media Summit made clear that the industry's priorities are changing. Brands, retailers and technology partners are facing increasing pressure to prove business impact, simplify complexity and deliver
measurable outcomes.
That shift was evident across every discussion, from AI-enabled shopping and off-site media to measurement and organizational design. Speakers emphasized that shoppers do not think in channels, organizational silos or marketing budgets. They move fluidly between discovery, consideration and purchase, often across multiple platforms and touchpoints.
As a result, retail media is evolving beyond a collection of tactics into a broader commerce ecosystem that connects media, merchandising, loyalty, data and the store itself.
Seven themes capture the most important ideas, challenges and opportunities thatemerged from those conversations. Attached, find a comprehensive report detailing these themes, sponsored by Blue Chip.
Additionally in the report, Erich Parker, SVP, Integrated Media, at Blue Chip, writes that “as investment in retail media continues to climb, the conversation is shifting from expansion to accountability. The question is not whether brands should invest in retail media. It's whether they can confidently prove the value they're getting in return.”
Download the report now!
