Top Retail Media Headlines From October 2025
Kroger, Costco, Lidl, Target and others shared retail media-related advancements and news during the month.
The Path to Purchase Institute and a number of retailers, brands and other commerce marketing entities shared retail media-related advancements, collaborations, news and research in October. Some of the notable headlines included:
- Costco Signals New Era of Personalization, Retail Media: Personalized content, stronger omnichannel tools and targeted ad campaigns point to new supplier opportunities.
- Why Kroger Precision Marketing Wanted a Full-Funnel Reset: The shift has let KPM work more holistically with its merchandising partners in brand conversations.
- CMX at 5: Inside Its Mission to Make Every Ad Dollar 'Work Harder': P2PI chats with Parbinder Dhariwal, CMX's VP, general manager, on the RMN’s last five years, the in-store retail media opportunity, and winning in a fragmented and highly competitive space.
- Why Ahold Delhaize USA Is Going In-House for Its Retail Media Edge: In the evergreen build vs. buy technology challenge, Ahold Delhaize is putting more chips down on build.
- Data Language Gap Undermining Retail Media Progress and Potential: Organizations persistently grapple with the gap between the data they collect and the value they can extract from it, and nowhere is this challenge more keenly felt than in retail media.
- Why Lidl Keeps Its Distance From Retail Media, AI Pricing as Others Double Down: While some (many) retailers are heading full speed into retail media, Lidl US isn't one of them. In fact, if you ask CEO Joel Rampoldt, it will never be one of them.
- Love's Travel Stops Debuts Retailer Media Network: A former Lowe's Media Network and Roundel director is leading the venture.
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- Albertsons' Roche: In-Store Unlocks New Opportunities to Rethink Retail Media Measurement: As in-store retail media surges with opportunities, Albertsons Media Collective's Liz Roche sees the retailer's stores as underleveraged canvases for inspiration and experimentation that extend beyond digital screens.
- Loblaw, Stratacache to Expand In-Store Digital Screen Network: The Canadian retailer and the software development company are adding hundreds of screens to stores this fall and in 2026.
- How AI Powers Target's Next Chapter: Behind the scenes, AI quietly powers everything from inventory planning to digital discovery, fueling what Target calls a "multiplier for growth and creativity."
- E.l.f. Pilots Shoppable In-Stream Ads on Twitch: Expanding retail media into interactive streaming environments, the beauty brand is the first to use a native live-shopping feature powered by Amazon Ads on Twitch.
- Members Exclusive Report: 2025 Retail Media SMB Spend: BirdDog and Keen Decision Systems identify how mid-market companies are allocating budgets, adopting tactics and seeing the strongest returns.
