Top Retail Media Stories From May 2025

The Path to Purchase Institute and a number of retailers, brands and other commerce marketing entities shared retail media-related advancements, collaborations and other news and research in May. Some of P2PI’s notable headlines included:

• Meet the 2025 Retail Media Award Winners: Read about the 25 marketers who are forging the evolution of retail media and advancing connected commerce across the path to purchase.
• Retail Media in a Tariff-Impacted Economy: How to Perform, Prove and Partner: Here are some key strategies CPGs and retail media networks can implement in tough times, writes Jeffrey Bustos of Merkle.
• Walgreens Shifts In-Store Media Strategy: Vestcom expands its role with Walgreens as the drug chain evolves its at-shelf retail media approach.
• Why Retail Media Hits Different at Dick’s Sporting Goods: Dick’s is redefining retail media by focusing on emotionally resonant, in-store experiences that build lasting shopper loyalty.
• Ulta Beauty Sees Growth in UB Media Brand Partners, Pilots CTV, Audio & Luxury Private Marketplace: P2PI chats with Ulta Beauty’s Erin Houg on areas of opportunity and future aspirations for UB Media, the RMN’s approach to measurement, and much more.
• Ahold Delhaize USA's Retail Media Arm Teams With Chicory to Grow Off-Site Ads: Partnership designed to drive CPG growth through contextual commerce.
• Dollar General Joins Retail Media In-Housing Trend: As more retailers take ad tech under their own roof, DG seeks to scale and customize its media offerings with Kevel's API infrastructure.
• Instacart Acquires Wynshop to Expand Retail Tech Stack: The deal brings new e-commerce tools and omnichannel capabilities to Instacart’s suite of retailer-focused solutions.
• Circana Names Cara Pratt President of Global Retail and Media: Pratt joins the market research firm after nearly eight years at Kroger’s data science and media subsidiary 84.51°.
• Dollar General Adds Rewards-Driven Advertising to Retail Media Offerings: New partnership enables DGMN advertisers to reach shoppers with incentivized offers.
• Report Finds Strong Appetite for DSP Buying in Retail Media: Most advertisers would increase retail media spend if DSP access were enabled, according to a new report from Koddi.
• Dunnhumby, Bridg Partner to Expand Retail Media Access: The new alliance addresses the disproportionate allocation of advertising investment.