Top Retail Media Stories From May 2026

CVS, Albertsons, Dollar General and others shared retail media-related advancements and news during the month.

6/2/2026

A number of retailers, brands and commerce marketing entities shared retail media-related advancements, research, collaborations and other news and perspectives in May. Some of P2PI’s notable headlines included:

Meet the 2026 Retail Media Award Winners: Learn about 30 marketers who are shaping the evolution of retail media and advancing connected commerce across the path to purchase.
CVS Media Exchange Leans Into AI to Accelerate Campaign Planning, Optimization: CMX is sharpening its AI strategy with a new platform designed to help advertisers make more informed decisions, with early tests pointing to measurable gains across the funnel.
Dollar General Links On-Site, Off-Site Retail Media With New Activation: Brands on the Dollar General Media Network will be able to plan, execute and measure full campaigns through a partnership with Kevel and The Trade Desk.
TV's Role in Commerce Marketing Is Changing: With the convergence of media, commerce and entertainment, TV is becoming an immersive storefront, a Circana study shows.

Member Exclusive: P2PI Releases 2026 Retail Media Benchmark Report: Download the full 46-page, member-exclusive proprietary research report to see how industry leaders are allocating budgets, keeping up with AI technologies and measuring success in retail media.

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Walmart Connect Breaks CTV Barriers: The retailer's connected TV solution rolls out a curated marketplace, expanded partnerships with tech companies.
How PepsiCo Used Walmart's Data to Rethink Launch Playbook: Executives from both companies detailed how the beverage giant worked with Walmart Connect to pivot from a digital "drop" to a national media strategy.
Albertsons Media Collective Launches Lifetime Value Framework: The new measurement tool analyzes 52 weeks of campaign-driven buyer behavior to quantify long-term impact, focusing on new, repeat, lapsed and loyal customers.
How Dollar General Charted Its Path in Data: The retailer's data science director lays out steps for retail media success at GroceryTech.
Giant Eagle Selects Digital Promotions Partner to Further Value Strategy: The retailer's CMO, a Retail Media Summit keynoter, explains why the collaboration will amplify shopper savings.