Top Retail Media Stories From September 2025

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 September. Some of the notable headlines included:

• P2PI Launches Canada Omnichannel Landscape: The interactive Landscape highlights the diverse retailer media networks and related partners in Canada, while allowing P2PI member companies to showcase their offerings.
   
• Albertsons Runs Retail Media BOGO Deal: Albertsons Media Collective's Brian Monahan walks P2PI through the promotion, which matches CPG retail media investment with enterprise media dollars, and explains why recent changes in leadership have made it possible.
   
• Kroger Expands Off-Site Retail Media Capabilities: New managed-service solutions allow brands to reach streaming audiences and optimize creative based on context and audience segments.
   
• Oreo Turns Crosswalks Into Shoppable Experiences: A creative OOH campaign at select Kroger stores merges awareness and conversion outside the aisle.
   
• BP Joins Axonet as C-Store Retail Media Activity Accelerates: Recent moves from Circle K, Shell and others underscore growing momentum — and experimentation — in the channel.
   
• Grocery Retail Media Networks: A Journey ‘From Side Hustles to Strategic Engines’: Leaders from top companies weigh in on retail media’s evolution, ongoing priorities for both retailers and CPG brands, and what’s holding the industry back.
   
• Loblaw Advance Debuts Linear Multi-Touch Attribution Solution: Jamie Armstrong walked P2PI through the RMN's MTA model, which is designed to give advertisers the ability to measure across media types and platforms.