As one of retail’s hottest trends in recent years, retail media is not slowing down. On the contrary—it is still in growth mode. As more retailers recognize the value of their first-party data for advertisers, they’re finding selling media to be a profitable revenue stream.
Last month, Publicis Groupe revealed its spin on CitrusAd, a self-serve media platform for retailers to use for advertisers, following its purchase of it last summer. The new entity, CitrusAd powered by Epsilon, expands media offerings beyond a retailer’s on-site channels. Last week, Kohl’s said it was expanding its media network capabilities by offering new advertising opportunities for brands.
In mid-July, Forrester released a new report on the state of retail media—the research firm expects the size of the market in the U.S. to double in the next four years to exceed $85 billion by 2026.
Related: What to know about retail media networks
Below, Ad Age profiles a dozen of the retail executives behind the growth.