It’s no secret that Amazon has dominated retail media for most of the past decade.

But there are several grocery and specialty retailer challengers outside of the e-commerce giant’s shadow powering growth and speculation into how this ad category will transform the marketing ecosystem.

Emarketer estimates global retail media ad spend will hit $54 billion this year, with some counting over 200 retail media networks.

To help simplify this burgeoning landscape, ADWEEK compiled a list (in alphabetical order) of the most important retail media networks for advertisers to know in 2024, based on conversations with experts, analysts and the retailers themselves.

For a deeper dive into specialty and category-specific networks, watch this space in the coming weeks.

“The most successful retail media networks [RMNs] today offer their advertisers a combination of scale, targeting capabilities, and ability to sufficiently measure and report on return on ad spend,” Sarah Marzano, principal analyst at Emarketer, told ADWEEK. To stand out, she continued, RMNs must continue to focus on improving those fundamentals while “developing and delivering on a differentiated value proposition.”

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