Advertising is everywhere—on our phones, televisions, and highways. But a powerful and rapidly growing advertising ecosystem is emerging right where we shop: the retail media network (RMN).

An RMN is an advertising platform owned by a retailer, which allows brands to advertise to shoppers across the retailer's digital and physical channels. This includes websites, mobile apps, and in-store displays.

It's a booming business. According to eMarketer, RMN ad spending is projected to surpass $50 billion this year, with in-store retail media alone expected to exceed $500 million by 2025.

At Lone Star Market, we are building our own RMN as we expand our footprint in Houston. Our network will include video displays at the pump and inside our stores, as well as a loyalty app to generate awareness for our brand partners. The goal is to create as many touchpoints as possible for our gas station, convenience store, and restaurant concept. Imagine static and video signage at the pump, point-of-sale displays outside, audio messages, and special offers delivered through our app and website. The opportunities for both retailers and advertisers are immense.

The Core Components of a Retail Media Network

So, what makes an RMN tick? Let's break it down:

• Retailer-Owned Platforms: RMNs are built and operated by retailers, leveraging their own first-party data and assets.

• Multi-Channel Approach: These networks go beyond online ads, incorporating in-store advertising through digital signage, point-of-sale displays, and other physical touchpoints.

• Data-Driven Targeting: RMNs use the retailer's first-party customer data to target specific demographics, shopping behaviors, and purchase patterns, giving brands a direct line to their most relevant audiences.

For retailers, RMNs create a significant new revenue stream by monetizing digital and physical assets. They also have the potential to enhance the shopping experience and increase customer loyalty.

For brands, RMNs offer the ability to reach specific customer segments with precision. By targeting customers at the point of purchase, brands can significantly increase the likelihood of conversion.

How Are In-Store Retail Media Networks Measured?

Measuring the impact of in-store advertising has always been a challenge. However, thanks to first-party shopper data and AI-driven measurement tools, that's changing. Marketers can now pinpoint how shoppers engage with in-store campaigns and tie those interactions directly to sales.

The key advantage of RMNs is access to high-quality, first-party data. In-store campaigns can leverage loyalty program data, real-time shelf activity, and location signals to deliver relevant messages—sometimes down to the specific store zone or time of day.

"The definition of retail media 3.0 is about how you can measure [in-store activity] in a digital way," says Jonathan Fasano, Business Development Director at Walmart Connect Mexico and Central America. "We are developing that with tons of investments to use computer vision sensors... to track shopper activity, to know how much time and engagement shoppers have with endcaps or screens, and to connect that media information with the sell-out."

Because of their proximity to the point of sale, RMNs can directly link ad impressions to purchases—both online and in-store—with a higher degree of accuracy than traditional advertising channels. This provides brands with the insights needed to optimize campaigns and justify ad spend.

A Look at a Leader: Walmart's Approach

So, how do the major players do it? Take Walmart, for example. In April, the retail giant opened a redesigned Supercenter in Cypress, Texas. The store features QR codes that customers can scan to access digital tools and an extended online product selection. Shoppers can also use the Walmart app to manage services like TV mounting or tire installation right from the store.

This strategy reflects a shift in shopper behavior. According to SPAR Group, 28% of US adults now use their phones to research products while in a physical store.

By building out these full-funnel capabilities, Walmart helps advertisers reach consumers earlier in their journey, unify physical and digital campaigns, and better measure in-store results. This approach delivers consistent messaging across the entire customer experience—an advantage cited by 61% of marketers in Skai’s 2025 State of Retail Media Report.

As brand marketers develop strategies with their retail partners, a strong in-store retail media plan will be essential to influencing customer behavior and driving sales.