In Q3 of 2026, Retail Media Pioneers have surveyed 100 leading decision-makers in the industry to explore how retail media is evolving as organisations look to scale their capabilities, improve measurement and unlock greater value from first-party data.

The report will examine three core areas shaping the next phase of retail media: the transition towards integrated, full-funnel commerce media; the move beyond traditional ROAS towards unified and incremental measurement; and the growing opportunity to turn first-party data into a scalable commercial asset.

Together, the findings provide a snapshot of the priorities, challenges and opportunities influencing the retail media landscape today, while highlighting where industry leaders expect the greatest opportunities for growth to emerge.

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