RetailX：2025年零售媒体年鉴：八大核心趋势解析（英文版）（23页）.pdf

1、1|RetailX|December 2025RXMRM25RP 2025 2|RetailX|December 2025RXMRM25RP 2025 UPCOMING EVENTS3|RetailX|December 2025RXMRM25RP 2025 Subscribe to Retail Media at -https:/ now claims to“do”retail media.Retailers are launching and scaling their RMNs,brands are increasing retail media budgets,agencies are

2、delivering retail media propositions,and technology vendors are promising to solve it all with new platforms!In the middle of this,practical questions remain:what actually works,what should we measure,and where does this all go next?This Retail Media Almanac is our attempt to answer those questions

3、by collecting the most useful thinking we published in 2025.Rather than a loose bundle of articles,it is organised around the significant forces reshaping the space.You will find a clear-eyed view of agentic commerce and AI shopping agents,a guide to incrementality that cuts through confusion,and an

4、 examination of quick commerce and the rise of super apps.There are pieces on in-store media as a brand channel,the limits of ROI as a metric,and what it takes to build a career in this industry.The result is this Retail Media Almanac,bringing together eight of the most important pieces of thinking

5、from 2025.Welcome to the Retail Media Almanac 2025ContentsThe Impact of Agentic Commerce on Retail Media 04Incrementality:The Most Misunderstood Concept in Retail Media 08Q-Commerce:The Rise of the SuperApp 10Developing the Right Mindset for a Retail Media Career 13The Problem with ROI as Measure in

6、 Retail Media 15Research Show the Power of Instore Media for Brand Growth 17Guest Article by Andrew Lipsman:The Future of Retail Media is the Future of ALL Media 19Guest Article by Skye Frontier,Executive Vice President at Incremental,the leader in retail media 22We have quotes and insights from the