Media Pulse: Retail Media

June 2026

The numbers don't lie: retail media is having a moment. The latest Advertising Association/ WARC Expenditure Report reveals the channel grew 17.5% year on year in 2025 to £3.70bn, with Q4 growth hitting 30.5%, making it one of the fastest-growing segments in the UK ad market.

So what's driving it, and where does it go from here?

You can hear from both sides of the deal: the retailers turning their first-party data into media networks, and the brands and agencies asking what they are actually getting for the money. 

Our aim is to offer a clear-eyed view of a channel that is no
longer emerging but established, and to help you work out where it belongs in your plans.