SAN JUAN, Puerto Rico – U.S. omnichannel retail media is projected to generate $71.67 billion in 2026, as retailers work to unify in-store and digital operations.
But, with more than 240 networks now vying for advertiser dollars, retail media is getting as crowded as crowded as Walmart on Black Friday. The explosion of options has created a fragmented landscape.
The path forward requires a disciplined approach to three core capabilities, said Elizabeth Donovan, svp, global head of retail and commerce, Acxiom/Omnicom Media, in this video interview with Beet.TV at the Beet Retreat San Juan:
- Preparing data infrastructure for identity and segmentation.
- Building interoperable systems that work across platforms.
- Delivering omnichannel experiences that follow consumers through their entire journey.
Breaking free from closed ecosystems
Walled gardens have proliferated across the retail media landscape, offering convenience at the cost of reach. According to eMarketer projections, Amazon and Walmart alone will capture more than 89% of incremental retail media spending in 2026.
Donovan cautioned against over-reliance on these closed systems. “While it may be comfortable for brands to want to utilize walled gardens and closed ecosystems, it’s really important that you pick a provider like Acxiom to focus on broadening your data, only because it limits scale,” she said.
The consequences of staying siloed can be significant. “If you have a closed ecosystem, you’re not going to be able to reach the right people at the right time to help bring in top-line revenue, to support your customers and enhance their experience,” Donovan explained. “It’s really important that you collaborate with the right partners and have that data in a privacy-first sentiment to activate in market so that you could drive multiple outcomes, increase loyalty, as well as
AI-enabled targeting takes center stage
Donovan said artificial intelligence’s practical application lies in real-time targeting and measurement.
“I know people like to say the buzzword of AI and interoperability, but I think it’s really important for you and your teams to work and lean into those AI real-time targeting efforts within the ecosystem, especially when we’re thinking about measurement and how we’re going to market,” she said.
“Really think about how your audience is layered and what you’re going to market with and make sure that it’s AI-enabled and working with the right technology partners to get those advertising served so that you could serve the right people at the right time,” Donovan said.
You’re watching coverage from Beet Retreat San Juan 2026, presented by Alliant and TransUnion. For more videos from this series, please visit this page.
