Three Pillars for Retail Media Network Success in a Crowded Market
CANNES, France – There are now more than 240 retail media networks vying for advertiser dollars, leaving brands struggling to navigate a fragmented landscape where data readiness and interoperability have become key concerns.
Some think the path forward requires a disciplined approach to three core capabilities: preparing data infrastructure for identity and segmentation, building interoperable systems that work across platforms, and delivering omnichannel experiences that follow consumers through their entire journey.
“What’s really going to help media networks – and everyone should really take notes right now – there are three things,” said Elizabeth Donovan, SVP, global head of retail and commerce, Acxiom/Omnicom Media, in this video interview with Beet.TV.
Turning transaction data into actionable audiences
The rise of commerce data as a primary signal has forced marketers to rethink how they construct audiences. Raw transaction information holds enormous potential, but extracting value requires expertise in data transformation and activation.
“What we’re doing here at Acxiom and Omnicom is really focusing on making sure that the raw data turns into something more meaningful for outcomes,” Donovan said. “We’re really focused on making sure that the partners that we work with, the brands, not only are data ready, but their audiences are deliverable in market.”
That goal extends beyond on-site activation to encompass offsite monetization as well. “We are experts in the space so that we could help you identify your data layers and how they’ll be marketable,” Donovan added.
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, highlighting the concentration of power among a handful of dominant players.
But 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.
AI-enabled targeting takes center stage
When asked about the technology capability that will matter most in the coming year, Donovan pointed to artificial intelligence. The practical application lies in real-time targeting and measurement, she said.
“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.
U.S. omnichannel retail media is projected to generate $71.67 billion in 2026, as retailers work to unify in-store and digital operations.
“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 “From Discovery to Purchase: AI’s New Role in Retail,” a Beet.TV Leadership Series at Cannes Lions 2026, presented by Best Buy Ads. For more videos from this series, visit this page. You can find all of our coverage from Cannes Lions 2026 here.
CANNES, France – There are now more than 240 retail media networks vying for advertiser dollars, leaving brands struggling to navigate a fragmented landscape where data readiness and interoperability have become key concerns.
Some think the path forward requires a disciplined approach to three core capabilities: preparing data infrastructure for identity and segmentation, building interoperable systems that work across platforms, and delivering omnichannel experiences that follow consumers through their entire journey.
“What’s really going to help media networks – and everyone should really take notes right now – there are three things,” said Elizabeth Donovan, SVP, global head of retail and commerce, Acxiom/Omnicom Media, in this video interview with Beet.TV.
Turning transaction data into actionable audiences
The rise of commerce data as a primary signal has forced marketers to rethink how they construct audiences. Raw transaction information holds enormous potential, but extracting value requires expertise in data transformation and activation.
“What we’re doing here at Acxiom and Omnicom is really focusing on making sure that the raw data turns into something more meaningful for outcomes,” Donovan said. “We’re really focused on making sure that the partners that we work with, the brands, not only are data ready, but their audiences are deliverable in market.”
That goal extends beyond on-site activation to encompass offsite monetization as well. “We are experts in the space so that we could help you identify your data layers and how they’ll be marketable,” Donovan added.
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, highlighting the concentration of power among a handful of dominant players.
But 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.
AI-enabled targeting takes center stage
When asked about the technology capability that will matter most in the coming year, Donovan pointed to artificial intelligence. The practical application lies in real-time targeting and measurement, she said.
“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.
U.S. omnichannel retail media is projected to generate $71.67 billion in 2026, as retailers work to unify in-store and digital operations.
“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 “From Discovery to Purchase: AI’s New Role in Retail,” a Beet.TV Leadership Series at Cannes Lions 2026, presented by Best Buy Ads. For more videos from this series, visit this page. You can find all of our coverage from Cannes Lions 2026 here.
Series Videos
