The Path to Purchase Institute’s Retail Media Summit 2025, held May 6–8 in Rosemont, IL, brought together industry leaders to discuss the latest trends and strategies shaping retail media. The event offered critical insights into the rapidly evolving world of digital commerce and retail media networks (RMNs).
The Kevel team walked away with valuable takeaways from thought-provoking panels and discussions on topics such as first-party data utilization, in-store digital transformation, and effective measurement strategies. Here’s a recap of what we learned during three days of insightful conversations and meaningful connections.
As with 2024’s Retail Media Summit UK, first-party data was a dominant theme throughout this year’s U.S. event. Speakers repeatedly emphasized its essential role in building consumer trust and delivering personalized, privacy-compliant experiences.
Charisse Hughes, SVP and Chief Growth Officer at Kellanova, shared how the company uses first-party data to power its precision marketing efforts -- revealing that more than 90% of new consumer records are generated through recent campaigns. This data allows Kellanova to personalize offers, tailor creative content, and refine targeting strategies.
Keynote speaker, Brian Spencer of Kroger Precision Marketing, opened the summit with a powerful statement: "Real-time retail data is no longer optional." He underscored the need for immediate insights to keep up with a culture that "moves at the speed of your TikTok feed." This sentiment resonated throughout the event, with many speakers reinforcing the value of first-party data in creating more relevant and effective campaigns.
The future of in-store shopping is undeniably digital—a theme that resonated throughout the summit. Retailers are ramping up investments in technologies like digital displays, in-store audio, and personalized loyalty offers to enhance the physical shopping experience and influence purchasing decisions at the point of sale.
Sean Barrett of Albertsons highlighted the power of personalized offers, especially in today’s value-driven economy, noting that helping shoppers “feel smart” about their purchases can drive both loyalty and sales.
While these innovations are reshaping how brands connect with customers in brick-and-mortar environments, challenges remain. Many stores still lack the digital infrastructure needed to scale these efforts, and aligning trade marketing with retail media strategies continues to be a hurdle. Still, momentum is building as retailers experiment with new solutions to bridge the gap between online and in-store experiences—signaling a strong future for digital transformation in physical retail.
Measurement and attribution were front and center at the summit, with widespread agreement on their vital role in validating retail media investments. Speakers emphasized the growing need for real-time reporting and forward-looking metrics that not only track current performance but also anticipate future consumer behavior. The key takeaway: predictive analytics is no longer a “nice to have”—it’s essential for optimizing omnichannel campaigns and driving better outcomes.
Programmatic advertising was another major theme, with Eric Brackmann of Koddi highlighting its accelerating role in retail media strategies. According to Brackmann, 73% of brands and agencies plan to increase their retail media spend by 2025, with programmatic tools helping to simplify ad activation and unlock new budgets.
Notably, DSP-powered ecosystems are delivering a 120% higher return on ad spend (ROAS), underscoring the efficiency and scale programmatic can bring to the retail media space. As automation becomes more central, retailers and brands alike are leaning into programmatic to reach audiences more effectively.
Omnichannel approaches were another recurring focus. Speakers stressed the importance of delivering the right message at the right time—whether a customer is online, in-store, or somewhere in between.
“You have to meet the consumer where they are. You have to have a unified strategy from the top to the bottom of the funnel. That’s something we talk about a lot with the retailers Kevel partners with.”
- Oscar Ibarra, VP of Sales at Kevel, Retail Media Summit panelist
Kellanova’s omnichannel strategy stood out as a particularly effective model. The company leans into cultural relevance to drive buzz and build loyalty—generating billions of impressions and rapid sellouts, transforming creativity into real retail impact.
This year’s Retail Media Summit U.S. made one thing clear: retail media is still rapidly evolving from simple ad placements to sophisticated, data-driven ecosystems. From the power of first-party data and predictive measurement to programmatic growth and in-store innovation, the industry is entering a new era.
To stay competitive, retailers and brands must remain agile—embracing emerging technologies, refining their omnichannel strategies, and using data to deliver meaningful, measurable customer experiences. The future of retail media lies in blending digital and physical channels to create seamless, personalized journeys that drive loyalty, sales, and long-term growth.
Interested in learning how Kevel can power your retail media strategy? Get in touch today.
