The Retail Media Report 2026 provides a comprehensive analysis of the evolving retail media network (RMN) landscape, focusing on advertising impressions, market share, and strategic shifts in the United States during the first half of 2026. Utilizing data from Pathmatics, the analysis highlights a broader market contraction, with total retail media impressions in the U.S. declining by 17% during the period.
A key finding is the divergence between general merchandisers and specialized networks. While Amazon, which commands 60% of the domestic market, experienced a 16% decrease in impressions, specialized networks in the home improvement, pharmacy, pet, and beauty sectors saw significant growth. Notably, home retailers such as Lowe’s and Home Depot recorded impression increases of 151% and 43%, respectively. This trend suggests a strategic reshuffling where advertisers are increasingly favoring niche platforms over traditional generalist retailers.
Channel allocation strategies also show distinct patterns. Offsite advertising remains the dominant preference for many vertical-specific networks, with platforms like Instacart and Sephora dedicating 100% of their impressions to offsite campaigns. Conversely, general merchandisers are increasingly prioritizing onsite monetization to capture high-intent shoppers; Amazon, for instance, shifted its strategy to ensure onsite ads now account for 56% of its total impressions.
Finally, the report identifies a trend toward diversification among both networks and advertisers. Major networks are expanding their reach into non-core categories such as finance and telecommunications, while CPG brands are demonstrating a multi-platform approach, with over 80% of top advertisers utilizing at least two different RMNs to execute their campaigns. These findings underscore a maturing, more fragmented retail media ecosystem characterized by specialized targeting and diversified media spend.
