E-commerce marketing · Industry brief

The $200 billion retail media network sector is experiencing rapid fragmentation and lacks standardized measurement practices, creating significant challenges for chief marketing officers. With over 200 retail and commerce media networks now operating globally—including recent entrants McDonald's (targeting $1 billion in revenue) and Citi—marketers are forced to manage multiple incompatible playbooks. A joint ISBA and MediaSense audit of five major UK retail media networks found significant inconsistencies in key metrics, with five different definitions of "attributed sale" alone. The IAB published retail media measurement standards starting in 2024, but IAB Europe research shows 53% of ad buyers cite lack of standardization as a barrier to investment. Industry observers including Jeanniey Walden (Fluent CMO) note that fewer than 50 of the 200+ launched networks generate material revenue, and fewer than five can demonstrate earnings impact. With retail media spending projected to reach $320 billion by 2030, stakeholders are calling for an industrywide standards body similar to those governing other media channels.

7-Eleven Australia launched Anytime Media @ 7-Eleven, a retail media network spanning over 760 stores, its My 7-Eleven loyalty program with 4.6 million weekly transactions, and digital channels. The network includes a rollout of digital screens across stores expanding into 2027, positioning convenience retail as a new frontier for retail media advertising alongside traditional supermarket networks. This development reflects the broader industry trend of retailers monetizing physical footprints and customer data through advertising businesses, with competitors including Myer, JB Hi-Fi, and McDonald's also launching similar media networks.