Retail Media’s $170 Billion Creative Problem

Rethink Retail · Oct 12, 2026 · 32m

Retail media now draws $170 billion a year, more than TV and CTV combined, and much of that money buys ads few shoppers remember. Lisa Zielinski (Ipsos) joins Jeremy Goldman on this episode of Media Mondays to unpack Creativity Over Clicks, Ipsos’s study of more than 21,000 simulated shopping trips on Amazon and Walmart, and what it means for brands and retail media networks. INSIDE THE EPISODE: Retail sites are a tough place to be remembered Ads on retailer sites were 47% less likely to be remembered than standard web placements. Shoppers are on a mission, surrounded by competitors’ product…