Retail Media has become the fastest-growing channel in advertising — but it’s also becoming crowded. With dozens of retailers launching their own networks and global players expanding aggressively, the question every retailer should be asking is: how do we stand out? 

The answer isn’t just “more ad spots.” It’s about building a retail media ecosystem that’s smarter, more flexible, and more valuable to both retailers and brands. Here’s a playbook of strategies that can help you differentiate your network in 2025 and beyond. 

1. Turn Every Screen Into Media 

Most networks stop at website banners and app placements. But with the right CMS, any digital surface in your ecosystem can become part of your network — from in-store TVs to kiosks, checkout displays, or even digital price tags. 

If it lights up, it can carry a message. And when you unify those surfaces into a single monetizable system, you unlock a revenue stream your competitors are leaving on the table. 

2. True Omnichannel, One Interface 

“Omnichannel” is a buzzword until you make it real. Too many retailers force brands to juggle multiple platforms for in-store, on-site, and off-site campaigns. 

A differentiated retail media network brings all three together into one single interface — giving brands seamless campaign execution and giving retailers complete visibility into performance. That’s not just efficiency, it’s competitive advantage. 

3. Leverage Data That Competitors Don’t Have 

Data is the fuel of retail media, but not all data is created equal. If you want to stand out: 

• Telco data partnerships can provide unique insights into mobility, demographics, and audience reach that global players don’t have access to. 

• Wi-Fi attribution allows you to measure real-world store engagement, connecting digital ads directly to in-store visits and actions. 

When you can prove incrementality instead of vanity metrics, brands will prioritize your network. 

4. Expand Into Gig-Economy and External Screens 

Retail Media doesn’t have to stop at the store entrance. Taxis, delivery apps, and partner digital signage networks offer attention-rich environments where your customers already spend time. 

By integrating gig-economy and external inventory into your offering, you create a network that travels with the customer — and extends your monetization footprint far beyond the store. 

5. Deliver Cost Efficiency for Brands 

One of the top frustrations brands face with global retail media players is cost. Big platforms often bundle fees and inflate CPMs. 

Retailers who control their own retail media stack can offer cost-efficient, transparent pricing models. Flexible CPMs and fair margins don’t just attract brands — they keep them coming back. 

6. Go Beyond Placements: Custom Inventory 

The easiest way to blend in is to sell the same standard banners and sponsored product listings as everyone else. The easiest way to stand out? Offer customized inventory and creative experiences. 

Think sponsored shelves, interactive modules, or full checkout takeovers. Work with brands as creative partners, not just buyers of predefined placements. This turns your inventory into a creative playground that agencies and advertisers can’t find elsewhere. 

7. Back It All With Adtelligent Retail Media Features 

Finally, differentiation is about more than surfaces and formats — it’s about intelligence. Targeting, campaign automation, and unified reporting ensure your retail media network isn’t just broad, but also smart, measurable, and scalable. 

Adtelligent Retail Media Platform connects your 1st-party data, inventory, and ad formats into one omni-channel platform — powering ad campaigns across on-site, off-site, and in-store channels. From activation to attribution, every surface is measurable, every insight actionable — all controlled by your own tech stack.

Final Thought 

As Retail Media matures, standing out will be less about who has the most ad space and more about who creates the most value. 

Value for retailers: new monetization streams, efficient operations, and data ownership. 

Value for brands: cost-effective, creative, measurable campaigns. 

At Adtelligent, we believe the networks that win will be those that transform every surface into media, unify every channel in one interface, and create data-driven experiences that brands can’t get anywhere else.