Key stat: The number of retail media networks (RMNs) worldwide offering competitive conquesting (the ability to target campaigns to competitors’ shoppers) has risen from 10 in Q2 2024 to 15 in Q2 2025, a 50% increase, according to data from Mars United Commerce.

Beyond the chart:

• New customer acquisition is the primary objective for commerce media campaigns according to 21.1% of US marketers, according to January 2025 data from M+C Saatchi.
• Half of US retail media buyers’ say improved customer targeting is a factor driving their decision to use retail media as part of their marketing strategy, according to March 2025 data from Koddi.

Use this chart: Consider testing conquesting strategies on RMNs now offering this feature—it’s rapidly becoming table stakes. Retailers can use this trend to attract more ad dollars by enhancing competitive targeting options and exploring emerging tools like GenAI search to stand out in a crowded market.

Related EMARKETER reports:

• Retail Media Search Ad Spending Forecast and Trends 2025 (EMARKETER subscription required)
• Commerce Media Ad Spending Forecast Report 2025 (EMARKETER subscription required)