Nearly half (48%) of US retail media buyers purchase on-site retail media with self-serve capabilities, according to March 2025 data from Koddi.
For networks that do offer self-service, ease of seller onboarding is crucial—over three-quarters (76%) of retail media decision makers worldwide say it's valuable to them.

Use this chart: If you're a marketer or agency leader, pressure your RMN partners to go beyond basic ROAS. Ask about incrementality testing, clean room integrations, and self-serve data access. Measurement maturity is a competitive edge—both for RMNs and advertisers.

Related EMARKETER reports:

Top Trends to Watch in 2025: Midyear Update (EMARKETER subscription required)
Retail Media Search Ad Spending Forecast and Trends 2025(EMARKETER subscription required)

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