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The retailers winning in retail media aren't the biggest. They're the most trusted.
New AGI research reveals why the deepest supplier relationships drive the strongest retail media growth, and what the leaders are doing differently.
Inside the research
Explore the three capabilities that separate the retailers compounding retail media growth from those ceding investment to competitors. These findings are grounded in data from 1,972 suppliers across 40+ markets.
Build Partnership: From Transactional to Strategic
"Co-created programs compound: they retain spend and grow share of wallet."
The most collaborative retailers grew revenue 4.6% on average. Lower-performing peers declined 1.2%. Partnership is not a soft metric. It is the commercial foundation everything else depends on.
Prove the ROI: Design for Measurement
"If suppliers cannot measure the impact, they will not fund the investment."
Supplier patience with limited ROI visibility is diminishing fast. The retailers pulling ahead have stopped asking how to report better. They design for measurement from the very start.
Unlock Marketing Budgets: Earn a Seat in the Brand Plan
"Full-funnel offers earn a seat in the brand plan, and a bigger share of supplier spend."
Retail media trapped in trade budgets is structurally limited. Retailers that build credible full-funnel solutions compete for a dramatically larger pool of investment and a fundamentally different supplier relationship.
