2025 was a strong year for retail media tech vendors.

More RMNs launched. Others upgraded their stacks. New players entered the market.

But 2026 looks like a shift, not just more of the same.

Here are the themes that matter:

1. Orchestration layers arrive
End-to-end platforms for planning, workflow, yield and ad serving are emerging.
Think Osmos, Vantage , retailmediatools , Zitcha.

2. Sponsored product optimisation gets smarter
Specialists are making grids more dynamic and better integrated with organic search.
Examples include Particular Audience and Pentaleap.

3. Programmatic moves in-store
In-store and onsite programmatic are gaining traction.
Players like In-Store Marketplace and Koddi are pushing this forward.

4. Local store social goes retail-native
Tools like SocioLocal are bringing structure to store-level social.

5. Gamification and personalisation grow up
More advanced engagement mechanics are entering retail environments.
For example Lucky cart.

6. Onsite data innovation accelerates
Better use of onsite data is unlocking performance and insight.
See eStoreBrands.

7. Budget allocation becomes a discipline
New tools are emerging to optimise spend across channels and propositions.
Including Zitcha and @planapps.

8. Onsite display gets more creative
More impactful formats and better use of video are coming through.
Driven by platforms like Criteo and Kevel.

9. Marketplace specialists gain ground
Dedicated tooling for marketplaces continues to mature.
Such as Mirakl.

10. First-generation ad servers come under pressure
Legacy platforms are being squeezed by both specialists and orchestration layers.
Including players like CitrusAd.

11. Cross-retailer demand solutions emerge
Brands are starting to access demand-side tools that span multiple retailers.
For example Triffecta.com.

The takeaway: retail media tech is fragmenting and consolidating at the same time. Winners will be those who can orchestrate, not just execute.