The Technology Powering Retail Media Networks - Part 2

The 2025–2026 Retail Media Playbook — The Technology Powering Retail Media Networks (Part 2) from Windsail Partners breaks down the infrastructure enabling retail media networks (RMNs) to scale beyond simple ad inventory into full-stack commerce media platforms that drive personalized advertising and measurable outcomes for brands. Leveraging first-party data and identity resolution solutions from platforms like LiveRamp and privacy-safe addressability frameworks such as UID2, RMNs built by Amazon Advertising, Walmart Connect, Target Roundel, and Instacart Ads are activating shopper audiences both onsite and offsite through programmatic partners like The Trade Desk and Google. Retail-native ad serving technologies (e.g., Criteo, CitrusAd, Kevel) and measurement partners like Epsilon and Pacvue illustrate how RMNs are evolving into interoperable, data-driven advertising ecosystems. As retail media extends into CTV and DOOH through integrations with platforms such as VIZIO and FreeWheel, this report offers forward-looking insight into the technology foundations shaping how brands reach high-intent shoppers and how RMNs compete in a rapidly growing commerce media economy.

Next we will discuss M&A and Partnerships in Retail Media (RMN)