Retail marketing has become a media business in its own right

The industry that once treated media as a cost of trade now operates advertising’s fastest-scaling channel: US retail media will reach $69.33 billion in 2026, up from $58.79 billion in 2025, and commerce media has overtaken television worldwide for the first time. Yet 89% of next year’s incremental dollars will flow to just two networks, even as three-quarters of advertisers increase spend. Winning retailers and brands are not simply buying more; they are rebuilding the marketing operating model, governing trade, brand and retail media as one investment and holding every partner to measurable value. VA helps retail leaders orchestrate that ecosystem, optimise the budget and prove ROI.