Navigating the next chapter of retail media: How self-serve is putting retailers in the driving seat
By Dylan Hulser, VP Retail Media, Kevel
It’s fair to say one of the bigger trends in retail media is most certainly the growth in self-service, as the back end of last year saw many leading retailers looking to take better control of their data, costs, and customer experience.
Many retail brands say in-housing is the answer, and they are not alone. In 2024, retail media gained unprecedented growth – with global advertising spend reaching $140 billion, retail media has now secured its spot as a leading ad channel. Self-service capabilities are quickly becoming the top choice for the industry, with the likes of WalMart set to fully transition to self-service this year in a move that’s already proving strong revenue results.
But with this rapid momentum comes a new set of questions. What does it really take to build a successful in-house retail media strategy? And how do the benefits of self-serve stack up against the traditional outsourcing model? In this article, we explore the key challenges retail brands face in today’s digital ecosystem—and break down why self-service could be the trend that defines the next era of retail media.
The competitive edge of in-house retail media
This shift toward self-service and in-housing presents several key benefits for retailers and advertisers alike. One of the most significant advantages is greater control over first-party data, which allows retailers to refine audience targeting, personalize ads, and improve overall campaign performance. In fact, we recently touched on the power of first-party data at E-Commerce Connect in Lisbon. This combination of cutting-edge and flexible technology within retail media platforms can create sustainable shopper engagement and better experiences, not to mention increased advertiser performance and higher ad revenues.
Alongside this, the ability to deliver highly targeted campaigns and measurable results goes above and beyond traditional advertising, enhancing the shopper experience by integrating relevant and personalized ads into the journey. When done right, retail media has the potential to drive incremental sales and engagement across the entire purchase funnel.
Bringing retail media in-house can also offer cost efficiencies and transparency, enabling brands to manage their ad spend more effectively without relying heavily on intermediaries. This direct control leads to better return on investment (ROI) and increased agility in campaign execution. Advertisers can also leverage real-time insights to improve product discovery, drive conversions, and optimize campaigns on the fly based on actual sales and engagement metrics.
As self-service retail media continues to evolve, its ability to drive efficiency, improve targeting, and maximize revenue opportunities makes it an indispensable strategy for retailers looking to stay competitive in an increasingly digital and data-driven landscape.
Overcoming an increasingly fragmented digital ecosystem
While this tech is certainly taking the industry by storm, this level of scale at such a pace doesn’t come without growing pains. The biggest challenges for retail media networks, and the obstacles that arise with the idea of in-housing, can largely be attributed to network fragmentation, inconsistent measurement, and last but certainly not least, budget constraints. According to Mars United Commerce’s Retail Media Global Yearbook, retail media fragmentation was one of the biggest challenges for advertisers last year particularly in Europe, where 60% of buyers cited a lack of cross-network standards as significant barriers to investment.
The rapid expansion of retail media has led to a fragmented landscape, forcing advertisers to navigate multiple platforms, measurement tools, data formats, and tech stacks. This makes it difficult for brands to execute cross-platform campaigns efficiently and even threatens the performance benefits retail media promises. Equally, measurement still remains as one of the biggest challenges in digital advertising history – and retail media is not immune. As retail media networks mature, we expect this to change with the adoption of incrementality testing, multi-touch attribution, and closed-loop reporting.
While in-housing offers greater control, it can also bring challenges associated with limited internal resources and expertise. This is where scalable, unified solutions can enable all retailers to compete on a level playing field, allowing retail brands to adopt self-serve retail media at their own pace, balancing investment with gradual growth.
Self-serve solutions can help brands navigate emerging opportunities
As retail media cements its position as a dominant force in digital advertising, the move toward self-service and in-housing is not just a trend—it’s strategically imperative for retail brands looking to compete on a level playing field. While challenges like fragmentation, inconsistent measurement, and limited internal resources persist, the benefits of control, transparency, and performance are driving more retailers to take ownership of their media strategies.
This is where platforms like Kevel’s Retail Media Cloud come in—offering scalable, flexible infrastructure that empowers retailers to build custom ad platforms tailored to their needs. The next generation of retail media can no longer rely on one-size-fits-all, black box solutions that only serve to stifle how retailers can monetize their assets. By enabling brands to launch self-serve capabilities, they can prove ROI and expand their footprint with greater agility and control.
In an increasingly competitive and fragmented ecosystem, the brands that adopt adaptable, future-ready ad tech will be the ones that thrive. And with the right partners in place, the path to a more efficient, profitable, and personalized retail media strategy is well within reach.
