Category: In the News

Ad budgets are still flowing as the year winds down but the mood on the ground tells a different story. 

Marketers are holding their bets. Few want to commit too much, too early — especially with tariffs threatening to undercut margins and turn a decent quarter into a loss. The result: deals are more fluid, structured around flexibility rather than firm commitments. Discounts now kick when spend thresholds are reached, not upfront guarantees.

“There’s a lot more flexibility for how to get to the guarantee or to the objective that marketers are asking for now than they have in previous years,” said Kyle Dozeman, chief revenue officer of the Americas at PubMatic.

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After years of growth going up and to the right, retail media seems to have finally hit an inflection point — retail media networks want brand dollars and brands want attribution metrics. Until retail media can be seamlessly integrated with national brand campaigns (within budget constraints) the industry may remain at a standstill.

Some companies like Bayer, parent company to Aleve, Alka-Seltzer, MiraLAX, are trying to push the conversation forward, past siloed walled gardens to demand more from retail partners.

“This is going to be the year where I don’t roll my eyes or make a snarky face when somebody talks about retail,” said Khara Hutchinson, head of programmatic and integrated digital activation at Bayer. “I’ve done it most of the time.”

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