From Fragmented Channels to Seamless Campaigns: How Brand Commerce Unlocks the Full Power of Retail Media

At this year’s Retail Media Summit, it became clear that retail media is at a critical inflection point: growing fast but facing rising pressure to standardize, scale and deliver brand impact.

But with that evolution comes complexity. Not all RMNs are created equal, and they shouldn’t be treated as such. Capabilities vary widely, from data transparency and measurement access to in-store innovation. Brands must now navigate a landscape rich with opportunity yet riddled with fragmentation.

That’s where Brand Commerce comes in.

At Blue Chip, Brand Commerce is more than a media strategy—it’s how we approach marketing. We believe brand building and sales driving aren’t competing objectives; they work better when planned together. With this mindset, retail media becomes a more powerful tool, capable of building brands over time while driving sales overnight.

When guided by a Brand Commerce mindset, today’s most pressing retail media challenges become opportunities—in how RMNs expand beyond silos, how in-store activation is reimagined and how brands demand more control through hybrid investment models.

Let’s explore each of these opportunities:

RMNs can now do more than drive sales.

Top RMNs are beginning to offer media and shopper data beyond their ecosystems, enabling truly omnichannel campaigns. But presence alone isn’t a strategy. Brands must be intentional when choosing RMN partners, aligning with campaign goals and leveraging media not just for performance but also for storytelling and long-term brand value.

In-store retail media is gaining ground.

With over 80% of grocery purchases still happening in physical stores, in-store digital activation is quickly becoming the next major frontier. From smart displays to shelf-level targeting, retailers are reinventing the shopper experience. But the best in-store media enhances (not disrupts) the path to purchase. A Brand Commerce approach ensures these activations not only drive transactions but also deepen engagement.

Hybrid models bridge the accountability gap.

As RMNs grow in scale, demanding more, many marketers are grappling with opaque “black box” models. A hybrid model, one combining RMN first-party data with third-party measurement, self-serve DSPs and external attribution, is emerging as the smarter path forward. This approach keeps marketers agile, transparent and aligned with both performance metrics and brand objectives.

Retail media isn’t just evolving—it’s converging with broader marketing imperatives. And while RMNs offer powerful tools, it’s a Brand Commerce approach that unlocks their full potential. Because in today’s fast-moving marketplace, the brands that lead won’t just adapt—they’ll use retail media to bridge brand and commerce like never before.

The convergence of brand and commerce is no longer optional.

Retail media’s momentum shows no signs of slowing, but brands now have the opportunity to lead, not just follow. By approaching this evolving landscape through the lens of Brand Commerce, marketers can unlock smarter strategies, deeper engagement and more meaningful results. It’s not about choosing between brand and performance—it’s about bringing them together. And as this transformation accelerates, having the right partner by your side can make all the difference.

Mary Kate Huffman is Senior Director of Commerce & Investment Strategy at Blue Chip and a 2025 P2PI Retail Media Award winner. Blue Chip is an independent, full-service Brand Commerce agency whose clients include Bausch & Lomb, Bob's Red Mill, Bosch Power Tools, Daisy Brand and White Castle.