MID-YEAR CHECK-IN: HOW OUR 2025 PREDICTIONS ARE PLAYING OUT
Every December, we put our retail media crystal ball to the test, making predictions for the year ahead on Target, Roundel, and the broader retail media landscape.
It is fun to forecast, but it is even more important to check back and see how those predictions are stacking up.
Now that summer has wrapped up and one big prediction just came true, it is the perfect time for a mid-year review. The good news? We are having a strong year so far.
The Scorecard So Far
Of the 13 predictions we made in December, here is where things stand halfway through 2025:
- 9 Yeses – Already happened.
- 2 Maybes – Still likely before year-end.
- 2 Misses – Not looking likely for 2025, but still worth watching.
Big Wins So Far
- Target Gets a New CEO – Welcome Michael, we wish you well! Be unapologetically Target and turn this around!
- Target Announces Return to Office – It took until July, but it happened, and it made headlines.
- Target Circle 360 Partnerships – Marriott launched, and matched pricing went live.
- On-site Video Ads Launch – Currently available for Target-owned brands.
- Self-Serve Programmatic Expands – Growing quickly across Roundel.
- Target+ Marketplace Hype – Called out as a growth driver during earnings.
- AI Shopping Agents Arrive – Amazon’s Rufus is a notable example.
- 3P Retail Marketing Ecosystems Emerge – From smaller players like Grocery Dealz and Benny App to large-scale AI models like ChatGPT.
- RMN Partnerships Grow – Rippl uniting regional grocers, Instacart expanding Carrot Ads, with Hy-Vee as a standout win.
Still in Play
- Universal Digital Coupons (Code Name 8112) – A matter of “when,” not “if.” More likely Spring 2026 at this point.
- Simplified Vendor Fee Structure – Some discussion, but no major change yet. Seems like a missed opportunity to announce at summer summits.
Probably Not Happening in 2025
- Roundel Self-Serve Onsite Display Ads – Pushed back again. Why can’t they catch up to Walmart Connect and Instacart?! It would be so great.
- Target and X Retailer Merger – No chatter yet, but possible once new leadership is in place. Target needs to find a growth strategy, and nothing is faster than acquisition. Might be a better way to use cash than another stock buyback.
Why This Matters
Predictions are not about being perfect. They are about having a clear point of view, making the call, and staying close to where the industry is headed. That is exactly how DIGITS helps our clients win in a category where constant change is the only guarantee.
We will be back in December with our 2026 predictions.
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
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