Dave Glaza

April 16,2025

3 min. to read

THE ASCENDANT NETWORK CONFERENCE RECAP

Key Takeaways from the Ascendant Network Conference in NYC

At DIGITS, we don’t just watch retail media evolve, we’re part of the crew steering the ship. That’s why we were thrilled to join some of the industry’s brightest minds at the Ascendant Network Retail Media Conference in New York. This exclusive, no-press, VP-to-C-suite gathering was packed with honest dialogue, smart strategy, and a heavy dose of “what’s next.”

From tariff turbulence to AI acceleration, here’s what we saw, heard, and are bringing back to the brands and retailers we serve:

Tariffs, Tensions, and a Flight to Certainty

The macroeconomic elephant in the room? Tariffs.

As talk of 6–15% price hikes hit the stage, a real-time update mid-conference announced a 90-day hold on new tariffs. Still, the vibes were… very COVID. Contingency planning is back, and brands are keeping one hand near the brakes until clarity emerges.

But amidst the ambiguity, one thing was clear: Retail Media Networks (RMNs) are safe ground. Brand leaders echoed a growing truth, commerce media spend is holding strong, while upper-funnel brand dollars tighten. Why? Certainty. Low-funnel tactics like Target Circle, Roundel, and 1P audience targeting continue to drive measurable ROAS and I-ROAS. And in this climate, accountability wins.

How to Earn More Brand Dollars in 2025

As the lines blur between trade, shopper, and brand budgets, the question isn’t if retail media deserves brand investment… it’s how to earn it. Here’s how smart retailers are doing just that:

• MMA Analysis: Show up with data that matches how the brand measures performance.

   

• Fluid Investment Models: Retailers must move beyond the rigid JBP (Joint Business Planning) mindset. Media planning needs flexibility, not fixed line items.

   

• Category Benchmarks: Share comparative metrics like category growth, average return, and spend rates to put your value into context.

   

• Creative Consistency: From brand TV to TikTok to retail media – ensure the message matches.

   

What’s Trending: In-Store, AI, and Data Collabs

• In-Store Video Is Heating Up: CVS is experimenting with video trendcaps at the end of aisles. Retailers are turning physical shelf space into digital storytelling canvases.

   

• AI Is Not Coming… It’s Here: One standout quote? “No human will touch a media plan in five years.” AI will soon auto-generate shopping lists, but there will still be ways to influence rankings and placements, and yes, retailers will monetize that.

   

• Data Stitching & Partnerships: Brands and RMNs are pushing to stitch together data sets across platforms to create unified views and unlock smarter measurement.

   

The DIGITS POV: How to Win in Uncertain Times

DIGITS founder, Dave Glaza shared his perspective from the floor, and the message was simple:

“When budgets get tight, make every dollar count. That means prove the value of promo, dial up low-funnel tactics, and make sure ROAS is crystal clear. Brands aren’t pulling back on commerce media, they’re pulling back on fluff.”

At DIGITS, we’re doubling down on promo performance analytics, price sensitivity insights, and brand-appropriate media strategy to help our clients win during this next economic cycle.

Final Thought

The Ascendant Retail Media Conference proved one thing: Retail media is no longer emerging, it’s evolving. Faster, smarter, more accountable. The challenge for brands and agencies? Keep up. At DIGITS, we’re not only keeping up, we’re helping shape what’s next.

Stay tuned for more 2025 insights, and let’s ride this next wave together.

Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores! 

LinkedIn: https://www.linkedin.com/in/davidglaza/