THE FUTURE OF RETAIL MEDIA: DIGITAL GROCERIES, NATIONAL DOLLARS & EMERGING TRENDS
How Regional Grocers Can Win Big in 2025 and Beyond
If you’ve spent the last year in the retail media space, one thing is clear: the rules are changing fast, and the next frontier belongs to those ready to rethink digital grocery, unlock new revenue streams, and adapt to what’s next.
At DIGITS, we’re at the heart of these conversations, especially when it comes to regional grocers and emerging brands. In this latest interview with Rajeev Goel from PubMatic, we broke down some of the biggest shifts we’re seeing for 2025 and beyond.
Digital Grocers & The Changing Consumer
Once upon a time, digital grocery was a side project. Not anymore. Digital grocery is now the battleground for loyalty and wallet share, and the customer behavior proves it.
More shoppers than ever are choosing digital-first, using tools like Target Drive Up, Shipt, and Instacart as part of their weekly routines. But it’s not just convenience they want, they expect personalized promotions, seamless mobile experiences, and savings tailored to their habits.
For regional grocers, this shift is massive. If you’re not investing in digital shelf optimization, personalized promotions, and RMN strategies that bring your best deals online, you’re missing out. The customer of today isn’t waiting for the Sunday paper ad—they’re scrolling their phones and expecting to see your offer.
At DIGITS, we’re helping regional grocers lean into this shift by:
- Building out full-funnel RMN strategies that bring national ad dollars into local ecosystems.
- Leveraging first-party data to create personalized digital experiences that convert.
Unlocking National Ad Dollars for Regional Grocers
This one is close to our hearts at DIGITS. For years, regional grocers were an afterthought for big CPG national media budgets. But that’s changing.
Why? Because regional grocers deliver something the big guys can’t – localized loyalty. They have deep relationships with their shoppers and incredibly rich first-party data. When combined with retail media network capabilities, that’s a goldmine for brands looking to reach high-intent shoppers in high-value markets.
We’re seeing national brands move beyond Walmart and Amazon to invest in regional grocery RMNs, and the results speak for themselves.
At DIGITS, we’re helping these grocers:
Pitch and capture national media dollars through PubMatic-powered ad platforms and direct partnerships.
Prove ROI through measurement strategies tailored to regional scale.
Act like a national player by delivering brand-safe, scalable media opportunities that CPGs trust.
Simply put: The money is out there. Regional grocers just need the right tools and partners to grab it.
The Future of Retail Media & Emerging Trends
If 2024 taught us anything, it’s that retail media is evolving faster than anyone expected. And 2025? We think it’s going to be wild.
Here are a few trends on our radar:
- More Retailers Become Media Companies
The line between retailer and media platform is blurring. Grocers, mass merchants, and even convenience chains are investing in full-funnel RMN strategies that rival pure-play digital media. - First-Party Data Reigns Supreme
In a world with privacy restrictions tightening, first-party data is king. Retailers with loyalty programs (like Target Circle) have a huge advantage—and regional grocers can play this game too, especially with the right tech stack. - Emerging Tech Makes Retail Media Smarter
From AI-driven personalization to 8112 universal digital coupons (we’re looking at you, CVS!), retailers are embracing tools that make offers smarter, faster, and more secure. Expect more automation, self-serve ad portals, and increased focus on ROI.
At DIGITS, we’re not just watching this future, we’re helping to build it. Whether it’s launching Cheers Network for alcohol brands or driving regional grocery RMNs with partners like PubMatic, we’re on the front lines of what’s next.
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
LinkedIn: https://www.linkedin.com/in/
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