Media networks beyond retail will define 2025
The shift toward media networks is accelerating, and it’s not just retail anymore. We’re watching industries like travel, financial services, and software step into this space, not simply experimenting but moving full speed ahead. They see what companies like Amazon and Walmart have proven—customer data is a high-value asset, and if you know how to use it, you can turn it into a business of its own.
Early entrants in retail have shown that success requires more than flipping a switch. Some companies, like Target and Amazon, built strong, self-sustaining ad networks. Others, like Microsoft and Gap, didn’t make it work. But failure is a chance to learn. Companies pushing into this space now have the advantage of hindsight. They can see which strategies worked, which didn’t, and use that knowledge to design stronger, more profitable media businesses.
The reason this shift is happening now is straightforward—advertising revenue is one of the highest-margin opportunities for businesses with strong customer insights. With third-party cookies disappearing and traditional ad targeting becoming less effective, owning a direct channel to consumers is more important than ever. If you have direct customer relationships and valuable data, there’s no good reason not to explore this.
Chris Kelly of Upwave has pointed out that 2025 will be the year this trend accelerates. The companies that move first and execute well will define the landscape.
Success hinges on a sizable audience and compelling brand proposition
A media network is only as valuable as the audience it reaches. If the goal is to attract advertisers, having a large and engaged user base is critical. Companies with millions of customers and frequent site traffic have a significant advantage, but scale alone isn’t enough. Advertisers want more than a broad audience; they want relevance, data insights, and a clear reason to invest their budgets in a new platform.
Brand credibility plays a major role here. Well-established companies with strong consumer trust can position their media networks as premium advertising spaces. If an advertiser sees value in being associated with a brand, they’re more likely to shift a portion of their spending to that network. Without either strong brand authority or a highly engaged user base, the effort could struggle to gain momentum.
For decision-makers, the key question is whether their customer relationships are strong enough to attract advertisers. If the answer is yes, then the opportunity is real. If not, the focus should be on strengthening audience engagement before launching an ad platform. Without these fundamentals in place, even the most advanced advertising technology won’t generate sustainable revenue.
Advanced technology is essential for broad audience reach
A successful media network isn’t limited to a company’s own website or app. While early retail media networks focused on monetizing their internal digital platforms, the most effective ones now extend their reach through programmatic advertising, partnerships, and social media integrations. This allows companies to leverage their audience data while expanding ad placements beyond their own digital storefronts.
The critical factor here is technology. Businesses that want to build media networks need systems that support cross-platform targeting, real-time analytics, and scalable ad delivery. A well-designed ad tech infrastructure ensures that advertisers can reach the right consumers at the right time, whether it’s on the company’s primary platform or external channels facilitated through programmatic advertising. Without these capabilities, an ad network remains limited in scope and effectiveness.
For executives considering this move, the decision is about making sure they have the right infrastructure to compete. Investing in technology that enables seamless audience targeting and high-performance ad placements is a necessary step. The companies that get this right will build an ecosystem that continuously attracts advertisers and delivers measurable results.
Robust measurement and proof of impact build advertiser trust
Advertisers don’t invest in media networks just because they exist—they invest when they see measurable impact. Clicks and impressions are the starting point, but real value comes from demonstrating how ads influence consumer behavior and contribute to sales. Businesses that operate media networks must provide clear performance metrics, showing advertisers why their platform is an effective place to allocate budgets.
Advertisers expect transparency and actionable insights. That means going beyond basic reporting to deliver concrete proof of outcomes, such as brand lift, customer engagement, and conversion rates. Decision-makers should ensure their measurement frameworks align with advertiser expectations, integrating advanced analytics that track user interactions, attribution, and purchasing behavior. Without this level of visibility, convincing advertisers to commit long-term becomes an uphill challenge.
Pilot campaigns and case studies help establish early credibility. Running controlled tests, showcasing successful outcomes, and packaging these insights into easy-to-understand reports can shift skeptical advertisers into long-term partners. A media network is about proving that the platform delivers results. The more effectively this is communicated, the faster advertiser adoption will scale.
Specialized talent is crucial for media network success
Launching a media network is not a simple add-on to an existing business—it’s a distinct operation that requires dedicated expertise. Running a successful ad platform requires knowledge of ad sales, data monetization, programmatic technology, and advertiser relationships. Companies that try to build media networks without the right talent will face avoidable delays, inefficiencies, and missed revenue opportunities.
Most businesses don’t have an internal team with deep experience in media networks. While existing marketing or e-commerce teams may understand parts of the puzzle, scaling an ad business requires specialists who have worked in the space before. Executives should prioritize hiring leaders with a proven track record in ad network operations, digital media, and audience monetization. This significantly reduces the learning curve and allows the company to compete with established players from day one.
PayPal recognized this advantage when it brought in Mark Grether, who previously led Amazon’s ad network and built Uber’s media business. This kind of strategic hiring moves a company forward faster. Even with the right leadership in place, success takes time—but companies that invest in experienced operators now will be positioned ahead of competitors still figuring it out.
Diversification of advertiser partnerships drives enhanced revenue
Focusing only on advertisers who sell directly through a company’s platform limits the potential of a media network. Many successful networks have demonstrated that non-endemic advertisers—those that don’t sell directly on the platform—often achieve better engagement and performance. Expanding beyond the immediate category of products or services opens additional revenue streams while increasing the value of the network for a wider range of advertisers.
Consumer behavior supports this strategy. People visiting digital platforms aren’t only looking for a single type of product or service. They’re exposed to multiple needs and buying decisions at any given time. A well-timed and well-placed ad from a non-endemic brand can capture attention and drive action. Companies that embrace this broader advertiser base will maximize their platform’s attractiveness and profitability.
Upwave data has shown that non-endemic ads outperform endemic ads on retail media networks. This presents a clear opportunity for businesses developing media networks to rethink their approach to advertiser acquisition. Limiting an ad platform to a narrow set of categories is a missed opportunity.
The companies that adopt a more inclusive approach will open themselves to more advertising demand, translating into higher revenue and greater long-term sustainability.
A smart approach allows industries beyond retail to thrive
Retail may have been the first industry to demonstrate the power of media networks, but it won’t be the last. Any business with direct consumer relationships, strong data insights, and a scalable advertising model has the potential to develop a profitable ad platform. Industries like travel, financial services, and software are already recognizing this and moving forward. The underlying mechanics—audience monetization through targeted advertising—are universally applicable.
Skeptics argue that retail had a unique advantage, but the fundamentals of media networks are not exclusive to any single industry. Companies outside of retail must tailor their approach, ensuring their data assets and audience insights align with advertiser needs. Building a media network is about delivering effective marketing outcomes that keep advertisers coming back.
The companies that move early and execute well will define this next phase of growth. Organizations that understand their audience, invest in talent, and adopt smart measurement strategies will be the ones that turn their data assets into high-margin revenue streams. Retail got there first—but any industry with the right foundation and execution can get there next.
Recap
Media networks are no longer a retail-only play—they are the next major growth opportunity for any industry with strong audience data. As more companies recognize the value of ad-driven revenue, the competitive landscape will evolve quickly. Businesses that move early, invest in the right technology, hire experienced talent, and build trust with advertisers will lead this next wave of innovation.
The fundamentals are clear. A sizable audience, scalable ad infrastructure, strong performance measurement, and a diverse advertiser base are key to long-term success. Companies that get this right will create an additional revenue stream and their media network will become a core part of their business strategy, driving sustained profitability.
For decision-makers, the opportunity is now. Waiting means losing ground to more agile competitors. The companies that execute with precision today will be the ones defining the future of media networks in 2025 and beyond.
