Retail media is booming—and Innovid is making sure it’s not confined to a single screen or silo.

In its latest Feature Beat update, Innovid unveiled a suite of enhancements designed to elevate retail media networks (RMNs) and the brands that advertise through them. From shoppable creative formats to self-service campaign execution and incrementality-driven measurement, the updates reflect Innovid’s mission: to turn retail data into full-funnel, multi-screen performance.

The timing is spot-on. According to Mediaocean’s upcoming H2 Market Report, more than a third of marketers plan to increase their RMN ad spend in the second half of 2025. Innovid is positioning itself as the go-to platform to meet that demand—integrating RMNs into the broader media mix and making every screen a retail channel.

“Retail media success relies on alignment between retailers and brands,” said Simeon Powers, Senior Director of Strategy at Innovid. “That starts with shared tools, data, and creative flexibility.”

What’s New for Retail Media Networks and Brands

Cross-Screen Retail Activation

RMNs are no longer bound to onsite placements. Innovid now enables brands to extend retail audience insights into CTV, social, and display, allowing for personalized, performance-driven messaging across the entire buyer journey.

This integration makes it easier for marketers to blend retail data with upper-funnel storytelling—unlocking greater efficiency and impact beyond the retailer’s walled garden.

Self-Service Campaign Tools for RMNs

Retail media networks now get white-labeled campaign UIs, designed specifically for RMN workflows. These tools offer:

• Creative automation for brand and co-branded templates

• High-quality asset spec matching

• Third-party platform integrations for seamless campaign management

RMNs can now build, run, and optimize campaigns at scale, while keeping execution in-house.

Performance-Ready Creative – Built to Convert

From shoppable connected TV (CTV) to dynamic product feeds in display ads, Innovid is rolling out turnkey creative formats that are ready to drive results:

• Add-to-cart integrations across CTV, video, display, and mobile

• QR code generation with real-time reporting

• Dynamic creative optimization (DCO) powered by real-time data feeds (e.g., inventory levels, SKUs, promotions)

These formats turn passive impressions into active purchase opportunities—meeting consumers where they are and nudging them toward checkout.

Incrementality & Unified Measurement

Proving that retail media works just got easier. Innovid’s platform now supports:

• Unified reporting across onsite and offsite activations

• Audience deduplication to eliminate frequency waste

• Incrementality metrics to show true lift and performance beyond a brand’s existing media mix

This is a major win for marketers and RMNs alike, providing clear ROI insights and smarter signals for reinvestment.

Retail media is no longer just an ecommerce sidebar—it’s becoming a central pillar of omnichannel strategy. But fragmentation has held the category back.

Innovid is aiming to break those silos, offering a single platform that lets retailers and brands collaborate, create, and measure in sync. With this latest round of updates, Innovid is turning retail media into a fully integrated, full-funnel growth engine—one that works on every screen, with every shopper, at every stage.

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