Instacart & Digiday: State of the Industry Report December 2025
The State of Retail Media: Expanding Reach via Offsite
Explore how brands are expanding their audience reach through off-site retail media advertising in the latest State of the Industry Report from Instacart and Digiday, featuring partner insights from WPP Media.
Retail media networks have historically limited ad placements to their own digital properties, but many have begun extending their ad offerings to off-site channels like social media, CTV, and more. This extension provides growth opportunities, expanded reach, and ability for retail media networks to turn into one-stop-shops that can deliver full-funnel marketing opportunities for marketers.
For this State of the Industry Report, Digiday and Instacart surveyed 141 brand and agency respondents in late 2025 to understand the current state of retail media, how marketers are expanding their audience reach, and what extensions into off-site retail media advertising mean for marketers.
Featuring insightful industry perspectives from Adam Silverblatt, Head of Off-Platform Strategy and Sales at Instacart, and Lauren Lavin, Executive Director of NA Commerce at WPP Media.
A peek into the findings
Today’s marketers see a growing opportunity with off-site media, but also face the challenge of a fragmented media landscape.
Of survey respondents said that their off-site media spend on retail media networks has increased since 2023
.jpg%3Fwidth%3D960%26auto%3Dwebp&w=3840&q=75)
Of survey respondents said they use four or more unique retail media networks
Of survey respondents stated that off-site media drives the highest ROI for their company