Behind the Numbers: Emarketer Podcast

Episode: The Great BTN Bake (Take) Off — Commerce Media Trends for 2026: Restructuring Teams & Hard Launching In-store Retail Media

Date: January 21, 2026
Host: Susie Deva Kenyon
Guests: Ariel Fager (Senior Analyst), Sarah Marzano (Principal Analyst)

Episode Overview

In this dynamic episode of Behind the Numbers: Reimagining Retail, host Susie Deva Kenyon and analysts Ariel Fager and Sarah Marzano dive into two major commerce media trends shaping 2026: the internal restructuring of retail media teams and the bold expansion of in-store retail media. Through a playful "bake-off" format, the panel dissects how these trends will reshape organizations, transform store experiences, and define new measurements for success—revealing why both trends are essential for the future of retail.

Key Discussion Points & Insights

1. Round 1: Setting the Stage — Big Ideas (00:43–03:49)

Sarah's Trend: Internal Restructuring of Retail Media Teams

• The Big Idea: As retail media shifts from e-commerce to physical stores, retailers will restructure teams, bringing retail media closer to operations like merchandising, loyalty, and commercial functions.
  • Quote [01:34]:
    “Retailers are restructuring their retail media teams to bring them closer to their core operations... More retailers are realizing that cracking in-store retail media is going to be a non-negotiable part of scaling, and that’s making things more complicated.” — Sarah Marzano

Ariel's Trend: Hard Launching In-store Retail Media

• The Big Idea: 2026 will see retailers move from “wait and see” to “all in” on in-store retail media via eye-catching takeovers and experiential activations.
  • Quote [02:49]:
    “Retailers are going to focus on hard launching their in-store retail media capabilities... through in-store takeovers... We’re really going to see that start to take shape.” — Ariel Fager

2. Round 2: Technical Deep Dive — How These Trends Will Play Out (03:49–21:02)

Sarah’s 4 Key Predictions for Restructuring (04:19–10:48)

1. Retail Media Moves Closer to Merchandising

   • Teams will integrate with pricing, assortment, and promotional functions, aligning advertising with how categories are managed and sold.
   • Real-life signals: Grocers like Kroger and Albertsons reorganizing teams.
   • Quote [04:19]:
     “Bringing media closer to merchandising is going to help align ads with how categories are actually planned and executed.” — Sarah Marzano

2. Cross-functional Incentives

   • Current ad-revenue-only KPIs reinforce organizational silos. Future success will blend ad revenue with broader commercial impact and category growth.
   • Quote [06:12]:
     “Success is going to be defined less by ad revenue alone and more by things like category growth and broader commercial impact.” — Sarah Marzano

3. In-store Retail Media Will Drive the Organizational Change

   • Retailers with large physical footprints will lead in integrating in-store monetization, demanding tight merchant/store ops collaboration.

4. Growing Internal Credibility for Retail Media Teams

   • Broader organizational buy-in will result from restructuring, leading to stronger resource investment and faster decision-making.
   • Quote [09:26]:
     “Retail media will gain more credibility inside of their organization... as we see these organizational changes roll out, we're going to see that confidence gap start to close.” — Sarah Marzano

Ariel’s Key Predictions for In-store Media Expansion (10:48–15:23)

• Turnkey Takeover Packages [10:50]

  • Retail media networks like Best Buy already offer full-package in-store displays—digital walls, checkout screens, interactive features—allowing brands to make a “big splash.”

• Creative, Experiential, and Out-of-Store Activations

  • Example: Oreo/Kroger crosswalks, offering QR codes and store offers via outdoor visuals.
  • Example: Dollar General + Recess community events for niche shopper engagement.
  • Quote [12:02]:
    “We're going to start to see... creative ways of making your brand known throughout the store and then incorporating those elements like shoppable QR codes...” — Ariel Fager

• Trend Evolution:

  • From pilot “quiet” executions to splashier, highly concentrated campaigns—meant to show off developed ad formats and internal teams’ work to both external brands and internal leadership.

Measurement and Attribution Challenges (14:28–17:49)

• Incrementality & Closing the Loop

  • Difficulty tracing store activations to purchases and proving incrementality.
  • Albertsons' new measurement tool is cited as industry progress.
  • Quote [15:23]:
    “Retail media networks are still working on... not only tie the sale to the in-store activation, but also to show that it’s incremental, which is what everyone wants to know.” — Ariel Fager

• Industry Benchmarking & Standards

  • IAB and others devising standards for in-store impressions and attribution.
  • Complexities abound: Some formats (like smart carts) allow one-to-one attribution, others (like in-store audio) have fuzzier impact.
  • Quote [16:07]:
    “There are all different types of formats for in-store retail media... and they're going to demand similar results from their in-store investments.” — Sarah Marzano

Best Practice: Surface & Format Optimization (17:49–21:02)

• Layered Approach Over One-Size-Fits-All
  • The shopping context dictates which media surfaces make sense (e.g., smart carts in grocery, app connectivity in big box).
  • Aim: Enhance, not distract, from the shopper experience.
  • Quote [20:42]:
    “There isn't one playbook for in-store. What's going to be important is for retailers to think through: What is our in-store environment like and what are the technologies and surfaces that could actually enhance our consumer shopping experience?” — Sarah Marzano

3. Round 3: Closing Arguments — Why Each Trend Is the One to Watch (21:02–23:31)

Sarah’s Case for Restructuring (21:24)

• Retail media top-line numbers are impressive, but the potential is concentrated (mainly Amazon, mainly e-commerce).

• The real unlocking of value requires successful in-store expansion, and that organizational restructuring is the necessary enabler.

  • Quote [21:24]:
    “Moving into in-store is not just a retail media problem, it’s an organizational one. And that’s why we have to restructure these organizations to build for that future success.” — Sarah Marzano

Ariel’s Case for In-store Launches (22:18)

• With over 80% of commerce still happening in physical stores, in-store retail media is the critical opportunity.

• Success in 2026 depends on delivering store media experiences that work for both shoppers and advertisers.

  • Quote [22:18]:
    “To secure the confidence of both internal and external stakeholders, retailers are really going to have to bring it this year and really try to make the in-store retail media experience work.” — Ariel Fager

4. Synthesis & Verdict (23:28–23:32)

• The panel and host agree: These trends are inseparable. Internal restructuring and in-store expansion must go hand-in-hand for retail media’s next chapter.
  • Quote [23:30] (Susie Deva Kenyon): “I don’t think the trends can happen in a silo and they have to go together... everything is so intertied.”

Memorable Moments & Quotes

• Sarah Marzano [01:34]: “Most retail media networks were built really quickly and in silos... but cracking in-store retail media is going to be a non-negotiable part of scaling.”

• Ariel Fager [02:49]: “It would be completely insane for retailers to ignore [in-store], since over 80% of purchases still take place there.”

• On Incentives [06:12]: “If [KPIs] sits completely separately from margin or sales goals, then it becomes a zero-sum game.” — Sarah Marzano

• On Measurement [15:23]: “Everyone wants to know: how do you not only tie the sale to the in-store activation, but also show it’s incremental?” — Ariel Fager

• Layered Media, Not Either/Or [20:42]: “There isn’t one playbook for in-store... What are the technologies and surfaces that actually enhance the consumer shopping experience?” — Sarah Marzano

Notable Timestamps by Division

• Introduction & Setup: 00:05–03:49
• Sarah’s Organizational Restructuring Trend: 01:34–10:48
• Ariel’s In-store Takeover & Expansion Trend: 10:48–15:23
• Measurement & Channel Attribution: 14:28–17:49
• Best Surface & Experience Debates: 17:49–21:02
• Closing Arguments: 21:02–23:31
• Consensus/Verdict: 23:28–23:32

Summary Takeaways

• 2026 will be about breaking down silos, cross-functional incentives, and integrating retail media into retailers’ commercial cores.
• Bold in-store retail media activations will shift from pilots to concentrated, measurable investments, unlocking value where most sales occur.
• Measurement and attribution remain a challenge, but are evolving with industry focus and new tools.
• Success will require layered, contextually relevant strategies—no single format wins.
• Ultimately, only by combining organizational overhaul with ambitious in-store investment will retailers realize the full promise of commerce media.

For anyone looking to understand where retail media is headed, this episode provides both strategic frameworks and actionable examples, all delivered in an energetic, debate-style format that keeps insights accessible and lively.