### The Current State of Unified Retail Media BuyingA new report produced by Koddi in collaboration with RetailX reveals a pronounced demand for integrated retail media solutions among advertisers. According to the study, 94% of advertisers seek the ability to activate onsite, offsite, and in-store campaigns from a single platform, demonstrating a shift toward holistic and seamless retail media operations. Additionally, 69% prefer to transact through retailer-controlled platforms, which highlights the growing priority assigned to retailer-owned first-party data.The report reflects changing investment patterns within retail media. Social media leads offsite ad spend, but 66% of surveyed advertisers are raising investments in shoppable video and immersive, TikTok-style formats, and 52% are redirecting funds to streaming, targeting an increasingly fragmented audience. Despite this channel diversification, brands consistently express that measurement and attribution remain the top challenges. Transparent performance benchmarks and consistent attribution models are essential, as nearly 40% struggle with cross-platform result comparisons. This need for accurate measurement and clear attribution is critical for effective campaign management, and understanding how various data sources can be used to achieve robust insights is essential. For more on common mistakes in product feed uploads, see [Common Mistakes in Product Feed Uploads - NotPIM](/blog/common-mistakes-in-product-feed-uploads/).The research also emphasizes strong advertiser interest in curated deals—packages that combine retailers’ first-party data with publisher inventory, delivered through new data-driven DSP integrations. This trend marks a transition from traditional demand-side platforms (DSPs) or direct publisher deals toward retailer-led data and audience curation, increasingly positioning retailers as vital nodes within the ad supply chain. Understanding the intricacies of various data formats, like CSV or XML, is vital for smooth integration. For a more in-depth look at how to structure product data for CSV, see [CSV Format: How to Structure Product Data for Smooth Integration](/blog/csv-format-how-to-structure-product-data-for-smooth-integration/).### Why This Trend Is Transformative for E-Commerce Infrastructure#### Impact on Product Feeds and Catalog Management... (rest of the article remains unchanged)### Conclusion: Unified Retail Media as a Strategic PriorityThe findings from the RetailX-Koddi study capture a pivotal inflection point for the retail media sector. Unified buying capabilities—powered by high-quality data infrastructure, advanced content management, and seamless platform integration—are transitioning from nice-to-have to non-negotiable. This movement is compelling both retailers and brands to invest in scalable, automated, and data-driven processes across their entire product and content supply chain. For a deep dive into how product feeds are used, you can read our article on [Product feed - NotPIM](/blog/product_feed/).Measurement challenges, shifting investment priorities, and the rise of no-code and AI-driven tools are redefining the practical requirements for participation in retail media at scale. For e-commerce operators, these trends reinforce the imperative to modernize content infrastructure, prioritize catalog completeness, and embrace automation as the foundation for omnichannel retail success.Further reading: CMO Room, Adtelligent.NotPIM perspective: This shift towards unified retail media buying highlights the crucial role of robust and accurate product data. The need for standardized, high-quality product feeds and efficient catalog management directly aligns with the challenges that NotPIM addresses. Businesses navigating this evolving landscape will benefit from solutions that streamline data preparation and ensure seamless integration across all relevant channels. The complexity of modern retail media necessitates automation—a capability that NotPIM provides to its clients.