The RMN Boom: Full-Funnel Opportunities Advertisers Can’t Ignore

Retail Media Networks (RMNs) are no longer a niche experiment—they’ve become a central force in modern advertising strategies. According to Nielsen’s 2025 Annual Marketing Report, 65% of marketers worldwide now see RMNs playing a growing role in their media mix, with adoption highest in North America (74%) and steadily expanding across APAC and Europe.
But what makes RMNs so compelling for advertisers today? And how can merchants, brands, and advertisers in the LinkHaitao network take advantage of this momentum? Let’s break it down. 

Why RMNs Are Rising in 2025

Retail media has quickly evolved beyond Amazon and Walmart. As Nielsen notes, specialized RMNs are thriving across industries—travel, finance, and even ride-sharing apps—by leveraging their first-party data to deliver targeted advertising opportunities.
What’s driving this boom?
●Ad Spend Efficiency: With over half of global marketers planning to cut ad spend in 2025, RMNs offer a cost-effective way to reach high-intent shoppers.

●Closed-Loop Measurement: RMNs provide direct visibility into how ads influence purchases, reducing wasted spend.

●First-Party Data Advantage: With third-party cookies disappearing, RMNs give brands privacy-compliant access to valuable consumer insights.

Full-Funnel Potential: Beyond Conversions

Initially, RMNs were seen as bottom-funnel tools designed to drive quick sales. But Nielsen’s data shows a shift: advertisers are now using RMNs across the full consumer journey.
●Top of Funnel: Boosting brand visibility, testing product launches, and reaching untapped audiences.

●Mid Funnel: Supporting brand campaigns with highly contextual placements.

●Bottom Funnel: Driving conversions at the point of purchase.

This shift unlocks new opportunities for advertisers to build awareness, nurture interest, and convert—all within the same ecosystem.

Challenges to Navigate
While RMNs offer big potential, they also add complexity. Nielsen highlights concerns around measurement transparency, as many RMNs require in-platform attribution tools that make it difficult to compare performance across channels. Advertisers should consider:
●Using third-party measurement solutions for reliable, cross-channel analysis.

●Testing RMN campaigns alongside influencer and affiliate partnerships to diversify results.

●Aligning expectations internally to avoid siloed reporting and missed opportunities.

How LinkHaitao Helps Advertisers Win in RMNs
At LinkHaitao, our network connects brands with high-performing affiliates, influencers, and publishers globally—including the US, UK, Canada, Europe, and APAC. For advertisers exploring RMNs, this means:
●Seamless expansion: Combine RMN activations with partnership marketing to create a full-funnel approach.

●Global reach: Tap into diverse audiences beyond local RMNs, unlocking growth in APAC and Western markets simultaneously.

●Performance-driven results: Leverage affiliate partnerships that complement RMN campaigns, balancing efficiency with scale.

Final Takeaway
The retail media boom isn’t slowing down. With 65% of marketers prioritizing RMNs in 2025, advertisers who embrace them as full-funnel platforms will gain a competitive edge. By combining RMNs with LinkHaitao’s affiliate, influencer, and publisher partnerships, brands can build more resilient, measurable, and growth-focused strategies across global markets.
Now is the time to rethink retail media as more than just a conversion tool—it’s a full-funnel opportunity.