Commerce media continued its growth trajectory this year, with ad spend up 19.4% year over year, reaching nearly $59 billion, according to Emarketer.
In the midst of that growth, retailers have been bolstering their offerings, inking new partnerships, and acquiring the tech they need to fit a rapidly evolving commerce media landscape.
ADWEEK spoke to two high-level retail media practitioners, a consultant, and an analyst to outline the biggest deals of 2025 and what they mean for 2026.
DoorDash buys Symbiosys
All four of the experts that ADWEEK spoke to for this story highlighted DoorDash’s $175 million acquisition of retail media adtech company Symbiosys in June as one of the most important deals of 2025.
