Retail media solutions in an evolving market (2025 update)
This blog post was updated in 2025 to reflect the latest information.
Back in 2023, with record-high inflation rates, it was no news that recession is affecting the online advertising industry and many retailers wondered how to stay afloat. As we reflect on the retail media trends of 2024 and look ahead to 2025, it's clear that the landscape has undergone significant transformation. The focus has shifted from immediate inflation concerns to leveraging innovative technologies and strategies to maximize the potential of retail media networks (RMNs). Retail Media in Europe grew 4x faster than the total ad market in 2023, boasting a growth of 22.1% (IAB) and is projected to reach €31 billion by 2028.
However, apart from savvy management of resources and attention to market trends and predictions, is there anything retailers can do to stay ahead of the curve and reach their targets?
The answer is one that may not at first glance be obvious: leveraging ad-filtering users – users who employ ad-blocking software but are open to seeing some light, nonintrusive ads during their browsing experience.
It's natural to think that connecting with users who employ ad-blocking software may appear challenging, and perhaps even an uphill task given it involves unlocking a portion of monetizable audiences. However, this seemingly small group – known as ad-filtering users – holds surprising value and can be reached with relative ease. What's more, retailers have a unique opportunity to improve these users' online experience and engage with them in a meaningful way.
Unlike traditional online users, or ad-blocking users even, ad-filtering users exhibit distinct purchase behaviors that make them a valuable demographic for retailers, advertisers and marketers alike. These users are typically younger and more likely to be purchase decision-makers in key industries such as finance, technology, and automotive, with approximately 16% higher likelihood compared to non-ad-filtering users.
Interestingly, ad-filtering users are not entirely averse to advertisements either; they are open to seeing nonintrusive ads that don't disrupt their browsing experience. In fact, when exposed to consented ad formats, these users become more 'ad aware,' showing increased receptivity and engagement with brand messaging. This heightened awareness translates to better ad recall, with studies showing an 82% increase in aided ad recall for ads displayed on low-cluttered pages (Magna and eyeo 2023).
So why should retailers should leverage ad-filtering users?
As of 2025, 400 million ad-filtering users have ad blockers on their devices but do not engage in all-out blocking methods. In fact, it’s worth noting that they consent to see some ads and are often aware of the value exchange necessary in order to keep the internet free and accessible. They do this via standards like Acceptable Ads that serve nonintrusive, non-cluttered advertisements to consenting users.
Big retail media networks are also very popular among ad-filtering users. When asked by GWI what website or app they used in the last month, Amazon was visited by 89 percent of the ad-filtering users, Walmart by 71.4 percent, eBay by 53.7 percent and Etsy by 36.1 percent of the ad-filtering users in the US, which is much higher than the percentages found in the general population (2023 data).
This is important for retailers, because if so many ad-filtering users are already on their site, then it makes sense for them to leverage this unique opportunity by partnering with Acceptable Ads and boost revenue. Working with Acceptable Ads also increases the size of the addressable user base, with millions of ad-filtering users seeing Acceptable Ads.
Furthermore, it is crucial for retailers to offer a better user experience to remain competitive in 2025, when consumers pay more attention to which brands their money goes to—it’s not just about who has the best deal, but also how you are reaching users. Less ad density on pages and a better experience can make brands positively stand out when users start getting more picky.
By delivering non-intrusive, relevant ads to an overlooked segment of customers who value ad control, retailers can enhance the customer journey, boost revenue through higher engagement and spending, all with zero integration effort.
Several companies offer this access through established integration with publishers, platforms and ad-networks such as Criteo, Taboola and Outbrain and have increased publisher revenue through Acceptable Ads. Click here to find out more.
Image by drobotdean on Freepik
