New Year, New Game Plan: Where Retail Media Should Focus Early in the Year

5... 4... 3... 2... 1... HAPPY NEW YEAR!!

Hello readers & welcome to 2026 alongside me!

A new year always feels like a clean slate; new budgets, new goals, & a chance to do things a little smarter than last year. In retail media, what you focus on early can make the rest of the year way easier (& more effective).Q1 isn't about going all in, it's about setting yourself up to win when things get competitive later. Here's where retail media efforts should be focused as we kick off the new year.

1. Take a Step Back & Look at What Actually Worked

Before jumping into new campaigns, this is the time to pause & review.

Early in the year is perfect for:

• Looking at last year's performance by retailer & SKU

• Figuring out what consistently drove results vs. what just spent money

• Setting realistic benchmarks for ROAS, CPCs, & conversion & click-through-rates

  
  

Think of this as clearing the clutter before you build anything new.

2. Keep Your Core Products Covered

Even though traffic tends to slow down after the holidays, this isn't the time to go dark.

Q1 is ideal for:

• Keeping your top SKUs always-on in sponsored placements

• Protecting branded search from competitors

• Holding your ground in key categories

  
  

It's a lot easier (& cheaper) to maintain visibility now than try to win it back later.

3. Clean Up Your PDPs Before Traffic Picks Up

Retail media can drive the click, but your product page still has to close the deal.

Early in the year is a great time to:

• Refresh product images & titles

• Update A+ or enhanced content

• Make sure pricing, inventory, & reviews are solid

  
  

Fixing these things now pays off all year long, especially once spend & traffic increase.

4. Use Q1 to Test Without the Pressure

One of the best parts of early-year retail media? Less competition.

This is the time to:

• Test new placements or ad formats

• Expand keywords & try new bidding strategies

• Explore new retail media networks

  
  

You get real learnings without the stress (& costs) of peak-season competition.

5. Make Sure Media Matches the Bigger Picture

Retail media shouldn't live in its own bubble.

Early alignment should include:

• Making sure media plans support sales & inventory goals

• Focusing on products that matter most to the business right now

• Getting aligned with retail partners early in the year

  
  

When media supports the bigger strategy, results tend to follow.

6. Set Up Systems That Will Save You Time Later

Q1 is when teams usually have a bit more breathing room; use it.

This is a good time to:

• Lock in reporting & optimization routines

• Decide what success actually looks like for each retailer

• Set up automations where possible

  
  

The more solid your foundation is now, the easier it'll be to scale later.

Final Takeaway

The beginning of the year isn't about perfection; it's about preparation. Brands that use Q1 to get organized, test smart, & lock in strong fundamentals are the ones that see the biggest wins later on. Retail media momentum doesn't just happen. It's built early.

-Malorie Ragsdale, MBA.

Disclaimer: The views and opinions expressed on this website are solely my own and do not reflect the views or opinions of any affiliated organizations, employers, or other entities.