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# Retail media networks refocus ad growth on owned sites and apps
- URL: https://www.medianexis.com/retail-media-networks-refocus-ad-growth-on-owned-sites-and-apps/
- Published: 2026-10-13T00:20:48.000Z
- Updated: 2026-10-13T00:20:49.000Z
- Description: The Drum’s Kiri Masters reports that retail media networks, under pressure to grow ad revenue, are re-concentrating on their own websites and apps rather than chasing off-site and in-store expansion.
- Author: The Signals Desk
- Tags: Retail-media, AI, Kiri Masters, Kiri Masters op-ed on retail media focus

**Why it matters.** If AI shopping assistants bypass retailer sites and apps, retail media networks lose the on-site inventory their current growth strategy depends on.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=medianexis.com) *·* [*Kiri Masters*](https://www.medianexis.com/tag/by-kiri-masters/) *·* [*read the original*](https://www.thedrum.com/opinion/kiri-masters-should-retail-media-get-back-to-what-it-does-best-1?ref=medianexis.com)*.*