Retail media networks (RMNs) like Amazon Ads, Walmart Connect, and Target’s Roundel are experiencing unprecedented growth. According to EMARKETER projections, Amazon commands three-quarters of all retail media spend, with Walmart claiming another 7 percent. Digital advertising is projected to outpace all other media channels in 2025, with retail media expected to lead growth at 21.9 percent year-over-year .
While advertisers and platforms celebrate retail media’s profitability, there’s a valuable opportunity to revisit and refine the user experience, ensuring it remains relevant, respectful, and effective. Instead of overwhelming users or risking disengagement, retail media can deliver ads that align more closely with shopper needs and preferences.
This shift isn’t about assigning blame, but about recognizing a turning point: user expectations are changing. Retailers and platforms alike can embrace this moment to foster experiences that balance revenue success with consumer trust, making retail media not just profitable, but sustainable and user-centric.
Enter the Acceptable Ads Standard
The Acceptable Ads Committee (AAC) provides a path forward. Originally developed to create a better web experience for users who filter ads, the AAC Standard outlines clear, actionable principles for respectful advertising. It’s already being adopted across browsers, ad blockers, and publishers—and its relevance to retail media is growing by the day.
The AAC Standard is built on the idea that advertising can exist in harmony with the user experience. It prioritizes:
- Non-intrusive formats that don’t disrupt content or workflows
- Clear labeling so users can distinguish ads from organic content
- Separation from native content, maintaining trust and transparency
- User control, including opt-in or opt-out capabilities
These aren’t theoretical ideals. They are proven to reduce ad fatigue and increase engagement, especially among users who would otherwise block all advertising.
From Formats to Principles: Rethinking Retail Media
But even strong standards like Acceptable Ads must evolve to meet the unique demands of retail environments. Shoppers aren’t browsing for entertainment – they’re making decisions. And every ad shown should either support that process or get out of the way.
The future of retail media lies in moving beyond format checklists to adopt a principles-based model. We need to focus not just on what the ad looks like, but how it fits into the overall user journey. That means:
- Respecting user intent and minimizing friction
- Enhancing relevance without overstepping privacy
- Supporting content and commerce without undermining trust
We envision a retail media experience that balances commercial goals with user-first design—not just because it’s ethical, but because it’s effective.
Let’s Redefine What’s “Acceptable”
The Acceptable Ads Committee is actively exploring how to refine and expand the standard to better serve high-intent environments like e-commerce. The goal is to move toward a holistic definition of ad acceptability – one that considers the entire journey, not just individual placements.
We’re not just refining ad specs. We’re redefining what a great shopping experience looks like in an ad-supported world.
How You Can Help
We want to build the bridge between ad-filtering users and retail media networks. But to do that, we need your voice.
What would a truly respectful and effective ad experience look like in your platform, your store, or your app? How can the Acceptable Ads Standard better support your goals without compromising the user experience?
This is your chance to shape a smarter, more balanced future for retail media, one that values trust as much as targeting.
Let’s get it right. Reach out, share your perspective, and help us evolve Acceptable Ads to meet the moment.
Photo by Justin Morgan on Unsplash