From seismic shifts in digital discovery to the evolving relationship between data and media, 2025 sparked bold thinking and emerging trends across retail, marketing, and consumer behavior. Here are five standout articles from the year.
The Outcome sits down with The Trade Desk’s Trina Dhar to discuss how sales data is becoming central to programmatic and full-funnel media. As measurement moves beyond clicks and impressions toward real business outcomes, the integration of Attain purchase signals into ad decisioning tools represents a meaningful shift in how advertisers optimize performance.
Read it here: https://www.theoutcome.com/articles/the-trade-desk-on-leveraging-sales-data-across-the-entire-funnel
Rather than repeating the usual hype around artificial intelligence, this article takes a grounded look at AI’s real impact on retail media. The Outcome spoke with commerce media expert Andrew Lipsman who argues that AI risks amplifying waste and opacity in ad buying, and challenges marketers to focus on outcome-based signals to capture meaningful ROI from AI investments.
Read it here: https://www.theoutcome.com/articles/how-ai-will-change-retail-media
This piece explores how retailers are closing the gap between physical and digital shopping with smarter, connected experiences. Using Attain data, this article highlights brands that are successfully merging online convenience and in-store engagement.
Read it here: https://www.theoutcome.com/articles/retailers-are-building-a-better-phygital-bridge
Knockoffs and “dupes” may seem superficial, but they reveal deeper truths about consumer priorities. This article breaks down how affordability, social discovery, and identity play into dupe consumption and how brands can respond. Based on Attain consumer insights, it shows that while lower price matters, authenticity still holds sway for many shoppers.
Read it here: https://www.theoutcome.com/articles/the-rise-of-the-dupe-what-knockoffs-reveal-about-modern-consumer-behavior
Few categories are as competitive as online sports betting. This data-driven showdown using Attain’s Premium Insights platform breaks down how major platforms like FanDuel, DraftKings, and BetMGM compete for frequent, high-spending bettors who often use multiple apps at once. The analysis highlights just how much lifetime value is at stake, why promotions drive constant switching, and what separates casual players from the most loyal (and lucrative) users.
Read it here: https://www.theoutcome.com/articles/category-showdown-sports-betting
