Pets Are Leading the Pack on Retail Media

Pet Supplies Led Retail Media’s Top Advertiser Rankings

Pet Supplies stood out as one of retail media’s most active categories in 2025. In fact, three of the six largest advertisers across all of retail media were pet brands - a larger representation than any other category at the top of the rankings.

Purina PetCare led all advertisers with 6B impressions in 2025, including campaigns across 18 retail media networks (RMNs) spanning pet stores, big box retailers, grocers, and delivery platforms.  

The category’s outsized presence in the top rankings highlights how retail media has become a key battleground for pet brands.

Facebook Dominated Pet Care Retail Media, but Strategies Varied Widely

Among the top pet care advertisers, Facebook was often the channel of choice in 2026. More than half of the top eight brands allocated over 40% of their impressions to the platform, establishing a relatively consistent playbook among the category leaders.

Further down the rankings, strategies became more diverse. Freshpet and Basepaws ran roughly 90% of their impressions through Amazon OnSite Display, using the platform as a direct conversion tactic. Nexgard took a different approach, earning nearly half of their impressions on OTT through a feature in a Chewy pharmacy campaign.

Pet Brands Found Different Homes Across Retail Media

Through April 2026, Chewy and Amazon captured the largest share of Pet Supplies retail media impressions. Across most RMNs, no single brand established a dominant presence, highlighting the competitive and fragmented nature of the category

Purina PetCare stood out for its breadth, maintaining a meaningful presence across nearly every top RMN, while other competitors focused their efforts on a shorter list of partners. Hill's Pet Nutrition, for example, earned the #1 SOV at PetSmart from Instagram ads for its Sensitive Stomach & Skin line, while maintaining a far smaller presence elsewhere.

Pet Supplies Advertising at Walmart Reached a New High

Pet Supplies impressions at Walmart more than doubled MoM in April 2026, reaching their highest level in more than three years (253M).

The surge was driven by a pair of campaigns with very different objectives. Delectables led the growth with an impression increase of +528% MoM through an OnSite Display push for their Gravy product. At the same time, Walmart ran a Facebook campaign promoting their Express Delivery service, using Blue Buffalo as the anchor for messaging around 30-minute delivery.

Together, the two campaigns highlight how pet brands can gain exposure from both product-focused advertising and broader retailer messaging.

Are you ready to see how your competitors are investing in retail media networks? Retail Media Insights provides marketers with complete visibility into the co-branded digital advertising ecosystem and retail media networks. This monthly highlight provides only a small sample of the potential insights and use cases. Learn more by requesting a demo below.