蘑菇AV

A nearly $1 trillion loss in a day signals market panic. Apple leads the fall, with ripple effects threatening AI growth, ad revenue, and cloud service pricing.

As retail media networks (RMNs) clamor for advertiser budgets, the channel鈥檚 measurement shortcomings are moving into the spotlight. Advertisers cite a lack of cross-platform standardization among their top RMN-related challenges, but an overcorrection on measurement could do more harm than good.

The phrase 鈥渞别迟补颈濒 apocalypse鈥� once dominated industry conversation, Ethan Chernofsky, senior vice president of marketing at Placer.ai said during the 蘑菇AV Summit on November 1.

Retail and consumer electronics are bracing for the biggest cuts. 40% of retail/ecommerce brands and 33% of consumer electronics advertisers in the IAB study anticipate budget reductions, with media & entertainment (28%) and automotive (26%) following close behind.

That will still only account for 10.5% of total US retail media sales, but it鈥檚 a significant increase from 6.6% in 2024.

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

B2B retail will rise through ecommerce and Amazon. New to our forecast is a breakout for the B2B retail industry. B2B digital ad spending for this segment is expected to grow 15.2% this year to exceed $2 billion. Less than 3% of digital retail ad spending is B2B-oriented, but the share is trending upward quickly. Most of the ad spending is with Amazon Business.

Retail media and ecommerce. Retail media is the fastest-growing ad category we track, and it is expected to remain that way through at least 2028. This year, we expect US retail media ad spending to grow by 26% YoY to $54.48 billion. It will continue growing at annual rates above 20% through 2028, when it will top $128 billion. Most holding companies have agencies devoted to this channel.

Help ad buyers understand how programmatic advertising is shaping ad spending trends in key channels, including digital video and retail media display ad spending. Help publishers and solution providers think through how they can capitalize on the near-term trajectory of programmatic ad spending.

Acquiring Vistar and Blis strengthens its ad capabilities, but turning its mobile data advantage into ad dominance won鈥檛 be easy鈥攅specially in a market controlled by digital giants.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

Retail Economics. SAS. TikTok. Toluna. YouGov.

Retail Economics. Talker Research (formerly OnePoll). TikTok. Toluna. UserTesting.

Marketers are already invested in search advertising; 62.2% of US retail media ad spend will go to search this year, per our March 2024 forecast. That鈥檚 a place marketers should keep investing in as image-based search makes searching in marketplaces even more useful for consumers. 5. CEOs are taking steps to ensure responsible AI use鈥攂ut there鈥檚 room for improvement.

So we of course keep a close eye on retail media ad spending, and there are some developments in that space that I think stand to have a really significant impact on the creator economy and social commerce more broadly.

How can ad buyers calibrate their ad spending and budget allocations against average for their industry, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

Tariffs on Chinese goods could hurt Google, Meta: Chinese retailers Temu and Shein are two of the companies鈥� top ad spenders.