Connected TV (CTV) is already a wild west of providers, platforms, and inventory. Add retail media networks (RMNs) into the mix, and measuring success becomes even more complicated.
But while social networks will account for nearly a quarter of total US media ad spending, digital audio services will represent just 1.8%. The disparity is partially explained by the popularity of digital audio platforms鈥� ad-free subscriptions, which are unavailable on major social platforms. But social platforms鈥� early prioritization of automation in ad serving and buying also factors in.
Retail media鈥檚 rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.
The size of the alcohol retail market. Consumer shopping behavior in the sector. Global consumption trends. Click below to view our full forecasts featured in this report:. US alcoholic beverage industry digital ad spending. US alcohol off-premise physical retail sales. US alcohol off-premise retail ecommerce sales.
The news: Digital advertising had a strong showing in Q1 2025, with major platforms reporting growth across search, social, streaming, and retail media. But looking ahead, macroeconomic headwinds鈥攑articularly tariffs and regulatory action鈥攁re clouding the outlook.
Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.