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.
UK retailers are leading the charge on in-store retail media, thanks to their already extensive digital screen networks. Here鈥檚 what brands and retailers worldwide can learn from the digitization of UK stores.
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.
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 retailmedia 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.
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.