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And for anyone in our audience who doesn't live and breathe retail media, I'll note that these two powerhouses make up more than 80% of all spending on retail media. (12:06):. So if we read between the lines, the softening of growth sort of signals the upper limit of on-site ad monetization where the majority of retail media ad revenue still comes from.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

Ad revenues for digital pure players in retail media, social media, search, digital audio, and digital video are still expected to grow nearly 10%, reaching $293 billion. Retail and search ad formats will also grow 10% to reach $167 billion, and social media formats will grow 11% to $92 billion.

US omnichannel retail media ad spend will hit $129.93 billion in 2028, according to our forecast, up from $54.85 billion this year.

鈥淧eople are always talking about retail media, but no one is talking about this retail media consumer that is comfortable doing things in-app,鈥� she said. Exchanging ad interruptions for free content. Advertising within mobile games can give brands repetitive exposure to consumers.

CVS Media Exchange (CMX) announced yesterday the beta launch of a new self-service offering in collaboration with The Trade Desk. The offering includes enhanced audience targeting, transparent ad pricing, the ability to activate media through its data service provider, and improved performance insights.

In part two of this two-part podcast episode, we discuss some more predictions for 2024 that are too specific to be 100% certain about but could still come true, including: what happens next when measuring retail media, Starbuck's drone delivery pilot, and how the publisher/AI relationship will play out. Tune in to the discussion with our vice presidents of content Suzy Davidkhanian and Paul Verna and analyst Max Willens.

Retail media measurement is more important than ever.

Earlier this year, Best Buy partnered with CNET to expand advertisers鈥� reach among high-intent shoppers. This is a part of a larger trend where retail media networks (RMNs) team up with outside partners to expand their ad capabilities.

Retail media鈥檚 off-site expansion should provide an (indirect) tailwind. The incremental digital dollars that are expected to flow into retail media over the next several years may provide web publishers with an indirect benefit.

Walmart expanded its retail media offering to linear TV (using QR codes) through its partnership with NBCUniversal. The retail giant also completed its acquisition of Vizio, paving the way for a much larger CTV ad offering that could include shoppable ads. Instacart launched shoppable ad formats on YouTube and Roku, expanding its off-site advertising offerings.

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.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.

With the success of retail media playing out under the looming shadow of third-party cookie deprecation, retailers are well positioned to make a case for the value of their data for non-endemic brands.

Albertsons adds non-endemic ads: Retail media expands its ambitions as the category matures.

US in-store retail media ad spend will total $370 million this year. But as the channel expands, oversaturating stores with ads can cause tension between retail media teams, which focus on maximizing ad dollars, and merchants, which focus on the store as a whole. Online advertising and in-store advertising are not two distinct channels, but instead work together.

From CTV to TikTok to Retail Media

Retail media networks deliver 183% higher engagement, but with tradeoffs: Viewability and strategic ad placement are key, says new DoubleVerify report.

Key stat: By 2028, in-store retail media spend will reach over $1 billion but will make up less than 1% of total omnichannel retail media ad spending.