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While the retail media opportunity is massive, it requires reaching consumers across a growing number of channels and adapting in real time. Google鈥攚hich receives billions of searches daily鈥攃an help capture new demand, and turn that demand into purchases, by bringing in valuable first-party data to a brand鈥檚 retail media program.

See our latest industry KPIs for retail media.

Though there鈥檚 still a ways to go, retail media is evolving toward a system that鈥檚 media- and retailer-agnostic, offering unfettered visibility and optimization potential, increased transparency, and better outcomes for retailers, advertisers, and consumers.

For the second half of 2023, US retail media ad spending will reach $46.38 billion, per Insider Intelligence鈥檚 forecast. Meanwhile, connected TV (CTV) ad spending will also post growth of 20.0%. In response, marketers in 2024 will create dedicated retail and media strategies to leverage retail data sets in CTV.

As a retail media network (RMN) builds out its data collaboration platform reducing risk should be top of mind. To safeguard user data, RMNs can implement a data clean room and other privacy enhancing technologies to create a trusted environment and propel growth.

Google鈥檚 share of the total search ad market is declining thanks to the rise of retail media. But its share of the traditional search market (which excludes retail media search ad spending) is actually increasing, per our forecast. Perplexity is currently the only major AI-first challenger to monetize with ads.

尝辞飞别鈥檚 retail media network rebrand isn鈥檛 signaling a new identity, but a confirmation of the relationship it's built with its advertising partners.

They're exploring machine-to-machine marketing, bigger influencer budgets, and retail media opportunities. Marketers are challenging Gen Z assumptions with new research. Why it mattered: This year, marketers have raced to learn more about younger consumers and how to best appeal to Gen Z sensibilities.

Ad performance risk: With fewer human shoppers browsing, retail media and search ad traffic could dip鈥攊ntensifying competition for premium placements near agent-generated results. Content overhaul: Standard product detail pages may lose influence if AI鈥攏ot humans鈥攊s driving decisions, forcing retailers to rethink how they present and structure product content.

Digital ad spend grows in Q2 2024, says Skai: Retail media leads with 21% YoY increase, despite higher CPC and CPM across channels.

In August, brands got physical, with Olipop entering a new stadium, Nordstrom inking a deal with Rihanna, and Walmart growing with nonendemic retail media opportunities. Others took a more digital approach, making shopping more seamless on social media sites and AI-powered search. Here are the moves that made our analysts name eight brands to our unofficial most interesting list in August.

Commerce media is knit together by the use of first-party commerce data to power targeted advertising. But beyond that foundation, the strengths, use cases, and challenges can vary depending on the vertical.

As consumers turn to social and retail media for discovery over traditional search engines, marketers face a shifting omnichannel advertising landscape. Effective strategies and the right measurement partners are crucial for optimizing cross-platform efforts and gaining holistic campaign insights.

尝辞飞别鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service 尝辞飞别鈥檚 Media Network and plans to launch four new channels this year.

Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers鈥� and retailers鈥� go-to-market strategies.

The triumvirate of retail media, social, and AI will undercut traditional search. Financial media network (FMN) launches will surge as financial institutions (FIs) chase ad dollars. Mounting pressure will squeeze the long tail of retail media networks (RMNs). RMNs will wade into unfamiliar waters to satisfy advertiser demands for incrementality.

Instacart makes long-term bets on retail media: We expect the company鈥檚 advertising business to grow 16.1% this year and to continue expanding as it diversifies its offerings.

US omnichannel retail media ad spend will account for nearly a quarter of total media ad spend by 2028, reaching $129.93 billion, per our forecast. This growth will be fueled by a surge in retail media search, non-endemic partnerships, and off-site placements. However, financial media networks may give retail media networks some competition for advertiser dollars.