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

Conversely, CPG’s total will trail retail by more than $33 billion. CPG has ranked second to retail every year since our tracking began in 2016, and those two industries will likely remain Nos. 1 and 2 for a very long time. CPG’s booming growth will recede next year. CPG digital ad spending growth in 2024 will beat the average across industries.

With US commerce media ad spending projected to reach nearly $70 billion in 2025, understanding how to effectively operate in this space has become critical for marketers.

The EU proposed a fee on small shipments: The new tax would add to the growing challenges facing Shein and Temu.

Nearly $30 billion in ad spend will skip the ad triopoly: Meta, Google, and Amazon will see pullbacks as advertisers explore other options

Nearly every major retailer (and many smaller ones) has already launched media networks, but it’s not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

The event generates substantial advertising dollars as well: Retail media ad spending is expected to exceed $54 billion in 2024, with Amazon representing more than three-quarters of the market.

Shein and Temu pull back US digital ad spending, shift to Europe: The change shows how geopolitical tensions trickle down to business operations.

Marketers are cutting branding spend in favor of performance media: Search and retail win as caution dominates strategy.

Amazon sees 18% YoY growth in ad services: While economic headwinds could slow growth, maintaining a presence on Amazon will help advertisers emerge stronger.

Retail Economics. SAS. TikTok. Toluna. YouGov.

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’s fastest-growing ad channel.

Mercado Libre’s retail business is thriving: Advertising revenues rose 50% YoY in Q1, and there’s ample room for growth.

Growth won’t be as strong in China, but retail media will account for a massive 39.3% of digital ad spending—ultimately pushing retail media’s global share figure past 20% this year. The US and China will each account for roughly 40% of worldwide retail media ad spending in 2024. Click here to view our full forecasts for retail media ad spending worldwide and retail media ad spending by country.

Retail media search is gaining steam while Google and other traditional search players lag. Marketers will grapple with genAI and measurement challenges as they rely more heavily on retailers’ search ad offerings.