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Lowe鈥檚 agreed to buy Artisan Design Group for $1.33 billion: The move should enhance the home improvement retailer鈥檚 market position when the housing sector rebounds.

Measurement and attribution are the most critical advertising capability or media investment for over half (53%) of retail marketers worldwide, according to November 2023 data from Mediaocean.

Last month, Dollar General launched an in-store audio network, enhancing its in-store and online ad solutions.

Retail spending on ads is coming off an enormous growth spurt. Retailers鈥� total media ad spending will surpass $100 billion in 2024 for the first time, nearly double the $51.66 billion spent in 2019.

Ads on Prime Video will boost the power of Amazon in retail media CTV advertising. As more retailers establish competing ad networks, 础尘补锄辞苍鈥檚 share of US retail media spending is contracting: from a peak of 77.9% in 2021 to 74.2% in 2024, per our forecast. But the platform will enjoy a far stronger position compared with its rivals in retail media CTV this year.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

What this means for retail: The deal reflects the mainstreaming of BNPL, which is being embedded everywhere from delivery platforms like DoorDash to big-box retailers like Walmart to auto services providers like Tekmeric.

As the path to purchase becomes more fragmented, brands must be everywhere the customer is鈥攁nd retail media partnerships are stepping up. 鈥淭here really isn't [one] common flow, and so you really have to make sure you're present in any place the consumer is thinking about your brand's products,鈥� Eric Tarnowski, senior vice president, connected commerce at Kenvue, said during Advertising Week New York. 鈥淓very conversion point is a brand-building opportunity.鈥�

More apps with commerce also means more retail media networks. Many apps with commerce tools already have robust ad networks. As more apps add commerce components, expect them to also add ad networks, taking advantage of their first-party data. Foldable phones will finally break through in the US. Asia embraces foldables.

55% of US agency and marketing decision-makers expect AI to improve retail media by offering greater insights and recommendations, according to a July 2024 study from Quartile and NewtonX.

Publicis acquires Mars United Commerce: The deal strengthens holding company鈥檚 ability to offer commerce media solutions.

础尘补锄辞苍鈥檚 retail media ad revenues will exceed $60 billion, per WARC: The change represents its steady growth despite broader economic setbacks.

Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating 鈥渁 once in a career window to reorient your business to the opportunity,鈥� according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

Walmart鈥檚 Q1 ad revenues surged 50% year over year: Vizio鈥檚 integration is powering its leap into connected TV and retail media dominance.

Agencies begin to doubt retail media鈥檚 efficacy:: Some are counseling caution as lack of standardization and the sheer number of RMNs make it difficult to assess whether brands鈥� investments are paying off.

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

Expanded opportunities have made retail media鈥檚 rosy forecast even rosier. But retailers and buyers need to address the channel鈥檚 measurement, standardization, and complexity challenges.

While many are unauthorized, this trend has prompted media networks to incorporate YouTube into their programming strategy. Educational content: YouTube channels such as Cocomelon and Ms. Rachel post songs, nursery rhymes, and educational videos for young children. An Argentinian educational channel, El Reino Infantil, is the most subscribed-to Spanish-language channel on YouTube.

Many retailers in Latin America like Mercado Libre, Rappi, and even Walmart function not only as commerce players, but as financial institutions as well. As a result, commerce media in Latin America is charting a different course than it has in the US, one that could result in unique opportunities for companies with access not only to shopper habits, but to financial data as well.

Retail media is on track to fundamentally revolutionize Latin America鈥檚 digital advertising industry. As economic uncertainty pushes marketers to deliver tangible business results, retail media will play a larger role in their media buys. Here are the latest trends to know.