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Amazon is also the dominant retail media network by a considerable margin: It accounted for 76.7% of retail media digital ad spending in 2024 as merchants grappling with economic uncertainty tried to get in front of the retailer鈥檚 engaged customer base. Amazon鈥檚 ad revenues will grow 19.4% in 2025 to $47.52 billion, per our forecast鈥攁n acceleration from this year鈥檚 already strong performance.

Digital ad spending will continue to accelerate in 2024. Retail will be a main driver due to its large ad outlays and growing contribution on the supply side.

In response to rising costs, retail in 2024 was dominated by consumers鈥� desire for deals and discounts. And as President-elect Donald Trump鈥檚 proposed tariffs will raise some prices even higher in 2025, consumers may turn to in-person shopping to control their spending.

Target drops same-day delivery markups for Circle 360 members across Shipt network: The move, covering orders from over 100 partner retailers, aims to boost the program鈥檚 appeal.

Excess unsold inventory in its warehouses could gum up Amazon鈥檚 ruthlessly efficient fulfillment network, undermining its push for ever-faster delivery鈥攅specially during the upcoming Prime Day sale.

A merger between the two companies would have been hugely beneficial for both: It would have created a retail media network with access to 85 million US households, a physical store footprint of nearly 5,000 (more than Walmart), and a massive trove of first-party data.

Retail media was the fastest-growing ad channel we tracked in the US in 2024. While that growth will slow slightly (from 20.4% to 20.2%) in 2025, it鈥檚 still primed for innovation鈥攁nd challenges. Here鈥檚 what our analysts and podcast guests had to say about retail media, with insights into what it means for 2025.

The news: Publicis Groupe has won PayPal鈥檚 global media business, building on the holding company鈥檚 winning streak and proving to rivals that its momentum in securing major accounts shows no signs of slowing. WPP Media previously handled PayPal鈥檚 media account but resigned the account in April, citing the need to 鈥減ursue other opportunities,鈥� per Ad Age. Our take: Publicis鈥� win of PayPal鈥檚 global media business underscores a growing advertiser shift toward integrated partnerships, where creative, media, and retail strategies merge to unlock greater performance and monetization potential.

LiveRamp kicked off its fiscal year with strong double-digit revenue growth and a 30% YoY earnings increase, driven by momentum across clean rooms, commerce media, and AI-driven infrastructure. CEO Scott Howe spotlighted Cross Media Insights鈥� early traction, growing adoption in non-retail verticals, and LiveRamp鈥檚 strategic shift to usage-based pricing to reach more SMBs. Netflix integrations continue scaling, despite technical complexity, while ROI remains a top sales focus鈥攈ighlighted by new case studies and a Forrester-backed 300% return benchmark. With 75% of growth still coming from existing clients, LiveRamp is pushing hard to scale new business in a post-cookie, AI-fueled future.

Criteo is modernizing retail media by launching a global auction-based ad platform and integrating with Mirakl to enable self-serve advertising for over 100,000 third-party sellers. This dual move addresses two persistent challenges: outdated fixed-price ad systems used by most retailers, and untapped ad spend from marketplace sellers. The auction system gives advertisers more control and performance insights, while Mirakl opens up a scalable, automated path for small sellers. Criteo also brings standardized attribution and reporting across retail partners鈥攆ixing transparency gaps. These changes position Criteo as a full-spectrum solution for brands, retailers, and sellers looking to compete in a fast-evolving market.

Cars are becoming AI-powered commerce and media hubs. Automakers are forming strategic partnerships with tech giants. Cars now incorporate digital commerce and media interfaces where drivers can place orders, make reservations, and consume content during sustained periods of attention. Among notable developments:.

The news: Amazon reported strong Q2 results for its advertising business, with advertising revenues reaching $15.6 billion鈥攗p a significant 23% YoY. Net sales increased 13% YoY to $167.7 billion, well above Q2 guidance that warned of 鈥渢ariffs and trade policies鈥� and 鈥渞ecessionary fears.鈥� Our take: Moving forward, Amazon will need to innovate what it鈥檚 already offering by pioneering a retail media strategy that extends Amazon鈥檚 data and ad tech beyond its own storefront, AI-driven tools that simplify creative production and optimization at scale while prioritizing privacy, and more immersive and shoppable ad formats in its streaming offering.

Partnerships between streamers and retail media networks have created more targeted ad experiences, and AI is boosting its potential through automated media buying and optimization. Edmundson said that the targeted capabilities of CTV encourage advertisers to create differentiated messaging, instead of taking a blanket approach to please a wider range of consumers.

The revenues could also go toward expanding its logistics network to speed up delivery, as well as be used to fund Temu鈥檚 expensive advertising habit. The caveat: The very thing that makes Temu so attractive to consumers鈥攊ts rock-bottom prices鈥攎ay be the biggest roadblock to the marketplace鈥檚 advertising ambitions.

It鈥檚 hoping to continue that momentum with a $4 billion investment in its rural fulfillment network, which it expects will halve delivery times and make its services stickier for more consumers. Amazon鈥檚 sales calendar is packed. The retailer is relying more than ever on a slate of promotional events to convince shoppers of its ability to offer value.

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.

Now the number one group in all departments working with creator is media, number two is branding. (07:35):. And they're looking at creator across all forms of communication. And we're seeing that with our clients, whether it's in retail media networks, it's UGC, user-generated content living on the site because that's more believable than reviews. It's in CTV and regular television.

Retail media will capitalize on its closed loop. Despite a lack of measurement standards, retailers鈥� purchase data makes CTV more appealing to performance marketers. By 2027, retail media networks (RMNs) will represent over 20% of CTV ad spending, per our forecast. Trust is moving the needle on content-level transparency.