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Where many retailers struggled last year, Dollar General succeeded as cost-conscious consumers sought out lower prices amid inflation. But there鈥檚 a larger opportunity on the horizon for Dollar General: retail media. The discount store鈥檚 ability to reach rural audiences coupled with its popularity among marketers place it in a favorable position for the years ahead.

Amazon Ads received the No. 1 spot on first-party consumer insights among CPG retail media networks, per our survey, but the No. 5 spot on omnichannel sales data. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Instacart, CVS, 7-Eleven see opportunity in in-store retail media: All three expanded ad capabilities in response to surging advertiser demand.

The world鈥檚 biggest advertisers converged at Cannes Lions last week. At the festivities, marketers discussed everything from AI (it鈥檚 everywhere) to retail media (it鈥檚 growing). Other hot topics included the creator economy, which people are optimistic about, and data privacy, which has people more concerned. Here are some hot quotes overheard at Cannes.

Retail and streaming platforms poised to gain digital ad revenue in 2023: Spotify and other newer players in advertising will see faster growth than Meta and Google.

As retail media grows, it is changing. At the moment, search remains retail media鈥檚 bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media鈥檚 continued growth.

Following performance measurement is the most important factor in allocating budget to retail media, according to 56% of US consumer packaged goods (CPG) manufacturers, per a December 2023 survey from Skai and Path to Purchase Institute.

The Hershey Co. found a way to apply retail media data from Reese鈥檚 Peanut Butter Cups to other consumer packaged goods ads. The company learned that shoppers were buying shapes of Reese鈥檚 Cups based on their chocolate to peanut butter ratio, so it made two new products鈥攐ne for peanut butter lovers and one for chocolate lovers, said Vinny Rinaldi, US head of media at The Hershey Co.

Consumers are more ready for shoppable TV than ever. 鈥淭he opportunity around shoppable TV is changing due to significant advancements in technology and shifts in consumer behavior,鈥� said David Cohen, CEO of the Interactive Advertising Bureau (IAB), in its recent Retail Media Goes to the Movies report.

Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

The IAB and MRC propose retail media guidelines to help solve the industry鈥檚 measurement problem: The framework is meant to improve transparency and ensure consistency across RMNs.

If the 鈥凌别迟补颈濒 Media 1.0鈥� era was primarily about search-driven ecommerce, then Retail Media 2.0 (with credit to Peter Moustakerski) will be about moving up the funnel and across retail channels

This year's Consumer Entertainment Show (CES) featured a number of innovations targeted at retailers and the rapidly growing category of retail media. From innovations in shoppable TV to the expansion of AI usage, here are some prominent retail products found at CES 2025.

Digital advertising is on shaky ground. Recent changes to our forecasts reflect that uncertainty. We examined what this year will look like for marketers, from retail media鈥檚 rise to social networks鈥� stagnation.

Search is already a major component of retail media; social is the next integration. Advertisers still view social media as a discovery medium and retail media as a conversion-driver. But both platforms are 鈥減otentially full-funnel,鈥� according to Liz Cole, executive director and US head of social at VMLY&R, speaking at our 鈥淎ttention!鈥� summit.

When retailers allow non-endemic brands to advertise, it benefits both sides. 鈥凌别迟补颈濒ers can further monetize their data, while non-endemics, who have an appetite to expand their reach, are able to leverage that data,鈥� our analyst Sarah Marzano said on an episode of the 鈥淏ehind the Numbers: Reimagining 搁别迟补颈濒鈥� podcast. Here鈥檚 why major retail media players such as Walmart and Home Depot have recently opened up their offerings, along with three best practices to boost performance.

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.

As retail media moves both off-site and in-store, audio is becoming a bigger part of the ad mix. Here are two ways brands can incorporate audio into their retail media activations.

Younger consumers and higher-income shoppers are powering Walmart鈥檚 grocery growth while its physical footprint gives it an edge in retail media. Its burgeoning logistics business could be the next big thing for the retailer鈥攁nd its bottom line.

From CTV to TikTok to Retail Media

Advertisers will increase their spend on US retail media search ads every year of our forecast period in 2028, when it will see its most growth at 23.4% YoY, according to our March 2024 forecast.

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

Plus, eBay Ads ranked as the No. 1 overall retail media network in our Retail Media Networks Perception Benchmark 2022 report. Room to grow: eBay is losing users, and its consumer-to-consumer marketplace model is limiting. 鈥淚鈥檓 not sure that [luxury will] be enough to turn the tide,鈥� said Canaves. 3. Walmart chases competition.