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Key takeaway: While traffic scale is important, our 2023 CPG Retail Media Networks Perception Benchmark found that traffic quality was the most important attribute of a RMN to CPG ad buyers.

Retail media鈥檚 positive hype is real. We expect it will disrupt the digital advertising landscape worldwide. In Canada, a handful of players鈥攍ed by Amazon, Walmart, and Loblaw鈥攈ave turned it into the fastest-growing ad segment in the country, and at scale.

Amazon will begin selling its ad tech to third-party retailers: The new Amazon Retail Ad Service will give companies access to the retailer鈥檚 advanced targeting and sizable advertiser network.

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.

US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

Retail media networks, led by platforms like Walmart Connect, are also incorporating non-endemic advertisers. This strategy uses first-party data to offer targeted ads beyond traditional product catalogs, enhancing revenue opportunities and future-proofing advertising strategies.

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

The rise of in-store retail media will prove that the physical store is the next major media channel for brands.

To stand out in a crowded commerce market, Lyft Media is thinking about partnerships and measurement differently. While its current partnerships help Lyft Media navigate 鈥渢raditional ecosystem of measurement,鈥� the network is also thinking about what the next phase of measurement will be, said Shane Dwyer, head of sales at Lyft Media and Lyft Business.

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.

Mercado Libre will spend $2.6 billion in Argentina, up 53% YoY, also on logistics, marketing, and technology, per local media reports.

POSSIBLE conference reveals retail media鈥檚 potential with loyalty data: Target鈥檚 strategic use of customer info enhances ad trust and multiplies engagement.

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.

2024 has been a disruptive year for generative AI (genAI), which transformed from a buzzword into a practical part of marketing workflows, and commerce media as more platforms launch. Meanwhile, advertisers are still figuring out the lifespan of third-party cookies. And connected TV (CTV) advertising got a big boost from Prime Video.

Commerce media is becoming more competitive as retailers and non-retailers continue to build out their networks and advertisers prioritize measurement for proven results. Looking ahead to 2025, cross-industry partnerships will grow and in-store media will enable retailers to merge online behaviors with in-person shopping.

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.

Microsoft鈥檚 new ad network helps retailers build and maintain their own media networks, boasting 鈥渞eady-built demand, expansive ad supply, and access to high-intent shoppers.鈥� Using Microsoft鈥檚 new product can help retailers reach profitability, according to the software company.

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

Retailers will work with the Media Solutions team to develop relevant deals that drive customer acquisition and sales. Customers logging onto the Chase banking app will see retailers鈥� targeted offers. Chase will only charge retailers if customers act on a deal. Why Chase wants to be a retail media network: It鈥檚 a huge opportunity for issuers to get in on.