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For retailers with sufficient scale to support retail media networks, extensive customer data boosts the value of their offerings to advertisers. Nearly two-thirds of retailers share or plan to share loyalty data with their retail media advertisers, per Deloitte.

While CTV will make up just 1.8% of total retail media spend in 2023, the market is growing rapidly: We expect retail media CTV ad spending to grow by 79.5% this year. CTV is also expected to be the fastest-growing ad channel this year, making it an attractive target for retailers looking to grow their ad business. Go further: Check out our latest coverage on retail media networks.

Best Buy gave its sponsored product listings the most prominent visibility compared with other retail sites, according to a Q3 2023 to Q1 2024 study from Crealytics.

The deal would not only give Kroger more power to negotiate with suppliers and (in theory) deliver lower prices for shoppers, but also create a much larger retail media network with a reach of roughly 85 million households鈥攏ot to mention access to a huge trove of customer data. Zoom out: Kroger鈥檚 Q2 results underscore the broader price sensitivity underpinning consumers鈥� grocery choices.

US financial media network (FMN) spend will hit $1.50 billion in 2026, $1.15 billion higher than this year, per our June 2024 forecast.

US omnichannel retail media ad spend will hit $129.93 billion in 2028, according to our forecast, up from $54.85 billion this year.

Retail media and ecommerce. Retail media is the fastest-growing ad category we track, and it is expected to remain that way through at least 2028. This year, we expect US retail media ad spending to grow by 26% YoY to $54.48 billion. It will continue growing at annual rates above 20% through 2028, when it will top $128 billion. Most holding companies have agencies devoted to this channel.

The continued growth and success of retail media hinge on achieving measurement standardization, according to Jeffrey Bustos, vice president of measurement addressability data at the Interactive Advertising Bureau (IAB).

Retail media just got even bigger. We recently updated our US retail media ad spend forecast to show higher growth than previously estimated, culminating in $109.40 billion in spend in 2027.

US retail media ad spend will more than double between 2023 and 2027, reaching a total of $109.40 billion, according to our forecast.

Retail media will be a $45 billion market this year and will continue to grow by about $10 billion in 2024, according to our forecast. Currently, the majority of retail media ad spend is driven by search. But the next phase will be driven by upper-funnel formats and in-store ad opportunities.

Key stat: Ads for products on sale are the most effective form of retail media advertising, with 51% of US digital shoppers saying they pay attention to them and 44% of digital shoppers saying they purchase from them, per Integral Ad Science.

With consumers increasingly shopping across multiple channels, Roundel, Target鈥檚 media network, offers comprehensive media solutions that connect brands with customers at every stage. By combining on-site and off-site strategies, advertisers can maximize their return on ad spend and strengthen customer relationships.

Nearly two-thirds (66%) of US data and ad professionals have adopted data clean rooms as a result of privacy legislation and/or signal loss, according to February 2024 data from the Interactive Advertising Bureau (IAB) and BWG Strategy. Since data is at the core of retail media success, enabling brands to target and measure campaigns more accurately, it鈥檚 not surprising that data clean rooms have come into play.

As retail media grows, it鈥檚 becoming increasingly complex, prompting some marketers to take a step back and rethink how they鈥檙e approaching the channel.

鈥淭he beauty of a clean room is that it's a privacy-centric way for CVS to share data from its 74 million Extra Care members and for us to share the data from our 498 million users, and end up with a repository of powerful, completely anonymized first-party data,鈥� said Carrie Sweeney, VP of retail at Pinterest. 鈥淭hen we can connect our users with targeted ads without sharing any of their personal data, just as CVS can on its website.鈥�

US retail media ad spend will hit $45.15 billion this year, an increase of almost 20% over 2022, according to our forecast. Growth will accelerate each year through 2027, when we expect spend to reach $106.12 billion.

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.

53% of brands often leverage data and media opportunities with retailers that do not carry their products, according to August 2023 data by Merkle.

The pandemic ecommerce boom that drove online sales is over. But marketplaces will continue to expand their share of US retail ecommerce, contributing almost 40% of the $588 billion in US online sales growth that we forecast over the next five years.

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.