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Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Retail media resilience: Brands continue investing in this ad channel, but rising expectations put pressure on their retail partners.

US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 蘑菇AV forecast.

Bridging the retail media measurement gap: Night Market鈥檚 AI-powered platform draws interest as brands seek clearer metrics.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

Connected TV (CTV) is already a wild west of providers, platforms, and inventory. Add retail media networks (RMNs) into the mix, and measuring success becomes even more complicated.

Our annual Trends to Watch report for Canada highlights expected developments in the country鈥檚 media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

In our exclusive survey, CPG and general merchandise ad buyers shared their opinions of retail media network attributes across metrics including traffic, targeting, and ad cost.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won鈥檛 happen overnight.

As tariffs put pressure on retail media budgets, advertisers are, in turn, pressuring retail media networks (RMNs) for more sophisticated measurement tools that provide them with richer data across the entire funnel.

Retail media鈥檚 rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

Retail media networks (RMNs) are using APIs to give advertisers more control over the management, measurement, and optimization of their campaigns.