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Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

Sam鈥檚 Club rolls out closed-loop attribution: Connecting the dots between ads and cross-channel sales should help advertisers be far more efficient with their retail media ad spending.

On today's podcast episode, we discuss how Walmart plans to use AI to enhance the customer shopping experience, Instacart pushing smart carts into in-store retail media, why consumers are dissatisfied with their in-store shopping experience, how best to reduce clothing returns, the rise鈥攁nd potential fall鈥攐f the Marvel Cinematic Universe, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Carina Perkins.

Retail media gives private label brands prominence on the digital shelf and beyond. Now that RMNs have become common across retail categories, retailers have an array of tools to showcase their brands on their owned digital properties via search, sponsored listings, and display ads, with greater flexibility than physical environments allow.

These ad alliances represent a convergence of the social, creator, and retail media spaces. Creator companies have also deepened relationships with social and retail platforms. Creator content was more effective than all other content types at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey.

On today鈥檚 episode, host Bill Fisher is joined by our analysts Paul Briggs, Carina Perkins, and Man-Chung Cheung to talk about the biggest retail, advertising, and social media trends they expect to see in their regions in 2023.

The year is nearly halfway over. As we prepare for H2, our analysts have been hard at work debating some very specific鈥攁nd potentially unlikely鈥攑redictions that could play out in the coming months. Everything from retail media standardization to drone delivery to AI partnerships is at play over the rest of 2024. Here are some of our analysts' hottest takes.

Marketing dollars are shifting away from brand-building toward search and retail media that offer immediate, measurable returns. Digital spend is now being adjusted month-to-month based on economic signals, prioritizing platforms that connect with consumers closer to purchase. While this approach delivers short-term wins, it comes at the expense of brand equity that drives sustainable growth.

Like Best Buy, Target, and virtually every other retailer at this point, Ulta sees its forthcoming marketplace as an opportunity to expand its assortment without having to bulk up inventory鈥攁s well as a chance to beef up ad revenues for its retail media network. It plans to improve the guest experience with deeper personalization, enhancements to its app and website, and better stores.

Instacart expands offsite retail media capabilities with YouTube partnership: The retailer鈥檚 first-party data will power shoppable ads for CPG brands

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.

Building a retail media network (RMN) requires a major investment in time, talent, and money. While the largest retailers have these resources, independent and regional retailers often may not.

Publicis wins Coca-Cola鈥檚 US media business: WPP loses the $785 million account as Coca-Cola separates creative and media.

Retail media networks linking store-level inventory data with consumer profiles for real-time ad adjustments. Publicis is deploying AI models within client-owned data environments to assist with privacy compliance. It is also developing a probabilistic data workbench, increasing transparency in AI-driven projections.

Programmatic advertising will account for 91.3% of US digital display ad spend this year, or a total of $157.35 billion, per our December 2023 forecast. Last week, advertisers at Programmatic I/O discussed where those ad dollars are headed and how programmatic advertising is changing. From ad spend waste to the expansion of retail media, here are three big trends discussed at the event.

Amazon will secure 76.2% of US retail media ad revenue this year, per our forecast. Though Amazon will remain the dominant player in retail media for the foreseeable future, its market share is projected to fall from 79.8% in 2022 to 76.1% by 2026. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.