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Walmart was the biggest US retailer by US sales in 2022 with nearly $500 billion in sales, more than double the size of runner-up Amazon, according to the National Retail Federation.

By 2026, US spending on ecommerce channel ads鈥攁 large subset of retail media鈥攚ill be more than triple its 2020 level, per our forecast. Within the ecommerce channel, both search and display advertising are growing rapidly.

Walmart鈥檚 fledgling retail media business made big gains in Q4: Ad spending on the platform rose 31% YoY thanks in part to the ads鈥� growing effectiveness.

Sam鈥檚 Club Member Access Platform (MAP) is launching display ads within its Scan & Go mobile checkout experience as an expansion of its omnichannel retail media formats. The move puts smartphones at the center of in-store retail media advertising, a move more retailers will likely make.

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.

Healthy growth will obscure the upheaval that retail media鈥檚 evolution is causing. Retailers racing to think more like publishers鈥攁nd brands trying to rethink the value of retail media鈥攁re feeling some strain.

Invest in retail media-powered connected TV (CTV) campaigns. Brands benefit from ad-supported CTV inventory powered by retail media networks like Amazon Ads and Walmart Connect. Knowing how to efficiently reach the right shoppers with these high-impact ads鈥攁nd subsequently retarget them with digital ads鈥攃an produce outsize gains in holiday conversions.

In-store retail media ad spend will reach $1.06 billion by 2028, accounting for 0.8% of all retail media spend, according to our March 2024 forecast.

Ulta Beauty鈥檚 retail media network, UB Media, for example, faced the challenge of basket-level reporting that made it difficult to share brand-level results with its clients. Meta鈥檚 advanced measurement tools allowed Ulta Beauty to share omnichannel sales insights at the brand level while increasing its ROAS.

Overall retail spending will rise 4.5% to $1.328 trillion for the 2023 holiday season.

Go further: Listen to our podcast 鈥淩eimagining Retail: What the Kroger-Albertsons merger means for the future of retail media 苍别迟飞辞谤办蝉鈥� to learn more about how and why the deal came about.

A targeted approach: As with other retail media networks, Uber, Lyft, and Instacart鈥檚 appeal to advertisers is rooted in their first-party data and ability to reach consumers at key moments in the customer journey. Both Uber and Lyft are using trip data to tailor ads based on where users are going and what that behavior reveals about them.

An improving UK economy means digital ad spending in all industries will see healthy growth this year. Retail will still lead total spend, but automotive will receive a boost thanks to significant investments.

The rise of retail media is partially to blame. Retail media networks (RMNs) allow advertisers to pollinate ads across various digital storefronts, reaching broader sets of consumers. Their success is fueling a distaste for walled gardens, which can seem to restrict advertiser choice.

How nonendemic brands and retail media networks should partner. Note: Travel includes airlines, cruises, accommodations, tourism boards, destination marketing organizations, travel bureaus, country clubs, OTAs, travel agents, travel websites, visitor centers, car rental companies, and leisure and unmanaged business travel.

Retail media search is a new performance ad play. D2C brands will need to become adept at the cost-effective buying of sponsored product ads on retail media networks (RMNs) as they look to retailers and marketplaces for sales growth.

Nearly 96% of advertisers worldwide will include attention-based metrics in at least some of their media buys this year, according to May data from DoubleVerify.

It鈥檚 also good for Walmart to boost app adoption, which will help the retailer collect first-party data to boost its retail media network. 2. Best Buy鈥檚 exclusive deals. The electronics retailer announced Best Buy Drops, which offer deals exclusively available through its app. The move will help Best Buy compete with Amazon ahead of its second Prime Day event in October.

鈥淲hat鈥檚 really exciting about retail media is a lot of it is uncharted territory,鈥� said Paul Longo, general manager of retail media at Microsoft. 鈥淲e鈥檙e in inning two, inning three. What鈥檚 gotten us here will not get us where things need to be.鈥�

Offsite programmatic retail media ascendant: A 167% spike in the category will help drive US retail media to $81.6 billion by next year.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

To retain existing customer relationships and forge new ones, Adobe鈥檚 2023 Digital Trends: Retail in Focus report found that crafting impactful, hyperpersonal shopping experiences is essential. Learn how retail leaders can meet consumers鈥� rising expectations across all channels for a more efficient year鈥檚 end.

Uber recently created a retail media network in the Uber Eats app, where brands can buy ads that show up as users search and order food. Lyft is trying to catch up. It hasn鈥檛 reported its much smaller ad revenues, but according to Global Wireless Solutions, those revenues grew 400% YoY in Q2. Lyft has a limited number of screens in backseats and a few displays on top of cars.