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Worldwide retail media spend will hit $140 billion this year, according to our December 2023 forecast.

Google put ads in its Search Generative Experience. YouTube has a new unskippable 30-second ad spot. HBO Max relaunched as Max. And The Kroger Co. is paving the way with in-store retail media. Here are what updates from these companies and more mean for advertisers.

Retail Media: Albertsons has been enhancing the capabilities of its Albertsons Media Collective. This includes improving shopper audience targeting, running more focused media campaigns, and achieving better campaign measurement. The company earlier this week launched a new API that lets advertisers integrate campaign performance data into their own measurement models.

Video and retail media networks (RMNs) will drive programmatic ad spending growth this year. Programmatic ad spend will increase by 15.2% in 2024 to reach $156.82 billion, 75% of which will go to direct channels. Programmatic video ad spending will grow even quicker at 21.2% YoY in 2024 and will continue to grow at a CAGR of 14.3% over the next two years.

In turn, retailers are using these platforms to unlock valuable customer data that can be used to power retail media networks for both in-store and online advertising. But consumers have mixed opinions about the various digital tools aimed at helping them discover, shop, and purchase grocery products. Here are five charts on the current state of consumer attitudes toward grocery technology.

B2B鈥檚 share of the digital ad market is growing more slowly than its share of total media, but the trajectory is still modestly upward. Social networks and emerging channels such as retail media, connected TV, and digital audio will drive B2B鈥檚 digital marketing push. B2B digital ad spending is concentrated in the US and China, but China鈥檚 share is ticking down.

Over 9 in 10 US marketers plan to promote creator partnerships via retail media networks in 2025, according to a 2024 LTK and Northwestern University study. Use this chart: Marketers can use this chart to strategize and identify influencer partnerships that align with consumer preferences.

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.

Kantar Media is sold for $1 billion as measurement heats up: Private equity sees a big opportunity in the rapidly changing landscape.

Retail Media. Retail media continues to be one of the fastest growing sectors in digital advertising, and Q2 saw competition heat up between two of its largest players: Amazon and Walmart. Amazon dominates the retail media competition by a wide margin, with a forecasted $41.95 billion in US retail media spending this year, versus $3.72 billion for Walmart.

They've had more major sale days that have encouraged people to push their goods using retail media advertising. The consumer is getting more and more used to it. Whether or not it diminishes the overall quality of experience on Amazon is another question entirely.

Walmart Connect today announced new in-store and off-site ad inventory, omnichannel measurement tools, and upper-funnel offerings. The retail media network (RMN) is providing advertisers with more opportunities to connect with customers on app, online, and in-store, Rich Lehrfeld, senior vice president and general manager of Walmart Connect, said in an interview with our analyst Sarah Marzano.

Travel companies leveraging first-party data to power proprietary ad networks are establishing a presence in the commerce media landscape. Advertisers can enhance their digital strategies by incorporating travel into the commerce media mix.

Ad market growth to slow but not stop in 2023: Connected TV and retail media will drive strength in uncertain economy, per forecasts.

Walmart bought a mall, Coca-Cola launched a soda, and Nike partnered with SKIMS in February, marking some of the month鈥檚 most interesting retail moves. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

But the wealth will extend beyond those giants to places like Pinterest and Snapchat, or even off social media to connected TV (CTV) and retail media. YouTube may have an advantage over Instagram and Facebook due to its younger demographic and focus on entertainment. 鈥淓very time I talk to Gen Z or younger, what I hear is 鈥業 will absolutely never go to Instagram,鈥欌�� said Enberg.