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Retail media鈥檚 positive hype is real. We expect it will disrupt the digital advertising landscape worldwide. In Canada, a handful of players鈥攍ed by Amazon, Walmart, and Loblaw鈥攈ave turned it into the fastest-growing ad segment in the country, and at scale.

This report is a guideline to help marketers understand retail media through market size estimates, growth projections, and analysis of the complex landscape of buyers, sellers, and intermediaries.

Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

The CMA鈥檚 provisional ruling adds to mounting US and EU investigations that could reshape Google鈥檚 ad business.

鈥淟et it be okay to also ask dumb questions, because there aren鈥檛 any.鈥� That鈥檚 ThredUP CMO Noelle Sadler Delory鈥檚 advice for building a marketing team that understands creative, metrics, and its customer holistically. Delory and the CMOs of Marine Layer and Fernish also advocate for breaking down silos between performance and brand marketers so everyone understands the same metrics and speaks the same language.

Lowe鈥檚 retail media network rebrand isn鈥檛 signaling a new identity, but a confirmation of the relationship it's built with its advertising partners.

Worsening economic conditions will take their toll on Latin America鈥檚 digital ad market this year. Despite gains of 12.7%, digital ad spending will fail to outpace the rate of inflation for the first time since we began tracking the region in 2011. Here are our latest forecasts.

Google and Meta鈥檚 combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon鈥檚 ascent will not be fast enough to offset the weakness of the other two giants.

Performance marketing for connected TV (CTV) works a lot like performance marketing for search and social, especially when it comes to creative. A collection of different creative elements and iterations allows marketers to swap assets in and out as campaigns progress to pinpoint what works鈥攁nd what doesn鈥檛.

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

Brand marketers have to be strategic as a challenging 2023 has taken its toll on marketing budgets. CMOs worldwide expect to spend 9.1% of company revenues on marketing compared with 9.5% in 2022, according to May data from Gartner. And considering revenues are also lower for many companies, that pie is getting even smaller.

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.

YouTube is the preferred podcast platform among US listeners of this medium, according to Morning Consult. Spotify takes second place, followed by Apple Podcasts and Pandora.

The US鈥� second-biggest ad market rallied in 2023 thanks to ad buyers in China and investments in automation paying off.

Fifty-seven percent of B2B marketers said creating the right content is a challenge.

US consumers are most receptive to ads on shopping (36%), news (35%), social media (35%), and entertainment (34%) websites, per Q3 2023 data from Integral Ad Science.

Last week, Google and Microsoft each unveiled new AI-powered search tools, each of which made factual errors during demos. Both companies have hit stumbling blocks in the race for AI dominance they weren鈥檛 fully prepared to run. That said, Microsoft has created more buzz by integrating OpenAI鈥檚 popular ChatGPT into its Bing platform.

US venture capital funding of generative AI was up 27% year over year in 2022, hitting $1.4 billion, according to PitchBook. That money, however, was spread among fewer deals鈥�78 last year compared with 85 in 2021. Nonetheless, it represents a massive increase from 2020, when funding totaled $200 million.

On today's podcast episode, we discuss how a department of justice suggested breakup of Google could change search, the potential impact of Walmart鈥檚 personalized homepages and customer support, what鈥檚 next for the buy now, pay later (BNPL) space, how Tesla鈥檚 new 鈥渃ybercab鈥� could change the world of robotaxis, what charitable donations in America look like, and more. Tune in to the discussion with host Marcus Johnson, director or Briefings Jeremy Goldman, analyst Evelyn Mitchell-Wolf and vice president of Briefings Stephanie Taglianetti.

Amazon misses sales expectations as shoppers trade down to cheaper products: The retailer is trying to win over price-conscious customers with more sales events and a soon-to-be-launched budget marketplace.

As consumers turn to social and retail media for discovery over traditional search engines, marketers face a shifting omnichannel advertising landscape. Effective strategies and the right measurement partners are crucial for optimizing cross-platform efforts and gaining holistic campaign insights.

Impressive Q2 results for Alphabet: Google's search and YouTube ad revenues fuel substantial growth, highlighting the company's strategic focus on high-growth areas.