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The rationale: Lowe鈥檚 is making a play for retail media ad dollars at a critical moment in the channel鈥檚 trajectory; we expect retail media ad spending will surpass linear TV ad spending next year and exceed all of traditional media ad spending combined in 2026.

While ecommerce offers one avenue for personalization, physical stores are increasingly using real-time digital engagement to compete. Brands that invest in in-store media can boost visibility and strengthen customer connections, with numerous opportunities throughout the store for effective media placements.

Our forecast for ad spending in retail media shows the category in a period of massive growth: up 25.9% next year, more than four times the amount of spend compared with five years ago. Retail media will have share of more than 1 in 5 digital ad dollars spent in Canada next year. Persistent ecommerce growth is driving retail media.

Chinese retailers may cut ad spending under new tariffs: US tariff crackdown could impact Temu and Shein's ad investments, reshaping the digital ad market.

Retail digital US ad spend will grow by 12.2% this year, second only to travel at 14.3%, per our forecast. Retail digital ad spend growth will pick up speed next year, hitting 14.2%. Use this chart:. Understand the mix of industries buying ads. Recognize how competitive retail advertising can be. More like this:.

Google鈥檚 share of ad spend will fall below 50% while genAI disrupts search. Amazon will keep rising in 2024 thanks to its dominant position in product search. But chatbot-powered search features within TikTok, Snapchat, and Meta will also pull users, and OpenAI continues to refine ChatGPT with new features. To view the full forecast, click here. Digital wallets are firmly set as commerce enablers.

WPP Q1 revenues decline 5% YoY: Another disappointing quarter could spell trouble ahead for the company if it doesn鈥檛 enhance its value proposition.

We expect RMN off-site ad spending in the US to total $10.64 billion this year and to surpass ecommerce channel display ad spending for the first time. In the past year, middlemen with scaled web publisher penetration鈥攊ncluding TripleLift, Criteo, and Button鈥攈ave launched solutions that allow retail media advertisers to put display ads on publishers鈥� sites.

Retailers face big hurdles in 2025. From competing with Amazon's advertising empire to figuring out generative AI (genAI) technology to keeping shoppers on apps, these challenges are forcing retailers to adapt quickly. Here's what these problems look like today鈥攁nd how they could potentially be resolved.

When they are ready to purchase, though, shoppers expect Commerce Video ads to feature clear product demonstrations, pricing details, and promotions. In fact, 83% of consumers agree that such ads help them finalize purchasing decisions. Just 40% of advertisers incorporate creator-generated content into their Commerce Video campaigns.

his year, just over a quarter (26.7%) of all search ad dollars will be spent on retailer and retailer-affiliated properties. Over the next few years, retail media will account for more new search ad dollars, and by 2027 it will represent well over a third (37.2%) of the market

Amazon will pull in over 80% of US retail media search dollars this year, per our forecast. But Walmart will continue growing its share of non-Amazon retail media search ad spending over the next two years.

As AI advances, a new era of creativity has unfolded for beauty brands. By infusing AI into their online strategies, beauty brands have an opportunity to drive a stronger return on ad spend and reach consumers in ways never before possible.

Shop while you stream: Disney is beta testing its first native streaming shoppable ad format, Gateway Shop. Disney says streaming viewers will receive personalized prompts for products via mobile push notifications or email, enabling them to purchase items without disrupting the viewing experience. Unilever is one of the first brands to test the ad format.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

To overcome account opening headwinds, credit card marketers can explore credit card subscriptions, net worth data collection, and wallet-first cardholder experiences.

Ad spend across digital channels has been mixed so far this year, with spend on social networks slowing and connected TV spend boosted by new ad-supported subscription tiers. Meanwhile, retail media is diversifying at a rapid rate as nonendemic retailers get in the game

Sophisticated shoppers have long been the lifeblood of the affiliate marketing industry. But as affiliate marketing has grown more visible, many of those shoppers have gotten choosier about the kinds of deals they take, squeezing the margins of both advertisers and publishers.

In our first edition of the Global Digital Index, created in partnership with the RLC Global Forum, we explore retail and ecommerce in the Gulf States of the Middle East.

China鈥檚 influence will shake up online shopping. Temu, TikTok Shop, and Shein have captured a critical mass of consumer attention. Using innovative shopping experiences that are app-based, entertaining, and highly deal-driven, these ecommerce players with Chinese roots are gaining ground on legacy retailers. These companies are disrupting how retail has typically worked.

German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.