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Retail media, connected TV (CTV), and search will play key roles in the future of digital advertising. This shift has retailers like Amazon aiming to expand CTV and social network companies like Meta leaning into search. Here are five predictions, according to our analyst Andrew Lipsman, that were shared during our virtual summit earlier this month.

The travel and retail industries will post healthy digital ad spending growth figures this year, but many other verticals we track will underperform compared with the national growth average. Next year is looking better for almost all of them.

National Retail Federation. Yahoo Finance.

It is expanding its network of distribution centers and announced plans to buy SRS Distribution, a distributor of roofing, landscaping, and pool supplies, for $18.25 billion. The strategy could help insulate Home Depot from future consumer-facing disruptions because Pros typically offer a steadier source of sales.

Target shifts away from a nationwide distribution network: By placing goods closer to customers, the retailer is delivering orders faster and speeding up store replenishment.

The context: The service leverages Amazon鈥檚 massive, rapidly evolving fulfillment network to unlock a lucrative revenue stream. When ecommerce sales boomed early in the pandemic, Amazon responded by rapidly expanding its logistics footprint. But as growth moderated, the retail giant found itself with excess inventory, which led it to sublet some warehouse space.

The retail giants each aim to extend their dominance of the US retail ecommerce ecosystem by making their fulfillment operations faster and more efficient. The two retailers will account for nearly half of US retail ecommerce sales this year, per our forecasts, with Amazon generating 37.6% of the market, and Walmart Inc. accounting for 6.8%.

That鈥檚 important as it looks to build an Amazon-like flywheel that consists of three main elements鈥�media, advertising, and commerce. But while Amazon鈥檚 strength in commerce enabled it to build a flywheel that incorporates media and advertising, TikTok hopes to leverage its media and advertising know-how to build a version that weaves in commerce.

The UK鈥檚 digital ad spending will be constrained by a tough economy. Only travel will see significant growth, but that鈥檚 from a particularly low starting point. Retail digital ad spend will continue to lead in absolute terms.

Satellite networks will also help bring broadband to rural areas. Even where satellite networks don鈥檛 connect directly with phones, they will provide easy connections to cell towers or other network edge sites in areas that don鈥檛 have fast broadband. High-speed airplane connectivity will soon be widely available.

The environmental fallout includes economic disturbances such as factory shutdowns, higher risk for insurers, disrupted tourism industries, supply chain havoc, property damage, network outages, and food-price inflation. Increasing climate-related regulation internationally means demand for effective climate technologies will rise over the long term.

Double-digit inflation and stagnant economic growth have hit Latin America鈥檚 retail industry. Retail ecommerce sales growth in the region decelerated to its slowest rate on record last year, but we expect it to reaccelerate in several key markets. Here are our latest forecasts, along with new breakouts for Chile, Colombia, and Peru.

This fuels delivery platforms鈥� media networks, which compete directly for retail media ad dollars. Customer experience: Delivery platforms are involved in almost every step of the customer journey. A bad delivery experience can sour the customer on a retailer鈥檚 digital offerings.

Also, the last sports train out of town, the NBA will be the last major sports media property to come up for bidding in a long time notes Lee Burke of consulting company LHB Sports and Entertainment Media. Let's move to round two, we start with Ethan. Shoppable ads are paying off for smart TV owners.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss what TikTok's flywheel looks like, its latest efforts to build out its own shopping platform, and what the social network has that Meta doesn't. Then, for "Pop-Up Rankings," we rank our top four existing TikTok copycat apps. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Jasmine Enberg.

Retail media will continue to be the fastest-growing segment of digital advertising in the coming years. By opening up their digital platforms to third-party sellers, retailers can generate high-margin revenues from advertising and marketing services charged to sellers to promote their products both on- and offsite. Amazon has built a commanding lead in this space鈥擜mazon Ads draws more than three-quarters of US retail media ad spend.

Especially here at eMarketer, we're covering this frequently, the next wave of retail media, commerce media, but what was holding me back from being more excited was thinking a bit about when they're Targeting these consumers. So usually ads are more impactful if people are in the midst of shopping or seeking inspiration or browsing for products or services.

Every retailer is adding retail media. There's burgeoning commerce media networks on travel and financial channels. It's like you can't even turn on any smart TV without getting hit with a bunch of ads that are incorporated into the operating system these days.

As more retailers recognize the value of leveraging their first-party data, the global retail media market will continue to expand and innovate. While the US leads the charge with $45.15 billion in spending this year, according to our forecast, other regions are showing similar patterns. In fact, Latin America is only four to five years behind the US, said our analyst Matteo Ceurvels on our 鈥淏ehind the Numbers: Around the World鈥� podcast.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we鈥檒l see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

PubMatic's strategic alliance with Instacart boosts programmatic advertising: The initiative merges retail media data with advanced targeting for improved ad impact.