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That means retail media ad spending will grow faster than overall digital ad spending in every country we track. Retail media shares in the US, Mexico, and Germany will surpass 20% by 2029. Click here to view our full forecast for retail media ad spending penetration, by country. Retail media ad spending growth will be strong almost everywhere, but Brazil and Mexico stand out.

Digital ad spending will increase slightly faster this year than in 2022, but the bump will be minimal. Total media ad spending growth will roughly hold steady. But there are parts of the world where spending is surging.

Key Question: Which countries lead in programmatic display ad spending, and how do spending trends compare across regions? Key Stat: Programmatic will account for nearly 9 in 10 digital display ad dollars worldwide in 2025, making it the dominant way of transacting digital ads. Executive Summary. Programmatic will effectively account for all growth in global display ad spending this year.

Financial Media Networks (FMNs) as new revenue streams: Banks are exploring FMNs to monetize their retailer-agnostic data and tap into the growing digital ad spend market. This trend offers new advertising revenue opportunities but requires careful navigation of privacy concerns and regulatory scrutiny.

Click here to view our full forecast for total media ad spending, by country. Trade tensions with the US will slow ad spending growth in Mexico. We have revised our forecast downward to reflect the uncertain economic environment.

Retail media will account for about 1 in 5 digital ad dollars this year. That’s about double the share it held in 2020. We expect it to surpass the one-quarter mark by 2028. Retail media ad spending growth in 2025 (19.7%) will be more than double the growth in digital ad spending (8.8%). Over the five-year span leading to 2028, we forecast a 134% gain in the channel overall.