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They have sought to deepen their relationships with users by expanding into other lower-frequency categories—think Instacart partnering with 1-800-Flowers or Pet Supplies Plus, for example. That strategy should provide non-endemic advertisers with greater opportunities to leverage those intermediaries’ audiences. Financial media networks see great potential and face great challenges.

Magnite’s platform enables teams to independently build custom audiences using first-party Samsung Smart TV data layered with third-party segments like household income and pet ownership. The partnership has already proven profitable, with double-digit revenue growth reported by Samsung Ads via Magnite’s streaming SSP between 2023 and 2024.

Indeed, while there’s often strong digital traction in subcategories that lend themselves to replenishment (e.g., pet food, coffee), discovery in sensory-rich categories still has a strong physical component. Grocery (the laggard): In addition to the sensory aspects of grocery shopping, the razor-thin margins in this category mean it’s difficult to execute on last-mile deliveries economically.

Household and personal consumables—which includes the grocery subcategories of household goods, pet food, personal care, and beauty—will also see online sales growth slip to 4.0% from 10.1% in 2024. This will be well below the full-year average of 10.6%. Shoppers are willing to cut back on essential categories to spend on gifts.

Other retail includes categories that fall outside of those mentioned, such as mail-order/catalog, appliances, pet products, restaurants and bars, equipment and supplies, food delivery services, hobby items such as collectibles, musical instruments, wholesalers, and general merchandise. The retail industry will briefly slow ad spending in 2024.