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This makes it the only retail media ad business outside of Amazon to net more than $1 billion, ranking second among all retail media networks with 5.9% share of retail media ad spend this year. Ad revenues remain a small fraction of Walmart’s retail business. The business has attractive margins but will need to reach even greater scale to meaningfully improve the company’s bottom-line performance.

Ads on Prime Video will boost the power of Amazon in retail media CTV advertising. As more retailers establish competing ad networks, Amazon’s share of US retail media spending is contracting: from a peak of 77.9% in 2021 to 74.2% in 2024, per our forecast. But the platform will enjoy a far stronger position compared with its rivals in retail media CTV this year.

Social networks and emerging channels such as retail media, connected TV, and digital audio will drive B2B’s digital marketing push. B2B digital ad spending is concentrated in the US and China, but China’s share is ticking down. B2B marketers in the US will spend $18.34 billion on digital advertising this year, and in China the figure will be roughly $7 billion.

Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.

The Financial Media Networks Explainer (Ä¢¹½AV subscription required). 3 industries poised for retail and commerce media network growth. Fintechs are beating traditional financial institutions in brand awareness—how are they doing it? Do financial institutions understand Gen Z’s banking communication preferences?