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They really offer that branding and point of inspiration for brands now that sits up a funnel, and we can offer that in the affiliate channel capacity. But in this clock model, we want to go further and say, we are no longer just driving traffic to a site, and then leave it up to the e-commerce store to convert it.

But for me, yeah, I think that Peter's one on ad spend in particular, because there's a few other milestones. A milestone for total US mobile ad spend was going to cross the 200 billion mark, but it also crosses the 50% mark in terms of all ad dollars total. Not just digital, all ad dollars in the US, 51% this year, 2024. And it would be two-thirds, 66%, of digital ad dollars as well.

TikTok is supposed to be this big threat to Facebook and Instagram, et cetera, but really the only way TikTok is going to achieve its potential, is if it also draws in an equivalent amount of advertising revenue or turns itself into retail media hell scape via this e-commerce push.

We start with our vice president of content who heads up our retail and E-commerce team based out of New York City. Ladies and gentlemen, of course, Suzy Davidkhanian. Suzy Davidkhanian:. Hi. You forgot to mention proud Canadian. Marcus Johnson:. That wasn't by accident. We're also joined by one of our senior analysts who is on that retail and E-commerce team based in the UK on the South Coast.

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

Note: Examples of websites or apps primarily engaged in retail ecommerce include Amazon, Walmart, and eBay; examples of retail media networks include Amazon's DSP and Etsy's Offsite Ads.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.

Last year was similar—CPG ad spending increased by just 4.7%, versus the national industry average of 10.6%. Regardless of slow growth, CPG is locked in as the second-largest spender on digital ads. CPG’s $39.50 billion in spending this year will be over $9 billion more than the third-ranked spender, financial services. Conversely, CPG’s total will trail retail by more than $34 billion.

On today's podcast episode, we discuss how affiliate is helping marketers take back control of their ad spend. "In Other News," we talk about Amazon unveiling a smarter, more conversational, Alexa and TikTok Shop hitting the US. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

The way in which Amazon grew was having a first mover advantage within e-commerce. But when they moved into the physical world, they were competing with a number of retailers that have been there for a long time and understand the business in a way that they just fundamentally don't. And grocery epitomizes that. And the Amazon Fresh experience epitomizes that.

Social media platforms focus on outcomes: Executives cite pressure to deliver for advertisers as Q2 earnings reports approach.

On today's podcast episode, we discuss what non-AI technology took the spotlight at this year's Consumer Electronics Show (CES), second-tier TV audiences, what streaming will look like in a few years, what its like to shop with a chatbot, how digital grocery will take things up a notch, how big the sun actually is, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Bill Fisher, and forecasting analyst Zach Goldner.

On today's podcast episode, we discuss how Amazon turned its ecommerce business around, how much its new AI shopping assistant moves the needle, and what's really driving its ad business. Tune in to the discussion with our analyst Zak Stambor and vice president of content Paul Verna.

TikTok's marketing influence grows: The platform is becoming pivotal in holiday campaigns and consumer engagement.

As retail media grows, it is changing. At the moment, search remains retail media’s bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media’s continued growth.

The opportunity: While live shopping struggles to gain traction stateside due to limited viewer interest, shoppable TV ads enable brands to reach users where they’re already watching and engaged.

And again, Amazon, I think, is disrupting the search process for people, or for shopping for actual things. Some competitors might emerge; Shopify, potentially, if they start aggregating all their stores into one platform. They've actually launched a website. That could be another way that Google's presence in the shopping process gets disrupted, I think.

Why it matters: Live sporting events, including NBA games, are one of the few remaining forms of appointment viewing, attracting significant ad spend. Our forecast calls for digital live sports viewers in the US to grow from 95.5 million in 2023 to 126.8 million by 2027—a 32.8% increase over four years.

On today's podcast episode, we discuss why TikTok might not actually be a social media platform, how much young people use it to search for things, and whether TikTok Shop is ruining TikTok. "In Other News," we talk about the battle between Threads and X (formerly Twitter), as well as whether Snap distancing itself from social media will work and start a trend. Tune in to the discussion with our analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

The ecommerce giant’s nearly $42 billion take will amount to 13.9% of the digital ad market. That positions it to possibly overtake Meta before the end of the decade. Amazon’s OTT ad revenues are a small but increasingly important part of the story. Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023.

But Target, they're trying to boost online shopping growth. We estimate Target's e-commerce sales will grow only 3% this year versus Walmart's 13%. Last year, Target's online shopping was an even lower, 1.4%. Currently, of Target's online orders, about 40% are click and collect, but that share is flat, has been for a couple of years.

Retail media’s rise in popularity is being boosted by increasing ecommerce sales, a wide variety of ad formats, and established retailer-brand relationships. But an increasingly crowded space may have advertisers feeling overwhelmed, which could put a bit of strain on retail media’s growth.

On today's podcast episode, we discuss whether Uber's business is actually sustainable, how many Americans use ride-hailing apps, and what the ad opportunity is. "In Other News," we talk about whether there will be more—or fewer—self-checkout options by the end of next year and whether the world is ready to accept humanoid robots used by Amazon. Tune in to the discussion with our analyst Yory Wurmser.