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Our first-ever worldwide forecast for retail media ad spending shows enduring momentum and lots of good news for Amazon and other ecommerce platforms around the world.

The growth in retail media ad spending in these three countries will outpace all other formats for years to come. It鈥檚 thus gaining an important place at the ad budgeting table.

Retail media will make huge gains this year in Canada. Our first-ever forecast for retail media ad spending in Canada and our joint survey of ad buyers (conducted with IAB Canada) highlight the latest developments.

Brazil鈥檚 digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil鈥檚 digital advertising landscape in 2025.鈥�

Retail media鈥檚 growth will continue to be fueled by two complementary advertiser needs: the need for measurable sales, and the need for privacy-compliant data that can be used to reach consumers at the top or middle of the purchase funnel.

Led by retail media, commerce media is well on its way to becoming an essential component of many advertisers鈥� media budgets. But a rapidly diversifying field of competitors will change how advertisers approach the channel.

Retail media will set the pace for digital advertising growth in the coming years as more retailers invest in monetizing the channel and more advertising options become available to media buyers.

The news: Global ad spend growth is slowing but staying positive, with WARC projecting a 6.2% rise to $1.16 trillion in 2025 and MAGNA forecasting a 4.9% climb to $979 billion. Retail media is outpacing linear TV for the first time, and Alphabet, Meta, and Amazon continue to control the majority of digital revenues. Measurable channels like short-form video, retail media, and ad-supported VOD are gaining ground. Our take: Amid economic pressures and trade concerns, advertisers are prioritizing performance, shifting budgets geographically and platform-wise. With elections, AI, and major global events on the horizon, platforms that prove outcomes鈥攏ot impressions鈥攚ill shape the next era.

础尘补锄辞苍鈥檚 retail media ad revenues will exceed $60 billion, per WARC: The change represents its steady growth despite broader economic setbacks.

Tariffs will have an impact on retail media spend, but even in the most extreme scenario of tariff implementation, we still expect retail media ad spend to rise this year. 鈥溎⒐紸V half of Amazon's top 10,000 sellers are based in China,鈥� Marzano said. But many of these sellers may not have any choice but to continue spending on US-based retail media networks.

Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.

With most of retail media ad spending dedicated to search, retail media networks (RMNs) will likely lean into the channel. There鈥檚 little early evidence that tariffs will disrupt the channel鈥檚 current plans for genAI. Neither incumbents nor upstarts appear to be pausing or revising their plans to incorporate AI more fully into their products.

Even with heavy tariffs, US retail media ad spend will grow by 8.5% in 2025, per our April 2025 forecast. Use this chart: Media buyers and strategists can prepare scenario plans tied to tariff policy risks. Financial teams that budget forecasts should account for macro volatility and international policy shifts that could ripple through marketing plans.

Go further: View our tariff coverage in our Impact of Tariffs hub, which includes reports like Impact of Tariffs on US Retail Media Ad Spending.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.