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Bigger and better: US ad spend on off-site retail media will grow 61.5% to reach $10.64 billion this year, per our forecast. That number will more than double over the next four years, reaching $28.05 billion by 2028, making up over a fifth (21.8%) of total retail media network ad spend.

Display ad spending accounts for an increasing portion of ecommerce channel ad spend, a large subset and close proxy of retail media, though search is also growing steadily. Just like with overall digital display, expect retail media to double down on video, with Amazon and The Kroger Co. both focusing on CTV ads. Learn more about how to seize the retail media opportunity in our 鈥淎ttention!鈥�

In many ways, affiliate marketing is driven by savvy shoppers: people who search for discounts, research their purchasing decisions, and buy from sites (and people) they trust. As retail ecommerce activity continues to accelerate, the ranks of those consumers are growing.

But unless the platform is also an ecommerce hub, it won鈥檛 have transaction data to connect sales to ad exposures. Retail media鈥檚 importance has increased as legacy identifiers blink out. Closed-loop attribution has become more attractive. As cookies and other legacy identifiers (e.g., mobile ad IDs, IP addresses) become scarcer, platforms with built-in measurement advantages have benefited.

So if you think about retail, e-commerce sales, just the number of people buying goods on the internet that is continuing to grow really, really healthily and the sheer volume of goods that people buy online now is really, really pretty large and pretty impressive.

Ecommerce traffic is the foundation of retail media 1.0, where in-market online shoppers search for products and brands and convert into buyers, fueling retail media鈥檚 powerful closed-loop measurement. We asked respondents to evaluate two dimensions of ecommerce traffic: traffic scale and traffic quality. Amazon Ads ranked No. 1 in traffic.

Amazon put a pause on its Amazon Fresh grocery store expansion, but its partnership with Whole Foods Market helped the ecommerce company grow its brick-and-mortar business 5.7% in Q4 2022. Instacart, in return, is using technology to drive more retailers to use its platform, including out-of-stock insights and smart shopping carts. 3. Competition comes from all sides.

Search ads launch on TikTok: The keyword-based feature enables brands to reach users during searches, aligning ad efforts with user intent and behavior.

Marketers project Q4 revenue gains: Sales to outpace ad spend growth, driven by focus on more efficient spending strategies.

Google said today it is rolling out its Product Studio tool this week, which uses AI to help merchants create and manage product imagery. If that sounds familiar, it鈥檚 because Amazon Ads launched something similar last week. But it鈥檚 not just Amazon and Google that are leaning harder into generative AI. Walmart is incorporating the technology into search to give shoppers more relevant results, while Klarna is using AI-powered video to expand users鈥� time spent with the platform.

Among major streaming services, Netflix鈥檚 time spent share exceeds ad revenues the most, indicating it has the most room to expand.

Your one-stop-shop for travel industry digital metrics in 2023.

Albertsons, Costco, and Instacart are enhancing their retail media offerings. TikTok Shop reached a $1 million livestream. And three-time consecutive first place winner Walmart is developing immersive ways to shop and catering product lines to younger shoppers. Here鈥檚 our Unofficial Most Interesting Retailers List for June 2024.

The argument: As the off-site era of retail media ad spending matures, driven by aggregators like Criteo, The Trade Desk, Skai, and Pacvue, the influx of ad dollars is inhibiting incentive for standardization, argued Willens. 鈥淭hey've got at least a year before the pressure to get to a standard rises up,鈥� he said.

Chinese retailers may cut ad spending under new tariffs: US tariff crackdown could impact Temu and Shein's ad investments, reshaping the digital ad market.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

Layering ad dollars on top of that is a smart revenue driver for Costco. In-store retail media is still in its infancy, accounting for only 0.7% of US omnichannel retail media spend this year, according to our March 2024 forecast. But it鈥檚 growing fast as players like Costco recognize the potential.

As the region鈥檚 No. 1 retail ecommerce player by total sales dollars, Mercado Libre has the competitive edge in each of the 18 Latin American markets it operates in.