蘑菇AV

Consumers typically buy consumer packaged goods (CPG) more frequently and often in-store, making those purchases different from general merchandise. Nonetheless, ad-buying on retail media networks (RMNs) is somewhat more established with more sophisticated options for CPG than for general merchandise because retail media has been a staple of CPG ad-buying for longer. That means CPG ad-buying habits could be a model for future trends in retail media.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The outlook for retail media ad spending remains bright throughout most of the world, even as ad budgets are increasingly constrained in the face of economic storm clouds.

In 2025, there will be a stronger focus on performance marketing as advertisers seek to prove their efforts are worth the investment.

What is non-endemic advertising, and what should brands and retailers know about this emerging ad format?

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Latin America鈥檚 commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data鈥攆ollowing the path retailers have already paved.

Retail media is taking Latin America鈥檚 digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

Advertiser frustration with the lack of standardization is not improving

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

Given that more than 80% of total retail sales still take place in stores, retailers are recognizing an opportunity to extend their lucrative retail media advertising programs into physical spaces.

DoorDash is strengthening its media network through new ad products and the acquisition of tech company Symbiosys, aiming to help brands reach consumers both on and off its platform.

In the increasingly crowded retail media space, hiring could be one strategy for networks to differentiate themselves from competitors.

Retail media鈥檚 rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media鈥攁nd which parts of each might fare best and worst.

This sponsored article by Roundel will explore the fast-moving retail media landscape.

Retail media has swallowed up the shopper and trade marketing budgets of CPG brands. Incrementality is the top KPI for RMN advertisers, but it鈥檚 not the only one.

The majority (80.9%) of worldwide retail media ad spend will take place in China and the US this year, according to a March 2025 蘑菇AV forecast.

No matter when or how they land, President Donald Trump鈥檚 tariffs will shake up retail and digital media.

Latin America鈥檚 digital economy will undergo significant changes in 2025 as retail innovation and regulatory changes redefine business dynamics for global and local players alike.

The news: Cannes Lions 2025 is highlighting how retail media is moving beyond performance marketing into broader applications across brand storytelling, in-store influence, and customer experience. Executives like Victoria Usher and Jim Kane are calling attention to how brands now activate retail data for segmentation, planning, and innovation across media touchpoints including CTV and search. Our take: This shift reflects growing demand for privacy-safe, first-party data solutions amid signal loss and rising complexity. Cannes will underscore retail media鈥檚 potential to support creativity and full-funnel integration. The future isn鈥檛 just attribution鈥攊t鈥檚 about making retail platforms vital to brand equity and long-term engagement.