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The latest data on advertising, retail, and ecommerce sales in Spain reveals slowing growth in digital ad spending and untapped potential for social commerce.鈥�

The news: Consumer packaged goods (CPG) marketers plan to hop on the AI train and scale up their retail, social, and connected TV (CTV) ad spending, but challenges around audience and data fragmentation remain. Nearly two-thirds (62%) of CPG marketers expect to increase their retail media spending in the second half of 2025, per MediaOcean鈥檚 2025 H2 Market Report, compared with 59% for social platforms and 55% for CTV. Our take: Using creative AI tools like one recently added to YouTube Shorts to resize and retarget content for different social platforms can maximize campaign reach. CPGs are huge advertisers, and when they pivot, they can influence the entire market. Broader marketers should follow their lead not only in spending but by immediately testing AI tools in high-impact internal areas like CTV creative or retail copy optimization.

The news: Walmart鈥檚 $2.3 billion Vizio acquisition may have only closed last December, but the retailer is already unlocking outsize value from the deal. Our take: Walmart is squeezing every drop of value from its Vizio deal by fusing hardware, software, data, and retail media into a self-reinforcing flywheel. Making Vizio a Walmart-exclusive private label gives the retailer tighter control over pricing and distribution, while Vizio鈥檚 OS and shoppable-TV features unlock new streams of nonendemic ad revenues. By combining its in-house ad network with ONN TVs powered by Vizio software, Walmart is positioning itself to own the entire living-room stack鈥攆rom screen to checkout. The result is a powerful closed-loop media system that can rival Amazon鈥檚 Fire TV ecosystem. The retailer鈥檚 timing couldn鈥檛 be better: We expect retail media CTV ad spending to surge 47.4% this year to $4.84 billion, and to more than double to $10.72 billion by 2029.

The news: The connected TV (CTV) market is in flux as retail giants Amazon and Walmart escalate their fight for dominance鈥攕taking claims not just on content or devices, but on the operating systems themselves. Our take: Amazon and Walmart are racing to close the gap between attention and action. Controlling TV hardware and CTV operating systems while linking them to first-party retail data helps build seamless, closed-loop ad ecosystems where viewers can become buyers in a click. To stay competitive, marketers must optimize for closed-loop attribution, prioritize retail media integrations, and treat smart TVs as both screen and storefront as retail media and CTV ad spending surge.

For the second half of 2023, US retail media ad spending will reach $46.38 billion, per Insider Intelligence鈥檚 forecast. Meanwhile, connected TV (CTV) ad spending will also post growth of 20.0%. In response, marketers in 2024 will create dedicated retail and media strategies to leverage retail data sets in CTV.

US retail media ad spend will hit $45.15 billion this year, an increase of almost 20% over 2022, according to our forecast. Growth will accelerate each year through 2027, when we expect spend to reach $106.12 billion.

US retail media ad spend will more than double between 2023 and 2027, reaching a total of $109.40 billion, according to our forecast.

Offsite programmatic retail media ascendant: A 167% spike in the category will help drive US retail media to $81.6 billion by next year.

The news: China is outpacing the US in retail media鈥檚 global rise, with nearly half of its digital ad spending now flowing through retail platforms. While Amazon still leads globally, its growth is slowing鈥攅xpected to rise just 18.6% in 2025. Meanwhile, players like Uber Eats, Meijer, and Albertsons are growing ad revenues at triple-digit rates. Our take: Retail media is becoming more fragmented and competitive. Success now requires portfolio diversification, especially as new channels鈥攍ike last-mile delivery and in-store signage鈥攇ain momentum. What began as an Amazon-centric, US-led trend is now a worldwide shift reshaping how consumers discover, consider, and buy.

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

US omnichannel retail media ad spend will hit $129.93 billion in 2028, according to our forecast, up from $54.85 billion this year.

US omnichannel retail media ad spend will account for nearly a quarter of total media ad spend by 2028, reaching $129.93 billion, per our forecast. This growth will be fueled by a surge in retail media search, non-endemic partnerships, and off-site placements. However, financial media networks may give retail media networks some competition for advertiser dollars.

Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.