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69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.

鈥淚n 2022, retail media hit the first of many milestones when it became the fastest US ad channel to eclipse $30 billion in spending鈥攏early twice as quickly as it took social media,鈥� our analyst Max Willens said on a recent Meet the Analyst webinar. 鈥淭hat was just the start.鈥�

Last week, retail marketplaces Thrive Market and Faire joined the growing number of retail media.

Ahold Delhaize sees big retail media opportunities in its stores: There鈥檚 good reason for that outlook since we expect 87% of grocery sales to occur offline this year.

In Q2 2024, worldwide clickthrough rates (CTRs) for search was 1.63%, more than double that of social (0.66%) and quadruple that of retail media (0.39%), according to a July 2024 report by Skai.

As inflation eases across Europe in 2024, retail, media, and marketing firms will turn their attention to regulatory headwinds on the horizon.

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.

Two in three advertisers don鈥檛 plan to invest in new retail media networks (RMNs) in the next couple of years, according to Association of National Advertisers (ANA) data. 鈥淭he majority of dollars used to fund investments in retail media are being borrowed from existing budgets within advertisers鈥� organizations,鈥� said our analyst Sarah Marzano.

Our predictions for retail media networks, smart TV watching, and generative AI.

Amazon and Walmart are search advertising鈥檚 growth engines: The latter is a distant second to the former, accounting for nearly 4 in 10 non-Amazon retail media search ad dollars this year.

Expanded opportunities have made retail media鈥檚 rosy forecast even rosier. But retailers and buyers need to address the channel鈥檚 measurement, standardization, and complexity challenges.

The retail media landscape is dominated by national retailers like Amazon and Walmart, which boast the No. 1 and No. 2 retail media networks in the US by digital ad spend, per our forecast.

In August, brands got physical, with Olipop entering a new stadium, Nordstrom inking a deal with Rihanna, and Walmart growing with nonendemic retail media opportunities. Others took a more digital approach, making shopping more seamless on social media sites and AI-powered search. Here are the moves that made our analysts name eight brands to our unofficial most interesting list in August.

尝辞飞别鈥檚 retail media network rebrand isn鈥檛 signaling a new identity, but a confirmation of the relationship it's built with its advertising partners.

The close tie between Amazon's ecommerce and advertising businesses presents both opportunities and challenges. "When ecommerce sales are growing, retail media dollars are going to go up,鈥� our analyst Jeremy Goldman said on a recent episode of the "Behind the Numbers" podcast. 鈥淏ut when ecommerce dollars aren鈥檛 growing that much, it's harder to get the retail media dollars to grow because they鈥檙e so intertwined."

Digital ad spend grows in Q2 2024, says Skai: Retail media leads with 21% YoY increase, despite higher CPC and CPM across channels.

58% of brands and 51% of agencies would like to see retail media-like offerings from verticals beyond retail, according to Q4 2023 data from Criteo.