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But individual digital ad marketplaces will reflect their specific dynamics. Even as retail media ad spend surges, the ramp-up in available supply continues to outpace demand. Until that relationship flips, CPCs will stay in check鈥攂ut it may be safer to invest in still-maturing platforms.

Retailers with brick-and-mortar footprints like Walmart, Lowes, and CVS are also expanding in-store advertising capabilities to include audio formats, often available for purchase programmatically. Audio is likely to gain traction quicker than other in-store activations.

Walmart. Why: 鈥淲补濒尘补谤迟 is not often seen as the 鈥榠t鈥� place to shop, and it knows,鈥� said our senior content director Becky Schilling. 鈥淚t's experimenting with tech to change that.鈥�. What鈥檚 interesting:. Walmart is expanding its 30-minute drone delivery pilot, serving 1.8 million households in the Dallas-Fort Worth area.

Meanwhile, TikTok limited the US version of Shop to sellers who are US residents or businesses registered in the US, which means the overseas merchants that account for a large share of SKUs on Amazon, Walmart, and other platforms can鈥檛 sell on the platform. Of course, TikTok could open up the US version of Shop to foreign sellers.

Behind the numbers: The spike in CPCs is partly due to the growing importance of Amazon鈥檚 Prime Day events, as well as brands鈥� belief that they have to advertise on the marketplace to get in front of shoppers. Unsurprisingly, average CPCs were highest during Amazon鈥檚 Prime sales in July and October鈥攖he only two months where CPCs surpassed the $2 mark.

GenAI has marketplace relevance across generations. The 20.1% adoption rate among boomers is particularly noteworthy for a new technology, indicating a broad-based adoption trend. A notable gender gap exists, particularly among younger users. Gen Z shows the highest gender gap in terms of AI usage.

So relevant to the people who would normally be on the marketplace, but complimentary to what's already on the site. Sara Lebow (03:13):. And I feel like we're seeing an increasing number of brands do this. I know Walmart Connect just made some announcements specific to supporting non-endemic brands. Right? Sarah Marzano (03:22):. Yeah.

Though Amazon and search engines like Google are the No. 1 and No. 2 places consumers start their search for products online, per Jungle Scout鈥檚 Q2 2024 Consumer Trends report, they face competition from other retailers like Walmart and Target, as well as social platforms like TikTok and Pinterest. The catch: Visual search hasn鈥檛 hit mainstream adoption.

Both Temu and Shein attract more repeat shoppers monthly than eBay and Etsy, although they trail Amazon and Walmart by a considerable margin. Why it matters: The speed with which Shein and Temu entrenched themselves into the US retail landscape shows just how effective the two companies鈥� ad blitzes have been鈥攁nd continue to be.

On today's episode, we discuss how this year's Amazon Prime Day will be different, how competitors can maximize the sales holiday's impact, and an uncanny link between Prime Day and the end-of-year holiday season. "In Other News," we talk about the significance of NBCUniversal and Walmart Connect bringing targeted ads to live sports and Amazon's AI initiatives. Tune in to the discussion with our vice president and analyst Andrew Lipsman.

Alibaba has also found success with the fashion-oriented marketplaces it鈥檚 launched in Spain (Miravia) and Turkey (Trendyol) that sell a mix of local brands, and it aims to expand these concepts to other markets. Sustained growth demands creative reinvention. With roots in China鈥檚 highly competitive market, Shein, Temu, and TikTok are moving quickly to stay ahead.

Among these large players, Netflix, Walmart, TikTok, and Amazon are set for the fastest growth, at least in theory. Click here to view our full forecast for US digital ad revenues by company. If TikTok doesn鈥檛 survive its second reprieve this summer, half of its annual total will be up for grabs.

Or the Walmart "Jingle Bell Love" movie or the "Add to Heart" romcom. Those were extremely unsubtle, and this is-. Sara Lebow (09:37):. What are we talking about? Arielle Feger (09:42):. Sara's face. She just got so upset. That was like Walmart shoppable media push. Zak Stambor (09:45):. Yeah. Rachel Wolff (09:46):. And doesn't Chick-fil-A have its own content? Arielle Feger (09:48):.

But it's interesting to see how they're planning out their marketplace too. So when we think about their online business gaining share, we have to think about their marketplace, and they are making some changes so that they can try and be more profitable.

Amazon strengthened its grip on ecommerce in 2024: The retailer warded off growing competition from Temu and Walmart by improving delivery speeds, offering deals, and enhancing Prime benefits.

The Trade Desk (TTD) made waves with its Sellers and Publishers 500+ Marketplace last year. The solution, essentially a large inclusion list, narrows the open web down to a subset of websites and apps that TTD regularly vets and updates. In 2022, GroupM launched Premium Marketplace to provide clients with direct access to high-quality inventory.

But at the same time, it鈥檚 a sector full of change and challenges that requires consistent monitoring to maximize performance. 2024 was the year Instagram expanded its creator marketplace and tested unskippable ads. Social was a major player in the US election, putting brand safety concerns front and center.

2024 is shaping up to be the year of the AI-powered shopping assistant. Just two months in, retailers from Walmart and Amazon to Ikea and Chevron have released a flurry of AI-based updates, hoping to make the shopping experience easier and more relevant.

For example, a travel company that functions as a marketplace, such as Expedia, has a slew of potential endemic advertisers鈥攊ncluding hotels and airlines.

Walmart has a similar shoppable recipe tool with Tasty and NBCUniversal鈥檚 TODAY website. Shoppable games. Both Walmart and Amazon are experimenting with physical commerce in the metaverse by integrating product listings and other commerce tools into video games. Retail media experts are betting on shoppable video, but consumer adoption has yet to spread beyond social media.

Nobody ever talks about Sam's Club as much as they talk about Walmart, but they really are doing some cool things when it comes to making the shopping experience more frictionless, and trying to really use AI in this instance to make something that was annoying for everybody, and probably costly for Sam's Club, go faster, which is that Scan & Go.

And for our final story, we're heading stateside where Walmart Connect is working with NBCUniversal to bring targeted ads to live sports. In another retail media focused announcement, Walmart Connect revealed that it is working with NBCUniversal to integrate retail media powered ads within live sports streams, a first for the media giant.