The outlook for retailmedia ad spending remains bright throughout most of the world, even as ad budgets are increasingly constrained in the face of economic storm clouds.
With origins in performance advertising and a focus on efficiency, retail media is likely to remain resilient, even amid an economic upheaval exacerbated by US tariffs. However, impacts won鈥檛 be evenly felt, leaving some players better positioned to withstand headwinds.
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.
Growth rates in retailmedia ad spending are slowing YoY. The channel鈥檚 contribution to total digital ad spending continues to rise, however, highlighting the increasing influence of retail media on holistic advertising strategies.
Retailmedia ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.