Healthy growth will obscure the upheaval that retail media’s evolution is causing. Retailers racing to think more like publishers—and brands trying to rethink the value of retail media—are feeling some strain.
Retail media should become one of digital media’s most important channels. But neither the buy nor sell sides have fully addressed the issues keeping the channel from maximizing its growth, including organizational challenges and measurement inconsistency.
Key Question: What is driving and hindering the growth of retail media ad spending?
KEY STAT: We expect advertisers to pour more than $45 billion into retail media ad spending in 2023.
Here’s what’s in the full report
3files
Exportable files for easy reading, analysis and sharing.
4charts
Reliable data in simple displays for presentations and quick decision making.
4expert perspectives
Insights from industry and company leaders.
Table of Contents
Executive Summary
Despite economic headwinds, digital advertising’s third wave is nowhere near cresting.
Steady retail ecommerce growth is providing a tailwind.
Amazon provides most of the oxygen.
The number of retailers getting in on the fun is growing—as is the number of RMNs brands use.
Retail media is dominated by on-site advertisements—for now.
CTV is less critical to retail media’s near-term future than presumed.
Advertisers’ sense of retail media’s place in the funnel is shifting.
Our forecast changes reflect a channel evolving too fast—for both its buyers and its sellers.
View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Healthy growth will obscure the upheaval that retail media’s evolution is causing. Retailers racing to think more like publishers—and brands trying to rethink the value of retail media—are feeling some strain.