Retail media ad spending will account for more than one-fifth of overall US ad spending by 2027, according to an Insider Intelligence/eMarketer forecast.

Through 2027, social media will remain the second-largest ad channel, albeit by a narrow margin. According to the projection, retail media ad spend is expanding faster than search or social.

Retail e-commerce includes Amazon, Walmart, and eBay. According to Insider Intelligence/eMarketer, search ads will steadily grow and become the biggest ad spend channel this year.


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