US omnichannel retail media ad spending will reach $129.93 billion by 2028, up from $54.85 billion this year, according to an EMarketer forecast.

Data from December 2023 from Skai and the Path to Purchase Institute shows that 81% of advertisers feel retail media is at least “very important” to their strategies.

Retail media websites such as Amazon and Walmart mainly sell products.

“Advertisers are still challenged by how complicated retail media advertising is due to the sheer volume of retail media networks and the lack of standardization over ad formats and measurement,” reported EMarketer.


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