Retail media ad spend projected to reach $178 billion by 2028

GroupM forecasts that global retail media advertising expenditure will grow from $136 billion in 2024 to approximately $178 billion within four years, driven by the decline of third-party cookies and increased advertiser adoption of multiple networks.

The numbers

$178B Retail media estimated to hit $178B in the next four years
$136B GroupM projecting worldwide retail media ad spend to hit over $136B in 2024
$15B Amazon had nearly $15B in ad revenue in Q4 of 2023
15% Retail media will collectively make up 15% of total ad spend
56% ANA reports 56% of advertisers want to work with 5-10 retailers

Sources

kevel.com

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