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EMARKETER

Advertisers adjust their budgets to capitalize on retail media

Article by Emmy Liederman  |  Mar 13, 2025
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Advertisers adjust their budgets to capitalize on retail media
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Retail Media
United States
US Retail Media Ad Spending Will Increase by 88.5% From 2024 to 2028 (billions in US retail media ad spending, % change, and % of digital ad spending, 2024-2028)
E-Mail ChartDownload

Key stat: US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 EMARKETER forecast.

Beyond the chart:

  • Retail media ad spend on connected TV (CTV) is growing quickly in the US, increasing 45.5% YoY in 2025, EMARKETER forecasts.
  • Nine in 10 US marketers plan to promote their creator partnerships via retail media networks in 2025, according to an October 2024 LTK survey.

Use this chart: Marketers can use this chart to consider the role of retail media in their strategies, and how reaching consumers at the point of purchase can benefit other channels like influencer marketing and CTV.

Related EMARKETER reports:

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