US advertisers are increasing total spending in the retail industry, with budget largely concentrated in digital. In fact, retail will remain the largest digital advertising industry throughout our forecast period.

Retail’s share of US digital ad spending towers over every other industry

Retail will capture nearly 29% of digital ad dollars in 2026. That’s more than double the 14.2% shares held by both consumer packaged goods (CPG) and financial services, and more than triple the shares of technology and electronics (8.9%) and media and entertainment (8.8%).