Retail media has become strategically important to marketers. But the challenges the channel presents, and how advertisers respond to those challenges, are also coming into focus. Retailers’ approach has massive implications for retail media networks themselves—and for other ad spending channels, as well.

Key Question: What will compel retailers to adopt the standardization and measurement needed to unlock retail media’s maximum potential?

KEY STAT: Increased spending in retail media connected TV and other off-site formats has pushed our forecast up several percentage points, starting with a 3.2% increase in 2024.