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EMARKETER

Retail Media Forecast Update H1 2025

Retail Media Rebuilds as Growth Slows and Market Pressures Rise

Report by Sarah Marzano  |  May 13, 2025
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Report
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Table of Contents
Executive Summary
As retail media matures, seismic shifts are happening beneath the surface
Display advertising is emerging from the long shadow of search
Can automation be a salve for retail media fragmentation?
What in-store retail media ad spending lacks in volume, it makes up for in impact to DOOH
Implications for retailers
Recommendations for advertisers
Sources
Media Gallery
About This Report
Growth rates in retail media ad spending are slowing YoY. The channel’s contribution to total digital ad spending continues to rise, however, highlighting the increasing influence of retail media on holistic advertising strategies.
Topics
Retail Media
Digital Advertising
US
Table of Contents
Executive Summary
As retail media matures, seismic shifts are happening beneath the surface
Display advertising is emerging from the long shadow of search
Can automation be a salve for retail media fragmentation?
What in-store retail media ad spending lacks in volume, it makes up for in impact to DOOH
Implications for retailers
Recommendations for advertisers
Sources
Media Gallery

Growth rates in retail media ad spending are slowing YoY. The channel’s contribution to total digital ad spending continues to rise, however, highlighting the increasing influence of retail media on holistic advertising strategies.

Key Question: What are the biggest opportunities in retail media amid slowing growth?

Retail Media Ad Spend Growth Is Decelerating, Even as Its Digital Share Expands, (billions in US retail media ad spending, % change, and % of total digital ad spending, 2025-2029)
E-Mail ChartDownload

Key Stat: Retail media ad spending is on track to represent more than $1 in every $5 spent on digital media by 2029.

This report can help you:

  • Determine market sizing (brands, media platforms, agencies, and solution providers)
  • Develop media strategy (brands and agencies)
  • Allocate budget for campaigns (brands and agencies)

authors

Sarah Marzano

Contributors

Suzy Davidkhanian
VP, Content
Kyndall Krist
Senior Copy Editor
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Andrew Spink
Senior Forecasting Analyst
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
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