Retail media is capturing more search budget, eroding Google’s dominance while boosting Amazon. Walmart search ads deliver value for their cost, while Instacart ads drive comparatively high clickthrough rates (CTRs).

This deck covers:

• A breakdown of our search ad spending forecasts, including total search ad spending, retail media versus nonretail media, and search ad revenues by company
• An overview of average search cost-per-click (CPC) rates, including breakdowns by search engine, product category on Google, and retail media network (RMN)
• An overview of CTRs by search engine, and RMN plus Instacart