Physical stores drive most retail sales, but they capture just under 5% of non-Amazon retail media spend. Ecommerce-first measurement, fragmented infrastructure, and misaligned incentives limit scale. Solving attribution and integration gaps is key to unlocking full-funnel retail media growth.

Key Question: Why do retail media ad buyers continue to underinvest in in-store retail media, and what must change for advertiser spend to scale?

Key Stat: By 2027, spending on in-store retail media will make up less than 5% of non-Amazon retail media ad spending.