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US Retail Media Ad Spending Forecast H2 2026
Growth Is Moderating as Off-Site Expands and Market Concentration Deepens
Retail media’s ad spending growth is moderating, but it continues to gain share of US digital advertising. AI shopping assistants are creating new monetization opportunities on-site, while CTV and other off-site formats are expanding retailers’ reach beyond their owned properties.
Key Question: How can retail media networks (RMNs) compete and capture new growth opportunities as the market matures?
Key Stat: Amazon and Walmart will account for a combined 81.0% of US off-site retail media ad spending in 2027, leaving other networks competing for less than a fifth of the market.
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authors
Arielle Feger
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