Retail media will account for about 1 in 5 digital ad dollars this year. That’s about double the share it held in 2020. We expect it to surpass the one-quarter mark by 2028.

Retail spending on ads is coming off an enormous growth spurt. Retailers’ total media ad spending will surpass $100 billion in 2024 for the first time, nearly double the $51.66 billion spent in 2019.

Amazon announces Big Spring Sale as consumers show signs of spending fatigue: The retailer is counting on the event to jolt sales and give its ad business an edge over Meta and Google.

The cost of advertising on Amazon spiked in 2023: Our industry KPIs show that while CPCs are rising, healthy consumer demand is stabilizing return on ad spend.

With the ascent of Chinese ecommerce disruptors and the ongoing rivalry between Amazon and Walmart, the upcoming holiday season is expected to bring some big shifts. Some of those shifts include the lessening of Cyber Five’s importance and retailers losing focus on profitability, said our analysts Jeremy Goldman and Zak Stambor on a recent episode of the “Behind the Numbers” podcast.

The digital shelf has grown more competitive for CPG brands amid the rise of grocery ecommerce and increasing retail media ad spend.