Amazon sellers using sponsored product ads now have access to Amazon’s Marketing Cloud clean room. Amazon’s expanded access to its clean room solution will enable SMBs to measure and optimize campaigns with the same sophistication as enterprise advertisers while allowing the ad giant to accelerate its push against larger rivals.

Latin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.

The commerce media space is growing fast, and as it gets more crowded, it’s becoming harder to keep up with the retail media giants. But by teaming up, smaller players can more easily scale their networks to achieve the reach to stay competitive.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.

Incrementality has always been the holy grail of retail media. But lately, it’s taken on greater importance as ad budgets are squeezed and retail media networks (RMNs) fight for their share of ad dollars.

“As retail media has grown, the landscape has become increasingly complex and fragmented, said EMARKETER principal analyst Sky Canaves during last week’s EMARKETER's summit on Commerce Media Trends 2025. “Comparisons are hard when standards vary across channels and platforms.”

Attention measurement is maturing: The hotly sought-after metric is getting industry standards thanks to the IAB and MRC.

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

Marketing measurement is changing fast, with new tools making data collaboration, privacy compliance, and cross-channel insights easier than ever. To stay competitive in 2025, marketers will need to find smarter ways to connect fragmented data and uncover deeper insights into the customer journey.

On today's podcast episode, we discuss the main challenges around extracting more value from first-party data, what happens when you create standardization, and the importance of measurement as we head into 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Max Willens, and Vice President of Product at LiveRamp Matthew Karasick.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.

Nearly three-quarters (74.2%) of the $59.61 billion in US digital retail media ad spend we forecast for 2024 will go to Amazon. That leaves $15.35 billion going to non-Amazon retailers and $370 million going to in-store formats.That should excite marketers, said EMARKETER’s new principal analyst Sarah Marzano.

Retail media just got even bigger. We recently updated our US retail media ad spend forecast to show higher growth than previously estimated, culminating in $109.40 billion in spend in 2027.

The retail media landscape is vast—and growing. Brands can’t work with every retail media network (RMN), but they should find the right ones for their objectives. That starts with asking the right questions.

US omnichannel retail media ad spend will increase by 22.6% next year for a total of $55.64 billion. One thing that could unlock spend even further? Standardization.

The continued growth and success of retail media hinge on achieving measurement standardization, according to Jeffrey Bustos, vice president of measurement addressability data at the Interactive Advertising Bureau (IAB).

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.

A lack of standardization across platforms was cited as US marketers’ No. 1 challenge with retail media networks (RMNs) as of last summer, according to the Association of National Advertisers.