France, Germany, and the UK Retail Media Ad Spending Forecasts 2024

Digital Advertising’s Third Wave Swells on Western European Shores

About This Report
The growth in retail media ad spending in these three countries will outpace all other formats for years to come. It’s thus gaining an important place at the ad budgeting table.

We’ve been talking about digital advertising’s “third wave” for a few years now, but the focus has been primarily on the US market, where retail media’s growth has been particularly pronounced. Our latest digital ad spending forecasts show that the retail media wave is rising in France, Germany, and the UK.

Key Question: How big is the retail media advertising opportunity in France, Germany, and the UK?

Key Stat: The UK will remain the biggest market for retail media ad spending, passing $4 billion this year, but all three countries will experience significant growth through 2027.

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Bill Fisher


Oscar Bruce Jr.
Senior Forecasting Analyst
Carina Perkins
Senior Analyst
Paul Verna
Principal Analyst

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