How Retail Media Advertising in China Compares With the US

The US Market Is Catching Up, but Can It Reach China’s Scale?

About This Report
In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

Retail media advertising has been a prominent part of the digital ad industry in China for many years. While overall digital ad spending in the US far exceeds digital ad spending in China, the same has never been true of ecommerce channel ad spending. However, the US is now growing faster and has more headroom for growth than China.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.


Ethan Cramer-Flood


Brian Lau
Forecasting Analyst
Peter Newman
Senior Forecasting Analyst

"Behind the Numbers" Podcast