Retail media ad spend will reach over $100B by 2027

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Key stat: US retail media ad spend will more than double between 2023 and 2027, reaching a total of $109.40 billion, according to our forecast.

Beyond the chart:

  • Increased spending in retail media connected TV and other off-site formats has pushed our forecast up several percentage points, as noted in our Retail Media Forecast H2 2023 report.
  • US retail media ad spend will grow by more than 20% every year through the end of our forecast period in 2027.
  • The uptick in our forecast resulted from strong showings from both Amazon Ads and Walmart Connect, the two biggest retail media networks in the country.
  • By 2027, retail media will account for more than one-quarter of US digital ad spend, per our forecast.

Use this chart:

  • Reassess retail media investments.
  • Communicate the importance of retail media.

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