Retail media advertisers will spend nearly identical amounts on on-site and off-site display ads in 2024

• Off-site and on-site display ad spending will each more than double over the next five years. On-site display ad spending—what we refer to as ecommerce channel display ad spending in our forecasts—will climb to $9.98 billion in 2024, then grow at least 24% YoY every year through 2028.

• But off-site display ad outlays will grow faster. Until now, retail media display ad spending has largely been concentrated on retailer sites. But off-site retail media display ad spending will grow 163.6% between 2024 and 2028, when it will reach $28.05 billion.
• Third-party cookie deprecation will continue to fuel this spending. Google may have delayed its deprecation of support for third-party cookies again, but advertisers will nonetheless gravitate toward advertising partners that offer robust first-party data.

Read the full report, Retail Media Ad Spending Forecast H1 2024.