Retail media grows its share of total US ad spend, but isn’t overtaking social just yet

Key stat: Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

• Social media will maintain its position as second-biggest ad channel through 2027, though not by much.
• Retail media ad spend is growing faster than either search or social, per our forecast.
• The battle for second may come down to which channel can grab more dollars from slower-growing or declining legacy channels (like linear TV), per our Social Network Ad Spending and Trends Q4 2023 report.

Use this chart:

• Identify growth trends across top ad channels.
• Assess search, social, and retail media ad spend.

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