New entrants in 2021: Several retailers and commerce platforms made their media network debut this year, including:
- Albertsons
- Dollar Tree
- Gopuff
- Lowe’s
What to expect in 2022: With third-party cookies set to vanish next year, expect to see more advertisers turning to retail media networks to provide valuable insights into consumer behavior. At the same time, Amazon’s stranglehold on retail media spend will start to slip, giving competitors like Walmart and Instacart an opportunity to establish themselves.
- We anticipate digital retail media advertising will jump by 31.4% in 2022 to $41.37 billion, marking it out as one of the digital ad segments with the highest growth.
- However, retailers will need to come up with new ad formats and advanced capabilities to prove to brands they are effective at bringing in new customers.