Retail’s share of the sell side of digital advertising is approaching its share of the buy side

Key stat: Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024. By 2027, it will also account for over a quarter of the sell-side market through retail media networks.

Beyond the chart:

• US retail media ad spend will reach $59.61 billion this year, according to our October 2023 forecast.
• 18.5% of retail media network ad spend is coming from off-site advertising, and that share is growing, per our forecast.
• With retail media gaining so much of the digital ad landscape, it’s no surprise ad giants like Google and Microsoft are building out their own retail media tools.

Use this chart:

• Demonstrate the prevalence of retail in ad buying and selling.

More like this:

• US retail digital ad spend growth will outpace overall digital ad spend growth in 2024
• Measuring performance is critical to CPG brands’ retail media investments
• Three quarters of US advertisers incorporate on-site ads in their retail media strategy
• In-store retail media, standardization, and partnerships are on our mind

Note: Includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.