Retail media’s rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.
Commerce media ad spending in the US is on track to surpass $100 billion by 2028. While retail media networks (RMNs) will continue to dominate, growth from nonretail verticals will shake up the landscape.
This deck will:
Analyze our forecast for commerce media ad spending from 2025 to 2028.
Outline key differences among commerce media cohorts.
Illustrate anticipated shifts to the broader commerce media landscape.
Here’s what’s in the full report
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