This State of the Industry report, with partner insights from Instacart, explores how brands and agencies are expanding their audience reach through off-site retail media advertising.
Retail media advertising’s popularity has surged over the past few years, with many retailers increasing their investments in this space as others venture into retail media for the first time. There are now more than 200 retail media networks in various states of growth or stasis, according to data from Mimbi.
However, while retail media remains one of the fastest-growing areas of advertising, maintaining that growth is becoming harder to achieve. According to a January report from the Interactive Advertising Bureau, commerce ad spend is expected to grow 15.6% in 2025, compared to 25.1% growth in 2024. EMarketer, meanwhile, is projecting that retail media will grow by 17.5% this year, but by just 10.4% by 2029.
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