“The debate is over — retail media is now almost universally recognized as one of the most effective methods of commerce marketing,” declared The Mars Agency in its third annual Retail Media Report Card. If retail media is indeed past the initial phase of proving its worth, then the logical next question is: Where does it go from here?
One thing to be sure of is that retail media is set to grow significantly in both size and scale. According to Emarketer estimates, retail media networks are slated to bring in $106 billion in U.S. ad spending by 2027 — more than double the $45 billion expected from the sector this year.
