5 charts on what's shaping retail media through 2028: Search, non-endemic advertisers, financial media competition

US retail media ad spend to hit $129.93 billion by 2028, driven by retail media search's double-digit growth, offering performance-driven results for over half of retail marketers.

In-store retail media to grow steadily despite barriers, with heavy investment in technology required. Non-endemic partnerships are common, benefiting from retail media networks' first-party data access.

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