"And there's a serious 'fat head' when it comes to distribution of retail media spend: Amazon commands 75% of US retail media spend, Walmart takes another 7%, leaving 16% for 200-odd retailers to fight over. But while most retailers fixate on replicating Amazon's playbook with sponsored product listings and off-site audience extension, a handful of companies have identified white space in moments that feel less like advertising and more like value creation."
"Rokt populates ads after peer-to-peer transactions on PayPal and Venmo 'thank you' pages, plus merchant confirmations through Honey. Research from Rokt and The Harris Poll shows 56% of shoppers are most excited while completing a purchase, with excitement peaking at confirmation. Here's the kicker: 62% would rather abandon their cart than deal with irrelevant offers during checkout, yet 70% want shopping experiences that surprise and delight them."
More than 200 retail media networks compete for advertiser attention while Amazon captures 75% of US retail media spend and Walmart holds another 7%, leaving roughly 16% for other retailers. Brands manage relationships with an average of five to seven platforms. Many retailers copy Amazon's sponsored listings and off-site audience playbook, but some companies monetize transaction, product discovery, and post-purchase moments that feel like value rather than advertising. PayPal partnered with Rokt to place ads on PayPal and Venmo 'thank you' pages and Honey confirmations. Research shows 56% of shoppers are most excited during purchase, 62% would abandon carts over irrelevant offers, and 70% want surprising, delightful shopping experiences. Rokt uses machine learning on behavioral, transactional, and contextual signals, projects 7.5 billion transactions in 2025, and reported $600 million revenue in 2024, up 40% year-over-year.
Read at The Drum
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