Retail media networks, where retailers sell advertising space, have significantly impacted U.S. holiday marketing, reaching unprecedented numbers of ad impressions, according to Sensor Tower. The channel recorded 75 billion impressions in Q4 2024, a 4% increase from the previous year. While major players like Walmart and Target continue to dominate, there is a notable rise in niche networks such as Chewy and Uber, which have adapted the retail media model. This shift highlights a broader trend where various industries are utilizing first-party data to explore commerce media, moving beyond traditional ad strategies reliant on third-party cookies.
Retail media networks are increasingly pivotal in U.S. holiday marketing, with a record 75 billion ad impressions in Q4 2024, signaling significant growth.
Personal care brands took the lead in retail media advertising in Q4 with 7 billion impressions, showcasing the channel's expanding influence among diverse industries.
While Walmart and Target dominate retail media platforms, the emergence of niche networks and non-traditional players like Uber reflects a broader evolution in commerce media.
The shift towards first-party data utilization in commerce media among various industries exemplifies a crucial move away from dependency on third-party data strategies.
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