"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. Although RMNs have historically limited ad placements to their own digital properties, many RMNs have begun extending their ad offerings to off-site channels like social media, CTV and email in an effort to improve growth opportunities and to expand reach."
Retail media advertising has surged, with more than 200 retail media networks operating at various stages of growth or stasis. Growth expectations are cooling, with commerce ad spend projected to rise 15.6% in 2025 versus 25.1% in 2024 and retail media growth forecasts falling from 17.5% this year to 10.4% by 2029. Many RMNs are extending ad offerings beyond their own digital properties into off-site channels such as social media, CTV, and email to expand reach and improve growth opportunities. Platform partnerships are enabling RMNs to open inventory across the internet and position as full-funnel, one-stop ad shops. A 141-respondent survey examined activation, channel spend, and challenges within off-site retail media.
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