Retail Media Keeps Growing, Bringing Marketing, Commerce and Measurement Together

What happened

WARC projects an increasing share of global advertising spending for retail media.

What changes

Advertising is becoming more closely connected with the environments where people shop.

Why it matters

Retail media brings questions about sales impact, customer data and measurement into media planning.

Implications for businesses

A U.S. advertiser should compare retail media opportunities using consistent definitions of incremental sales and cost.

Un Rino’s take

A growing channel still needs to prove its contribution to the business rather than inherit a budget automatically.