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Retail Media Reshapes Advertising
Retailers are investing heavily in media capabilities, transforming their advertising businesses into ambitious growth ventures.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
Retail media is booming due to its rich shopper data, with retailers expanding their ad estates and developing integrated attribution capabilities. Amazon leads the space, but other retailers like Walmart and CVS are also investing in comprehensive advertising solutions. This shift is blurring the lines between retail and media, potentially leading to retailers dictating the advertising market.
Context Signals
Amazon generated over $50 billion in advertising revenue in the past four quarters.
Walmart acquired Vizio, gaining access to its smart TV ad inventory and data.
CVS partnered with The Trade Desk to enable self-serve advertising.
Edge
The convergence of retail and media will continue, with more campaigns incorporating a shopper component.
Acquisitions in the retail media space are likely to increase.
Financial companies with shopper intelligence across categories may outpace retailers and streamers in the media market.
