The retail media sector is projected to exceed US$300 billion by 2030, accounting for approximately 20 per cent of total global advertising revenue, according to the latest research from Omdia. This significant growth trajectory follows the rapid expansion of retail media as more players enter the market.
Retail media networks are platforms that enable brands to advertise on retailers’ digital properties while leveraging first-party customer data. These platforms are gaining traction as traditional advertising channels face mounting challenges from data privacy regulations and the deprecation of third-party cookies.
“The retail media landscape is experiencing unprecedented expansion as retailers recognise the substantial revenue potential of their customer data and digital real estate,” said Maria Rua Aguete, senior research director at Omdia. “With projections showing retail media capturing one-fifth of all advertising spend by the end of this decade, we’re witnessing a fundamental shift in the advertising ecosystem.”
Key factors driving this growth include:
Retailers seeking new revenue streams beyond traditional commerce and brands demanding more targeted advertising solutions with measurable ROI. This with the rising value of first-party data in a privacy-focused digital environment and technological advancements enabling more sophisticated retail media offerings.
Share