"Adtelligent estimated that worldwide retail media spend would reach $145 to $165 billion in 2025, up from $59 billion in 2019. In the United States, the market is valued at more than $60 billion and is growing at roughly 20% per year, according to various sources. Advertisers use digital retail media primarily to promote products sold on the given retailer's website. Thus many retail media advertisers are actually the store's suppliers, boosting sales via the retail channel."
"A few "walled gardens," i.e., closed platforms or ecosystems operated by a single company, dominate the market. In Q2 2025, Amazon's ad revenue reached $15.69 billion, a 23% year-over-year increase, hitting a record 9.36% of the company's total revenue and marking it as the fastest-growing segment. Amazon has leveraged its massive ecommerce marketplace and best-in-class shopping data. Together, these create a self-reinforcing advertising flywheel that drives conversions for advertisers and revenue for Amazon."
On September 10, 2025, Google connected Search Ads 360 with Criteo's advertising and commerce platform, linking agencies and advertisers to more than 200 enterprise retailers including Best Buy, Costco, and Target. Digital retail media is expanding rapidly, with projected global spend of $145–$165 billion in 2025 and a U.S. market exceeding $60 billion, growing about 20% annually. Advertisers primarily promote products on retailer sites, often acting as the retailers' suppliers to boost sales. Retail media benefits from first-party customer data and reduced reliance on cookies. A few dominant platforms, led by Amazon, generate powerful advertising flywheels.
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