U.S. advertisers are expected to spend nearly $72.0 billion on retail media this year, an 18% increase that reflects impressive ongoing momentum in a marketplace that lately has focused most of its attention on AI.

While onsite advertising continues to command up to 80% of total spending, offsite media allocations are growing twice as fast, as networks seek to expand audiences (and please advertisers) by branching out to other digital platforms as well as into the physical store.

This expansion has been enabled by ongoing advances in campaign measurement that let advertisers understand the incremental business impact of their investments wherever the engagement takes place and the purchase is ultimately made. And those advancements are, in part, being made possible through AI-enabled tools — which already are having a significant impact on nearly every aspect of retail media activation.

Watch this on-demand webinar as the analysts from Mars United’s Commerce Media team break down these cascading trends and other recent developments in retail media as seen through the lens of our newly released second-quarter Retail Media Report Card. The analysis includes interviews with executives from three leading networks:

Parbinder Dhariwal, VP-General Manager, CVS Media Exchange
Shannon Hartmann, Group Director, Media Strategy & Activation, Kroger Precision Marketing
Mark Williamson, AVP-Retail Media, Costco Retail Media

These executives offer their unique perspectives on the current state and future direction of retail media at their own networks and across the industry. This is a must-watch session for anyone in the retail media space.

To watch the webinar, fill out the form.

Andy Howard

Senior Commerce Media Director
for Small Format, Target, Tech & Pet