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Retail media spending in Canada is forecast to rise nearly 20% to C$3.7 billion in 2025 and capture about 20% of all digital advertising dollars, according to eMarketer.
That estimate has held steady throughout the year, even as eMarketer has adjusted its numbers slightly downward in other regions of the world — a clear sign that the Canadian marketplace continues to thrive.
While momentum may cool modestly at some point as economic and trade conditions evolve, retail media will continue to outpace most other advertising channels: eMarketer still projects spending to top C$6 billion by 2028.
Regardless of any headwinds it may be facing, retail media has solidified its place as one of the most powerful forces shaping the future of Canadian advertising.
As the Canadian retail media ecosystem continues to evolve, collaboration among brands, agencies, and retailers will be critical to future success. Mars United Commerce partners closely with leading RMNs to ensure our clients are not only participating but thriving in these environments.
Through this ongoing Retail Media Report Card, Mars United remains committed to advancing industry understanding, encouraging shared accountability, and helping shape a more transparent and effective retail media landscape.
Retail media in Canada is no longer a choice — it’s a competitive imperative. Success depends on having the right strategy, infrastructure, and partnerships; Mars United is proud to lead the way in helping brands realize its full potential.
New Features in this Edition
Each edition of the Retail Media Report Card is updated to keep pace with the ongoing enhancements made by these platforms, to evaluate additional platforms, and to modify our analysis as needed to continue reflecting best practices across the industry.
In our second report for 2025, we initiate coverage of one additional platform: Conversion Media by Metro. We’ve also added several more Media Opportunities and Measurement & Reporting criteria to our evaluation to reflect the ongoing expansion into off-platform and in-store locations.
These updates reflect the speed with which the Canadian retail media marketplace is growing, in both size and sophistication, as networks strive to meet the needs (and sometimes demands) of their brand partners.
We hope you enjoy the fifth edition of Mars United’s Retail Media Report Card Canada.
To download the report, fill out the form below.
