Retail media is becoming an increasingly significant channel for marketers, with 54% reporting usage as of Q1 2025. Despite transparency concerns surrounding negotiations, marketers are investing more in this channel, with 27% stating it’s among their highest budget allocations. Notably, Amazon remains the dominant platform, utilized by 86% of marketers, revealing a widening gap in usage compared to competitors like Walmart at 34%. The report indicates a growing confidence in retail media's effectiveness, suggesting its potential for further growth in future marketing strategies.
Retail media continues to rise in importance among marketers, with concerns about transparency in negotiations, yet spending in this channel continues to increase.
54% of marketers reported using retail media channels, with Amazon dominating at 86%, highlighting its stronghold despite competition from Walmart and others.
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