Ad spending in retail media is on a meteoric rise, anticipated to reach $109.4 billion in the U.S. by 2027, making it a leading advertising channel. However, the sector must confront critical challenges such as measurement and ad format standardization, as well as data integration issues. These obstacles hinder not only the execution of campaigns but also the ability to accurately target and analyze audiences. As the space matures, addressing data quality and fragmentation will be vital for advertisers to harness its full potential.
Ad spending in retail media continues to exceed expectations, representing one of the fastest-growing media opportunities on record, but faces several data challenges.
U.S. retail media is forecast to reach $109.4 billion by 2027, surpassing connected TV, digital audio, and traditional television advertising combined.
Despite impressive growth forecasts, retail media's continued success hinges on solving key challenges like measurement standardization and data integration.
Data fragmentation complicates the formation of a holistic audience view, limiting the effectiveness of campaigns and the ability to analyze and target accurately.
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