What’s on Retailers’ Minds? Chromecast and Outcomes-Based Buying
Retail media grew beyond all other ad spending segments in 2023, and there have been reports seemingly every month on how it’s exploding in 2024. Most recently, eMarketer pointed to retail media taking share from linear TV spend, bolstering the growth of CTV. Global retail media ad spending is expected to more than double from $114.18 billion in 2023 to $233.89 billion in 2027, according to the eMarketer report. Retail media will soon represent a larger percentage of digital advertising spending, growing from 18.9 percent of that segment in 2023 to 25.7 percent in 2027.
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