Key Insights
Advertisers across the globe are ready and
willing to execute on innovative solutions.
However, there is still knowledge to gain around
impact and regional intricacies/barriers. While
the responsibility for educating on these ad
innovations is divided between AdTech,
Publishers/Retailers and Industry Associations,
advertisers see AdTech (SSPs/DSPs) as their
main resource for knowledge.
Advertisers See Great
Innovative Opportunity
• Retail media in France/ Germany/
U.K. is pacing faster than prior digital
advertising waves. Reaching $15.2B
in 2027 across these markets.
2
• Amazon accounts for 45.1% of
ecommerce sales in Germany vs.
24.1% and 24.8% in France and the
U.K. driving the spend in retail media.
2
• U.S. continues the growth trend seeing
28.6% growth in 2024, and projected
to be a $110B market in 2027.
3
Nurturing individual markets at their different maturity stages. Rapid
growth is projected across the globe the next two years. Currently led
by retail search dollars, offsite ads could bring exponential impact
across the globe.
• Majority of spend is currently on
Retail Search ads.
• U.K. has lowest 'readiness'
score across markets.
• Even with rapid growth rates, in
comparison to other
innovations, advertisers still
need a better understanding of
performance and resources
required to execute.
RETAIL MEDIA
What We Know The Reality
THE NEED
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