Forecast Report

2022 Retail Media Ad Sales Forecast, US

Data Deprecation Helps Retailers And Digital Marketplaces Unlock Media Value

May 27th, 2022
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
With contributors:
Keith Johnston , Brandon Verblow , Joanna O'Connell , Benjamin Nagle

Summary

Retailers and marketplaces in the US will sell approximately $40 billion in digital advertising in 2022, up from $29 billion in 2021. Retail media represents massive profit potential for retailers, particularly those who have large e-commerce businesses. For endemic brands like consumer packaged goods (CPGs), retail media networks offer valuable first-party and loyalty data at a time when third-party cookie deprecation and increasing consumer privacy concerns threaten to stunt their data-driven marketing efforts. As a result, we expect the market to more than double in the next four years, reaching $85 billion by 2026. This report presents our US retail media forecast for 2022 to 2026.

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