Retail Media Expected to Reach $110 Billion in Investments by 2026

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The changes in consumer habits in recent times, undoubtedly amplified by the pandemic, constitute a relevant topic when considering new market opportunities. In the retail industry, we are witnessing a scenario of a strong shift from physical to digital for a while now, and in this context, retail media has been continuously expanding, playing an increasingly pivotal role at the intersection of retail and digital advertising. This segment involves the monetization of e-commerce platforms and retailer websites, enabling brands and advertisers to promote their products directly to consumers while they are in an online shopping environment.

Among the key advantages of Retail Media is the ability to target ads in a highly segmented manner, leveraging consumer purchase data, browsing history, and preferences. This results in more focused and relevant campaigns, increasing the likelihood of conversion. Additionally, precise and real-time measurement of campaign performance allows greater control over advertising investments and the ability to adjust strategies as needed — on time, 24/7.

Now let’s talk numbers! According to a study conducted by Newtail and backed by DP6 and Bornlogic, Retail Media’s revenue reached a significant USD 30 billion in just five years. Concurrently, an investment of R$ 2.6 billion in advertising on marketplaces is expected by the end of 2023. By 2026, it is anticipated that USD 110 billion will be invested in retail media, surpassing Social and Search.