Retail Media to Capture One-Fifth of Global Ad Revenue by 2030

The retail media sector is projected to exceed $300 billion by 2030, accounting for approximately 20% of total global advertising revenue, according to Omdia. This significant growth trajectory follows the rapid expansion of retail media as more players enter the market.

Retail media networks are platforms that enable brands to advertise on retailers’ digital properties while leveraging first-party customer data. These platforms are gaining traction as traditional advertising channels face mounting challenges from data privacy regulations and the deprecation of third-party cookies.

“The retail media landscape is experiencing unprecedented expansion as retailers recognize the substantial revenue potential of their customer data and digital real estate,” said Maria Rua Aguete, Senior Research Director at Omdia. “With projections showing retail media capturing one-fifth of all advertising spend by the end of this decade, we’re witnessing a fundamental shift in the advertising ecosystem.”

Retailers are seeking new revenue streams beyond traditional commerce, as brands demand more targeted advertising solutions with measurable ROI. One of the factors that would contribute is the rising value of first-party data in a privacy-focused digital environment, along with technological advancements that enable more sophisticated retail media offerings. As established players and new entrants intensify competition, innovation in retail media is expected to accelerate, creating fresh opportunities for brands to connect with consumers at critical moments along the shopping journey.