2026零售媒体报告

Introduction For brands, this changes the role retail media plays.It is no longer just about conversion. It is increasinglyseen as a full-funnel channel, with 24.6% of marketersplanning to increase onsite spend with new budgetand 33.3% shifting existing budgets into offsite Contents Retail media’s initial growth phase is over. Whatcomes next is something more complex – and moreconsequential. As global digital retail media ad spendclimbs from $136bn in 2024 to more than $155bn in2026, on its way towards $175bn by 2028, the sector All of this is happening at a time of shifting consumerbehaviour. Shoppers are more value-driven – datafrom our consumer survey shows that 49.2% say adsare useful when they offer genuine discounts – yet In Europe alone, retail media spend is set to rise from€13.7bn in 2024 to €20.8bn in 2026, underlining justhow quickly the sector is embedding itself into the But scale brings new challenges. Retail media is nolonger a simple, onsite performance channel. It nowspans onsite, offsite and instore environments, whileextending into CTV, social platforms, shoppable videoand AI-driven discovery. None of these channelsacts in isolation, they now form part of a whole – an More than 40% are comfortable with AI-drivenpersonalisation, but a similar proportion remainsceptical, highlighting the growing importance of trust. This is the attention economy in action: a worldwhere attention is scarce, journeys are non-linear and influence is distributed. Retail mediais responding by evolving into commerce media, At the same time, the technology underpinning ithas advanced rapidly. First-party data is still thefoundation, but AI is becoming the operating systemon which the parsing, deployment and segmentation In this context, the 2026 Retail MediaX report exploreswhat this transformation means in practice – mappingthe shape of the market today and identifying how Against the backdrop of this multichannel, data-powered and AI-operated new retail media order, sitsthe perennial issue of how to measure effectiveness.Measurement, by necessity, is evolving from basic With profiles of leading commerce and retail medianetwork players and through survey data acrossretailers, brands and consumers, the report pullstogether where retail media is in 2026 – and where Shape of themarket in 2026 Retail media’s big bang growth phase isover. But now we enter the realms of rapidinflation as this vital part of the advertisinguniverse scales, expands, deepens and Retail media has come a long way, very quickly.What was once seen as an experimental extension ofecommerce confined to sponsored product listings ona handful of large marketplaces has, by 2026, becomeone of the defining forces reshaping digital advertising.It now sits at the intersection of commerce, media And yet, for all its momentum, retail media in 2026 isno longer simply a growth story, now it is a story aboutscale, maturity and, increasingly, complexity. A MARKET THAT HAS COME OF AGEThe numbers tell a compelling story. As charted opposite (top), global digital retail media ad spend hasrisen from $41.6bn in 2018 to $155.2bn in 2026, withprojections suggesting it will reach $175.7bn by 2028.This is not just rapid growth, it is sustained, structuralexpansion. Even as the rate of increase begins to What is striking is not just the size of the market,but also the consistency of its growth. Retail mediahas weathered pandemic disruption, macroeconomic competitors such as Walmart at 6.9%, with all otherplayers collectively making up just 15.8% This concentration tells two stories simultaneously.On the one hand, it underlines the continuedimportance of scale, data and infrastructure – areaswhere Amazon remains unmatched. On the other, it highlights how much of the market’s future growth Brands have continued to invest because retail mediaoffers something few other channels can: proximity topurchase, backed by rich first-party data. Europe, while smaller in absolute terms, reflectsa similar pattern – albeit at an earlier stage ofdevelopment. As charted on the previous page(bottom), spend has grown from €7.4bn in 2021 to FRAGMENTATION: THE DEFINING CHALLENGEPlatforms across sectors – not just retailers but from travel, hospitality, insurance and more – have spentthe past few years building their own commerce Europe is not just following the US and China, it iscompressing the same developmental arc into ashorter timeframe, driven by rapid retailer adoption This proliferation is both a sign of maturity anda source of tension, generating what is perhapsthe most significant issue facing retail media in For brands seeking to plan holistically across search,social, video and retail media, these barriers areincreasingly problematic. Retail media may sit close tothe point of purchase, but it cannot remain isolated As more retailers have entered the market, theecosystem has become increasingly complex. Eachnetwork operates its own platform, uses its