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EMARKETER

US Commerce Media Forecast 2025

Retailers Cede Share as Emerging Verticals Find Their Footing

Report by Sarah Marzano  |  Feb 14, 2025
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About This Report
Retail media’s rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.
Topics
Digital Advertising
Retail Media
US

Commerce media ad spending in the US is on track to surpass $100 billion by 2028. While retail media networks (RMNs) will continue to dominate, growth from nonretail verticals will shake up the landscape.

This deck will:

  • Analyze our forecast for commerce media ad spending from 2025 to 2028.
  • Outline key differences among commerce media cohorts.
  • Illustrate anticipated shifts to the broader commerce media landscape.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

authors

Sarah Marzano

Contributors

Oscar Bruce Jr.
Director, Forecasting
Suzy Davidkhanian
VP, Content
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Matt Torpey
Senior Chart Editor
Paul Verna
VP, Content
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