Market (Overall)·Updated Mar 17, 2026 by Sensor Tower
U.S. retail media expenditures are projected to reach $130 billion by 2028, solidifying its position as the fastest-growing digital advertising channel.
Amazon remains the dominant market leader with $261 million in spend in early 2025, maintaining a strategy where 53% of total ad spend occurs on-site.
Top-tier advertisers like L’Oréal and Samsung prioritize high-intent conversion by allocating over 90% of their budgets to Amazon’s on-site display ads.
While established giants lead the market, emerging platforms such as Uber Eats and Meijer are currently experiencing triple-digit year-over-year growth.
The industry is shifting toward a full-funnel marketing strategy that integrates retailer first-party data to coordinate off-site awareness campaigns with on-site conversion tactics.
Social platforms including Instagram and TikTok represent the fastest-growing segments for retail media investment, despite the broader diversification into OTT and YouTube.
Retail media platform dominance is geographically fragmented, with Amazon leading in the U.S., Facebook in the U.K., and YouTube in Canada.
U.S. retail media expenditures are projected to reach $130 billion by 2028, solidifying its position as the fastest-growing digital advertising channel.
Amazon remains the dominant market leader with $261 million in spend in early 2025, maintaining a strategy where 53% of total ad spend occurs on-site.
Top-tier advertisers like L’Oréal and Samsung prioritize high-intent conversion by allocating over 90% of their budgets to Amazon’s on-site display ads.
While established giants lead the market, emerging platforms such as Uber Eats and Meijer are currently experiencing triple-digit year-over-year growth.
The industry is shifting toward a full-funnel marketing strategy that integrates retailer first-party data to coordinate off-site awareness campaigns with on-site conversion tactics.
Social platforms including Instagram and TikTok represent the fastest-growing segments for retail media investment, despite the broader diversification into OTT and YouTube.
Retail media platform dominance is geographically fragmented, with Amazon leading in the U.S., Facebook in the U.K., and YouTube in Canada.