Walmart Connect continues to gain shares at the expense of Amazon.
It seems hard to overestimate the growth of retail media networks, with EMarketer’s latest tally coming in at $54.48 billion this year. That puts the channel at No. 4, surpassed only by search ($90.73 billion), social ($86.75 billion) and TV ($58.99 billion.) But new research from Keen Decision Systems says a shift is underway. While retail media networks accounted for 19% of the total media budget in 2023, that declined to 13% in 2024 — a 33% decrease.
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