Retail Media Networks Market By Format/Channel (Onsite, Offsite, In-Store); By End User (CPG, Electronics, Apparel, Financial Services, Others); By Geography, Segment Revenue Estimation, Forecast, 2024–2030

Introduction And Strategic Context

The Global Retail Media Networks Market is set for rapid expansion, with a projected CAGR of 19.8% from 2024 to 2030. The market is valued at USD 20.5 billion in 2024 and is expected to reach USD 61.0 billion by 2030, according to Strategic Market Research .

 

Retail media networks have quickly emerged as a strategic pillar within digital advertising. They enable retailers to monetize their first-party data and digital assets by creating closed, brand-safe environments for advertisers. Brands, in turn, are using these networks to reach shoppers at the exact moment of purchase intent—whether online, in-app, or even within physical stores using digital screens and shelf media.

 

The real drivers behind this market are a mix of shifting consumer privacy regulations, the phasing out of third-party cookies, and the relentless digital transformation of retail. With third-party data becoming less reliable, brands and agencies are increasingly turning to the rich, authenticated audience data that only retailers possess. This is opening up a new revenue stream for retailers—one that’s often more profitable than core merchandising.

 

Retail media is much more than e-commerce banner ads now. It includes search placements, sponsored products, video advertising, native ad units, and in-store digital displays. In many cases, these networks are offering brands closed-loop attribution, letting them tie their ad spend directly to measurable sales outcomes. For both established FMCG giants and emerging DTC brands, retail media has become an essential part of the omnichannel marketing mix.

 

The strategic context for 2024–2030 is clear: as the broader digital ad ecosystem fragments, retail media networks are consolidating power within retail-owned channels. This is changing how brands allocate their budgets, how agencies organize their teams, and even how retailers structure their technology partnerships.

 

Key stakeholders in this market include retailers (grocery, mass merchant, specialty), brands (especially CPG, electronics, and fashion), advertising agencies, technology vendors (adtech and martech platforms), analytics providers, and investors. Regulatory agencies are increasingly part of the conversation, especially as concerns over shopper privacy and transparency gain ground.

 

To be honest, what was once seen as a niche channel for sponsored search is now a core lever for both retailer margin expansion and brand-side performance marketing. Over the next six years, retail media networks are likely to become the main battleground for digital advertising innovation, measurement, and growth.

 

Market Segmentation And Forecast Scope

Retail media networks operate at the intersection of retail, digital advertising, and data-driven personalization, which means segmentation is both multi-layered and rapidly evolving. For this market, the main segmentation dimensions are format/channel, end-user category, and geography.

By Format/Channel: The retail media landscape breaks down into three core formats. Onsite retail media is advertising displayed directly on a retailer’s owned digital assets—think website banners, search placements, and sponsored product listings. Offsite retail media refers to ads served outside the retailer’s ecosystem but still using retailer data, such as targeted ads on social media or the open web. In-store or physical retail media is the third pillar, which now includes everything from digital screens at the point of sale to smart shelf labels and in-store audio networks.
Right now, onsite media dominates in spend, but offsite and in-store formats are growing quickly as retailers look to extend their data reach beyond their own walls. It’s not unusual to see over 60% of current budgets still flowing into onsite, with offsite and in-store showing some of the fastest annual growth rates.

 

By End-User Category: Retail media networks attract a wide mix of advertisers, with consumer packaged goods (CPG) companies leading in both volume and sophistication. Electronics, fashion/apparel, home goods, and personal care brands are also expanding their investments. Financial services, telecoms, and even travel brands are testing retail media as a way to reach high-intent shoppers at critical decision points.

 

By Region: Adoption is uneven globally. North America leads the way in retail media sophistication and spend, driven by the U.S. and Canada’s advanced e-commerce ecosystems. Europe is growing quickly, with the UK, Germany, and France setting the pace as large grocers and retailers launch their own networks. Asia Pacific, especially China, is seeing explosive growth as digital-first retail models become the norm. Emerging markets in Latin America and the Middle East are starting to see significant investments, often tied to large grocery chains or mobile-first retail models.
For 2024, North America is expected to capture more than 45% of market share, but Asia Pacific is the fastest-growing region through 2030.

 

The forecast scope for this market is broadening each year as new formats emerge and more categories participate. It’s not just traditional retailers launching networks—quick commerce players, pharmacy chains, and even convenience stores are entering the fray. Measurement standards and data sharing practices are also evolving, which will likely reshape the segmentation mix over the next several years.

 

Market Trends And Innovation Landscape

The retail media networks market is changing at a pace that’s surprising even for veterans of digital advertising. Innovation is everywhere—from how ads are targeted to how performance is measured and attributed. A few key trends are defining the next phase of growth for this market.

 

One of the biggest shifts is the use of first-party data for targeting and personalization. With privacy regulations tightening and third-party cookies disappearing, brands and agencies are flocking to retailers who can offer real, authenticated shopper insights. This is enabling campaigns that go way beyond generic ads—brands are now delivering highly relevant, even individualized offers at the point of decision, both online and in stores.

 

Another big trend is the push for closed-loop measurement. Retail media networks are able to tie ad impressions and clicks directly to purchases—something traditional digital platforms often promise but rarely deliver at this level. This means brands can see real sales lift, often by SKU and even down to the store or region, making it easier to justify shifting budgets away from less measurable channels.

 

Technology partnerships are also heating up. Retailers are increasingly collaborating with adtech and martech vendors to power their media platforms. These partnerships often focus on advanced analytics, AI-driven ad placement, and automation tools for campaign management. Some retailers are launching self-serve platforms for brands, letting advertisers plan, activate, and optimize campaigns in near real time. In-store innovation is moving just as fast, with digital screens, smart shelves, and interactive displays starting to connect with the same datasets as e-commerce channels.

 

Mergers, acquisitions, and high-profile product launches are accelerating. Larger retailers are buying or partnering with technology companies to build end-to-end media ecosystems. Adtech companies are developing new solutions specifically for retail media—from audience segmentation to dynamic creative optimization. It’s not uncommon now to see announcements of retailers forming consortiums to standardize measurement or share anonymized shopper data across multiple networks.

 

Looking ahead, expect to see AI play an even bigger role—automating media buying, predicting shopper behavior , and powering dynamic creative that changes in real time based on context or inventory. There’s also growing interest in using retail media to fuel omnichannel campaigns that connect digital and in-store experiences. The result is a market that’s not only growing but reinventing what retail, advertising, and technology partnerships look like.

 

Competitive Intelligence And Benchmarking

The competitive landscape in the retail media networks market is getting sharper as both established retailers and specialized technology vendors race to stake out leadership positions. This isn’t a winner-takes-all scenario—there are several models at play and plenty of room for both large and niche players to thrive.

 

Global retail giants like Amazon, Walmart, and Tesco have set the bar high by building full-stack media platforms that offer brands everything from self-serve ad buying to closed-loop sales reporting. Amazon’s model, for example, has become the reference point for how first- party data, on-site and off-site ads, and deep analytics can come together to drive brand value and incremental retailer revenue. Walmart Connect and Tesco Media & Insight Platform are now closely watched by brands and agencies as benchmarks for retail media execution and scale.

 

Meanwhile, grocery chains such as Kroger and Carrefour are showing that success isn’t limited to pure-play e-commerce giants. These companies are leveraging loyalty data, in-store screens, and digital coupons to build media offerings that are just as sophisticated, even if they operate at a different scale. What sets these players apart is their deep integration of advertising with the shopper journey—from app notifications to in-aisle experiences.

 

On the technology side, vendors like Criteo, CitrusAd, Microsoft PromoteIQ, and The Trade Desk are essential partners for retailers that want to build or scale a network but don’t have the resources to go it alone. These providers offer white-label solutions, campaign management tools, and advanced analytics that help retailers compete without the same tech footprint as Amazon or Walmart.

 

There’s also a growing space for niche and regional players—think pharmacy chains, home improvement stores, and quick commerce platforms—who use retail media to differentiate themselves and engage specific shopper segments. In many cases, they partner with specialized startups to offer unique ad formats or integrate offline and online data for targeted campaigns.

 

What’s becoming clear is that competitive differentiation is no longer just about having ad inventory. It’s about the quality of the data, the ease of campaign activation, and the credibility of measurement. Retailers and vendors that can offer actionable insights and a seamless buying experience for brands are quickly gaining ground. In this environment, strategic alliances, data partnerships, and continuous platform upgrades are essential for staying ahead.

 

Regional Landscape And Adoption Outlook

Adoption of retail media networks varies significantly by region, shaped by local retail structures, digital maturity, and the speed of e-commerce transformation. The way retailers and brands leverage media networks in North America is often very different from the strategies seen in Europe, Asia Pacific, or emerging markets.

 

North America leads the global market, both in terms of maturity and media spend. The U.S. and Canada have the deepest adoption, thanks to the early moves by major e-commerce and grocery players, a sophisticated agency landscape, and broad acceptance of data-driven advertising. Retailers here have been quick to build full-stack platforms, and the presence of a large pool of CPG brands with big advertising budgets fuels the rapid rollout of advanced ad formats and closed-loop measurement. Regional grocers and even pharmacy chains are joining the trend, rolling out networks that tap into their loyalty data and digital channels.

 

Europe is catching up fast. Countries like the UK, Germany, and France have seen a wave of large retailers launch their own networks, often with a heavy focus on privacy, compliance, and shopper experience. The regulatory environment in the EU means data use is tightly controlled, but this also pushes innovation around anonymized targeting and consent management. There’s a strong trend toward collaboration, with some European markets seeing alliances between retailers to create shared media platforms, especially among supermarket chains. Expect continued growth as more categories—fashion, DIY, electronics—enter the retail media ecosystem.

 

Asia Pacific is the fastest-growing region, with China at the forefront. The integration of commerce and media is much more seamless here, thanks to super-apps, live commerce, and highly digitized retail. Southeast Asian countries and India are following, with local retail giants launching their own networks and international brands looking for efficient ways to reach a rapidly urbanizing middle class. Mobile-first experiences and QR-driven in-store media are more common in Asia than in Western markets.

 

Emerging regions— Latin America, Middle East, and Africa —are earlier in their retail media journey. Adoption here is typically led by large supermarket or convenience chains, and by telecom or financial services brands looking to access high-intent audiences. Infrastructure and digital penetration are improving fast, opening the door for new investment and innovation. Many of these markets are leapfrogging directly to mobile-based retail media, often skipping legacy desktop formats altogether.

 

One trend that stands out globally is the rise of white space opportunities in less saturated regions and among specialty retailers. Brands are eager to reach audiences beyond the crowded digital ad platforms, and retail media is becoming the tool of choice for unlocking these new growth frontiers. Going forward, how well networks adapt to regional shopper behaviors and regulatory nuances will be a key differentiator.

 

End-User Dynamics And Use Case

The real value of retail media networks depends on how different end users—brands, retailers, agencies, and even shoppers—interact with these platforms in everyday campaigns. Each group has its own priorities and adoption curve, and understanding these dynamics is crucial to seeing where the market is headed.

 

For consumer brands, especially those in CPG, electronics, and beauty, retail media has become a key lever for influencing shoppers right at the digital shelf. Brands are using these networks to target high-intent audiences, launch new products, and drive incremental sales with precise measurement. Many have reorganized their marketing teams and budget lines to treat retail media as a standalone, high-ROI channel, sometimes even blending trade marketing and digital ad spending for the first time.

 

Retailers, on the other hand, are looking to maximize margin by building out their own media businesses. The most advanced are hiring media sales teams, investing in proprietary adtech, and offering brands advanced tools for targeting, bidding, and measurement. Even mid-sized retailers are exploring white-label solutions or partnering with tech vendors to monetize their audience data. This media-first mindset is increasingly seen as a way to offset thin retail margins and turn digital investments into direct revenue streams.

 

Advertising agencies are adapting quickly. The rise of retail media has led to the creation of new buying teams and practices dedicated to retail environments. Agencies are expected to provide not only media planning and activation, but also data strategy, creative development tailored to the retail context, and real-time optimization based on sales performance. This is especially important for multinational brands who need consistency across markets but also want to leverage local retailer networks.

 

From the shopper’s perspective, retail media is most effective when it adds relevance rather than noise. The best campaigns integrate seamlessly into the browsing or buying journey—offering timely offers, helpful product suggestions, or even exclusive experiences. Poorly executed media, on the other hand, can disrupt the experience and erode trust, which is why leading networks are investing heavily in user experience, personalization, and transparent data practices.

 

Here’s a realistic use case: A global food brand launching a new healthy snack line partners with a major U.S. grocery chain’s retail media network. Using the network’s first-party loyalty data, the brand targets health-conscious shoppers with personalized promotions both online and on digital screens in-store. The campaign links ad impressions to real purchases at the SKU level, showing a measurable lift in both trial and repeat purchases. Insights from the campaign help the brand refine future product development and drive joint marketing initiatives with the retailer.

 

In short, the end-user ecosystem for retail media is broad and evolving. The winners will be those who use data not just for targeting, but for creating real value—measurable sales, better experiences, and smarter marketing decisions.

 

Recent Developments + Opportunities & Restraints

Recent Developments (Last 2 Years)

• Major U.S. grocery chains have rolled out upgraded retail media platforms, focusing on unified ad buying across online and in-store environments.

• European retailers are joining forces to form cross-retailer media alliances, aiming for shared measurement standards and better data interoperability.

• Several technology vendors have launched AI-powered campaign optimization tools designed specifically for retail media networks, enabling real-time bidding and dynamic creative changes.

• Asia-based e-commerce leaders are piloting mobile-first in-store ad experiences, leveraging QR codes and interactive digital signage to connect online and offline shopper data.

• Leading retail media networks are expanding self-serve access for brands, allowing mid-sized advertisers to activate and manage campaigns with greater flexibility.

 

Opportunities

• Rapid adoption in emerging markets where mobile commerce and digital-first retail formats are accelerating demand for localized media solutions.

• Growth in omnichannel and hybrid shopping journeys is driving demand for integrated, data-driven ad experiences that bridge online and physical retail.

• Continuous innovation in measurement and closed-loop attribution is enabling brands to optimize spend and prove ROI with greater confidence.

 

Restraints

• Lack of standardization in data sharing, reporting, and performance measurement creates friction for both brands and agencies managing multi-network campaigns.

• Concerns over shopper privacy, data consent, and ad load are prompting closer scrutiny from regulators and risk-averse retailers.

Overall, the market’s biggest tailwind is the need for more accountable, data-rich advertising environments. The main headwinds are around interoperability, regulatory complexity, and maintaining shopper trust as ad density increases.

 

7.1. Report Coverage Table

Report Attribute	Details
Forecast Period	2024 – 2030
Market Size Value in 2024	USD 20.5 Billion
Revenue Forecast in 2030	USD 61.0 Billion
Overall Growth Rate	CAGR of 19.8% (2024 – 2030)
Base Year for Estimation	2024
Historical Data	2019 – 2023
Unit	USD Million, CAGR (2024 – 2030)
Segmentation	By Format/Channel, By End User, By Geography
By Format/Channel	Onsite, Offsite, In-Store
By End User	CPG, Electronics, Apparel, Financial Services, Others
By Region	North America, Europe, Asia-Pacific, Latin America, Middle East & Africa
Country Scope	U.S., UK, Germany, China, India, Japan, Brazil, etc.
Market Drivers	- Shift to first-party data - Digital transformation of retail - Demand for closed-loop attribution and measurable ROI
Customization Option	Available upon request