Retail media is evolving from a niche marketing strategy to a vital battleground for ad dollars, driven largely by major players like Amazon and Walmart. Amazon's ad revenue is projected to surpass $60 billion, solidifying its third-place ranking among US ad platforms. Meanwhile, Walmart Connect is focusing on a unique approach by leveraging omnichannel data and store access. The retail media ecosystem is expanding rapidly, now worth nearly $100 billion, compelling retailers to utilize first-party data and adapt their strategies for greater engagement with consumers.
Amazon remains the clear frontrunner in retail media. With over $56bn in ad revenue, it's setting the standard for what a full-funnel commerce platform can look like.
Walmart isn't chasing Amazon's scale; it's carving out a different lane, rooted in omnichannel data and store-level access.
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