{"page":"/blog/retail-media-2027-outlook","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Forecast","Forecaster and date","Figure","Source"],"rows":[["Global retail media spend","WARC, August 2026","$223.4 billion in 2027, +11.5%; +9.8% excluding Amazon","The Desk, 19 Aug 2026"],["Retail media share of category media budgets","WARC, August 2026","55.8% of alcoholic drinks and 54.9% of food media investment in 2027","The Desk, 19 Aug 2026"],["European retail media","IAB Europe, October 2025","€24.9 billion in 2027","PPC Land on IAB Europe, 11 Oct 2025"],["US offsite retail media (2026 base for 2027)","eMarketer, 2026","More than $17 billion in 2026, +29.5%","Marketing Dive, 1 Jun 2026"],["Amazon advertising growth, Q4 2026","Amazon (company guidance), 29 Oct 2026","\"High teens\" year over year","PPC Land, 29 Oct 2026"],["Video on demand overtakes retail media in global ad investment","WARC, August 2026","By 2028","The Desk, 19 Aug 2026"],["Retail media share of global ad revenue","Omdia, 2025","20% by 2030, about $300 billion","PPC Land, 11 Oct 2025"]],"sourceUrls":[["https://thedesk.net/2026/08/warc-retail-media-ad-market-to-top-200-billion-as-growth-slows/"],["https://thedesk.net/2026/08/warc-retail-media-ad-market-to-top-200-billion-as-growth-slows/"],["https://ppc.land/european-retail-media-spending-reaches-eu13-7-billion-with-21-1-growth/"],["https://www.marketingdive.com/news/walmart-connect-expands-offsite-advertising-ambitions-with-yahoo-magnite/821575/"],["https://ppc.land/amazon-ad-revenue-growth-drops-to-11-after-prime-day-moves-to-june/"],["https://thedesk.net/2026/08/warc-retail-media-ad-market-to-top-200-billion-as-growth-slows/"],["https://ppc.land/european-retail-media-spending-reaches-eu13-7-billion-with-21-1-growth/"]]}