The global retail media market retains significant momentum, with ad investment projected to surpass $200bn by 2027, per WARC Media. However, underlying this growth is an evolving industry. As brands consolidate their ad spend across fewer retail media networks and sponsored search growth slows, retailers must reinvent themselves as ‘full-funnel’ platforms offering granular display and off-site solutions, whilst preparing for the impacts of agentic commerce and AI.
