Retail media projected to capture 20% of global ad revenue by 2030

The retail media sector is positioned to capture approximately 20% of total global advertising revenue by 2030, according to new research from Omdia published on September 4, 2025. The projection indicates retail media networks will exceed $300 billion in spending, marking a fundamental transformation in how advertisers allocate their budgets across digital channels.

According to the research firm's latest analysis, this growth trajectory reflects the rapid expansion of retail media as an increasing number of players establish their presence in the market. Maria Rua Aguete, Senior Research Director at Omdia, characterized the development as "unprecedented expansion as retailers recognize the substantial revenue potential of their customer data and digital real estate."

Retail media networks represent platforms that enable brands to advertise on retailers' digital properties while leveraging first-party customer data. These platforms have gained significant traction as traditional advertising channels encounter mounting challenges from data privacy regulations and the deprecation of third-party cookies. The timing of this shift has proven particularly advantageous for retailers seeking to diversify revenue streams beyond traditional commerce activities.

The research identifies several key factors driving this remarkable growth trajectory. Retailers are actively seeking new revenue streams beyond traditional commerce operations, while brands demand more targeted advertising solutions with measurable return on investment. The rising value of first-party data in a privacy-focused digital environment has created additional momentum, combined with technological advancements enabling more sophisticated retail media offerings.

"With projections showing retail media capturing one-fifth of all advertising spend by the end of this decade, we're witnessing a fundamental shift in the advertising ecosystem," stated Aguete. The prediction comes as established players and new entrants intensify competition within the sector, with innovation in retail media expected to accelerate and create fresh opportunities for brands to connect with consumers at critical moments along the shopping journey.

The findings will be presented at IBC2025, where Omdia returns as the Official Research Partner for the third consecutive year. The event takes place September 12–15, 2025, at the RAI Amsterdam, providing a platform for industry discussions about the evolving advertising landscape. "I am excited to share these retail media projections as part of our ongoing partnership with IBC," commented Rua Aguete. "As with other digital advertising transformations, retail media represents a major opportunity for media companies to diversify revenue streams."

The retail media expansion aligns with broader digital advertising growth patterns. According to Omdia's broader research, the advertising video market is positioned to reach $400 billion by 2028, indicating substantial overall expansion across digital advertising channels. This growth occurs alongside the retail media sector's ability to provide advertisers with direct access to consumer purchase data and behavior patterns that traditional advertising channels cannot match.

Jo Mayer, Head of Marketing at IBC, expressed enthusiasm about the continued partnership with Omdia. "We're delighted to welcome Omdia back to IBC as our Official Research Partner for the third consecutive year," Mayer stated. "Their trusted insights and expert analysis help shape meaningful industry conversations and drive informed decision-making. As retail media reshapes the future of advertising, we look forward to showcasing Omdia's latest findings at IBC2025."

The $300 billion projection represents a significant milestone for an advertising category that has evolved rapidly over the past several years. Retail media networks have transformed from experimental advertising tactics into strategic infrastructure, with European retail media spending growing 22.2% in 2024 compared to 6.1% growth for the broader advertising market.

The competitive landscape has intensified considerably, with device manufacturers like HP launching advertising businesses targeting millions of users, while traditional retailers like Macy's partner with Amazon's retail advertising technology. Technology providers have responded with specialized retail media tools and programmatic solutions for sponsored product advertisements.

The shift toward retail media reflects fundamental changes in how advertisers approach digital marketing strategies. Access to first-party customer data has become increasingly valuable as third-party cookie limitations expand across digital platforms. Retail media networks provide advertisers with direct access to consumer purchase behavior, enabling more precise targeting and attribution measurement than traditional digital advertising channels offer.

The growth projections also indicate how retailers have recognized the monetization potential of their digital properties and customer relationships. Beyond generating revenue from product sales, retailers can now leverage their websites, mobile applications, and customer data as advertising platforms. This dual revenue model has proven particularly attractive during periods when traditional retail margins face pressure from competitive dynamics and economic uncertainty.

The research encompasses both established retail media giants and emerging players across various industry sectors. Real estate companies like RE/MAX have launched commerce media networks, while technology partnerships between Criteo and Mirakl target mid-to-long-tail advertisers. These developments demonstrate how retail media concepts extend beyond traditional e-commerce environments into diverse business categories.

The technical infrastructure supporting retail media has advanced substantially, with auction-based display advertising systems providing programmatic flexibility previously unavailable in retail environments. These technological improvements enable more sophisticated campaign optimization and real-time bidding mechanisms that reflect category dynamics and seasonal demand patterns.

Measurement and attribution capabilities represent another significant advantage driving retail media adoption. Unlike traditional display advertising, retail media networks can provide closed-loop attribution connecting advertising exposure directly to purchase behavior. This measurement capability addresses long-standing challenges in digital advertising where attribution across multiple touchpoints remains complex and imprecise.

The global nature of this growth trajectory suggests retail media expansion extends beyond individual markets or regions. International retailers and technology providers are establishing retail media operations across multiple countries, creating opportunities for brands to execute coordinated retail media strategies at scale. This global expansion contributes to the overall market size projections and indicates sustained growth momentum across diverse economic environments.

As the retail media sector approaches the $300 billion milestone by 2030, the implications extend beyond advertising spending allocation. Traditional media companies, technology providers, and retailers are repositioning their business models to capture opportunities within this expanding ecosystem. The fundamental shift toward retail media represents a broader transformation in how advertising value is created and distributed across digital commerce environments.

Timeline

• September 4, 2025 - Omdia projects retail media will exceed $300 billion by 2030, capturing 20% of global ad revenue
• July 25, 2025 - Pentaleap and Teads announce first RTB integration for sponsored products across retail networks
• July 21, 2025 - HP launches Media Network targeting 160 million U.S. users with device-based advertising
• July 17, 2025 - Criteo and Mirakl Ads integrate for mid-to-long-tail advertiser marketplace opportunities
• July 15, 2025 - IAB Europe releases updated retail media guide showing sector maturation beyond experimental phase
• July 15, 2025 - European retail media partnerships extend with 22.2% growth compared to 6.1% broader market growth
• July 9, 2025 - Innovid unveils retail media tools connecting shopping interfaces with CTV advertising
• June 21, 2025 - Criteo debuts auction-based display ads introducing programmatic flexibility to retail media
• Fall 2025 - Macy's partners with Amazon Retail Ad Service for simplified advertiser purchasing workflows
• December 30, 2024 - RE/MAX launches first real estate industry commerce media network
• March 18, 2024 - Google integrates retail media support into Search Ads 360 platform

Summary

Who: Omdia, a technology research and advisory group that is part of Informa TechTarget, conducted the research. Maria Rua Aguete, Senior Research Director at Omdia, provided key insights about the retail media sector's growth trajectory.

What: Research projecting retail media networks will exceed $300 billion by 2030, representing approximately 20% of total global advertising revenue. The study examines the rapid expansion of retail media platforms that enable brands to advertise on retailers' digital properties using first-party customer data.

When: The research was announced on September 4, 2025, with projections extending to 2030. The findings will be presented at IBC2025, taking place September 12–15, 2025, at the RAI Amsterdam.

Where: The projections cover global advertising revenue, with Omdia serving as the Official Research Partner for IBC2025 for the third consecutive year. The research encompasses retail media growth across international markets and diverse industry sectors.

Why: The growth reflects retailers seeking new revenue streams beyond traditional commerce, brands demanding targeted advertising solutions with measurable ROI, rising value of first-party data in privacy-focused environments, and technological advancements enabling sophisticated retail media offerings as traditional advertising faces challenges from data privacy regulations and third-party cookie deprecation.