In-store retail media spend will grow to $1 billion in 2028 but will not reach 1% of total retail media spend (EMarketer)

In-store retail media ad spend will reach $1.06 billion by 2028, accounting for 0.8% of all retail media spend, according to our March 2024 forecast. Beyond the chart: In-store retail media’s growth is the result of a growing number of screens at retailers. Almost all (99.3%) of retail media ad dollars will be put toward digital channels this year, per our March 2024 forecast. […]