Summary
Retail media, where retailers offer ad inventory using their own data, is a booming industry projected to reach $165.94 billion by 2025. Amazon leads with 47% market share, followed by Walmart, Instacart, eBay, and Etsy. Ads appear onsite, offsite, or in-store, and AI enhances targeting and personalization.
For app marketers, retail media provides access to valuable first-party shopper data, enabling precise targeting across channels including CTV. This complements privacy-centric attribution like SKAdNetwork. MMPs like Adjust integrate with platforms like Amazon Ads to measure omnichannel performance, optimize ROAS, and reach engaged audiences in privacy-compliant ways.
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