RetailX：2026年零售媒体市场洞察报告（英文版）（63页）.pdf

1、1|RetailX|May 2026RXMRM26RP 2026 RETAIL MEDIAReport 2026In partnership withretailx.eventsRXMRM26RP2|RetailX|May 2026RXMRM26RP 2026 RETAIL MEDIAX 2026 REPORT|INTRODUCTIONIntroductionRetail medias initial growth phase is over.What comes next is something more complex and more consequential.As global d

2、igital retail media ad spend climbs from$136bn in 2024 to more than$155bn in 2026,on its way towards$175bn by 2028,the sector is no longer proving its value,it is scaling,expanding and maturing at pace.In Europe alone,retail media spend is set to rise from 13.7bn in 2024 to 20.8bn in 2026,underlinin

3、g just how quickly the sector is embedding itself into the core of advertising strategy.But scale brings new challenges.Retail media is no longer a simple,onsite performance channel.It now spans onsite,offsite and instore environments,while extending into CTV,social platforms,shoppable video and AI-

4、driven discovery.None of these channels acts in isolation,they now form part of a whole an ecosystem that spans the sales funnel and which throws up both economies and challenges of scale.At the same time,the technology underpinning it has advanced rapidly.First-party data is still the foundation,bu

5、t AI is becoming the operating system on which the parsing,deployment and segmentation of that data,and its subsequent use in creating and displaying ads,has to run.Against the backdrop of this multichannel,data-powered and AI-operated new retail media order,sits the perennial issue of how to measur

6、e effectiveness.Measurement,by necessity,is evolving from basic attribution to full-funnel accountability across multiple channels.Measuring incrementality is now key.ContentsShape of the market in 2026 03Scaling up retail media 07The attention economy 11The data economy 15Measurement and attributio