Collin Colburn

Get traffic data and keyword intel on competitors instantly. After five years as one of marketing’s fastest-growing areas, retail media is transitioning from its early growth phase to maturity. IAB’s latest ad spend study projects the industry will grow by 12.1% in 2026. Retail companies launched dozens of media networks. Brands shifted billions of dollars into retail environments. Technology companies built systems that link media exposure to purchase data. For a while, growth came easily.

After five years as one of marketing’s fastest-growing areas, retail media is transitioning from its early growth phase to maturity. IAB’s latest ad spend study projects the industry will grow by 12.1% in 2026. Retail companies launched dozens of media networks. Brands shifted billions of dollars into retail environments. Technology companies built systems that link media exposure to purchase data. For a while, growth came easily.

Retail media started as a way to monetize retailer websites. It has since expanded into commerce media – a broader, data-driven strategy used across industries like travel, finance, telecom, and B2B. Built on first-party data and consumer intent, commerce media is now a critical part of the digital ad landscape.