Forrester Research: Retail Media Networks to Capture 25% of Digital Ad Spend by 2026

New research from Forrester predicts retail media networks will account for one-quarter of all digital advertising spending by 2026, driven by first-party data advantages and commerce-driven attribution. The report identifies consolidation and standardization as key industry challenges.

New research from Forrester predicts retail media networks will account for one-quarter of all digital advertising spending by 2026, driven by first-party data advantages and commerce-driven attribution. The report identifies consolidation and standardization as key industry challenges.