Retail media spending in the US continues to surge, growing nine times faster than traditional point-of-sale shopper marketing. For retailers, the financial impact is meaningful, as brands report that more than half of their planned retail media budgets represent incremental spending rather than reallocations. Funding sources are now more evenly distributed across media, shopper marketing, and trade budgets compared with earlier years. Demand has also diversified, with advertisers shifting a larger share of spending toward off-site and in-store formats. As a result, retailers are pursuing fewer but more strategic partnerships, focusing on clearer value propositions to sustain growth.

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