As per Skai, retail media is rapidly evolving into a critical advertising channel, with 2024 marking significant growth and innovation. Key trends include full-funnel expansion using retailer first-party data, offsite and omnichannel placements like connected TV and in-store signage, and strategic partnerships with major platforms such as Amazon and TikTok to boost social commerce. As third-party cookies phase out, data-driven advertising powered by first-party data is essential. Retailers are becoming media companies, driving increased budgets, AI-powered content, and strong Q4 2024 performance, with retail media spend expected to more than double by 2028.

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