Retail Media’s $293B Surge: What This Means for Partnership Marketing

Retail media is on the cusp of a significant expansion, with revenues projected to more than double from £95.54 billion ($123 billion) to £228.54 billion ($293 billion) by 2029, according to new research from consultancy firm Omdia.

Interestingly, this growth isn’t limited to traditional retail giants. Omdia anticipates that non-retail players, including media companies and ad tech vendors, will generate over £58.5 billion ($75 billion) from retail media operations by 2029, signalling the sector's increasing appeal beyond its conventional boundaries.