MarketingDive cites Managing Partner, Michael Harrison, and Winterberry Group data regarding retail media spend doubling in 2022.
“Retail media is the fastest-growing segment of media behind only connected TV, according to Michael Harrison, managing partner at Winterberry Group. Spending on retail media in the U.S. alone will double to $40 billion in 2022, according to research from the consultancy. A major factor supporting growth has been the pandemic, which pressured companies to accelerate investments in digital transformation and make the jump to e-commerce and mobile channels. That’s been a rocky journey but provides clear benefits now that all eyes are on first-party data.”