---
title: Dollar General Upgrades Retail Media Network, Emphasizing Rural Customers — Winterberry Group
description: GroceryDive cited Winterberry Group research regarding the spend on retail media in the U.S. is forecast to double to $40 billion in 2022.
---

[Insights | Winterberry Group ](https://winterberrygroup.com/whats-new)

# [Dollar General Upgrades Retail Media Network, Emphasizing Rural Customers — Winterberry Group](https://winterberrygroup.com/whats-new/news-posts/dollar-general-upgrades-retail-media-network-emphasizing-rural-customers-1)

 Written by [Emma Oyomba](https://winterberrygroup.com/whats-new/author/emma-oyomba) | Jun 8, 2022 4:00:00 AM

*GroceryDive* cited Winterberry Group research regarding the spend on retail media in the U.S. is forecast to double to $40 billion in 2022.

*“An outpouring of retailers, from major department stores *[*to grocery chains*](https://www.grocerydive.com/news/albertsons-head-of-retail-media-on-the-companys-late-mover-advantage-an/624214/)*, have stood up advertising businesses in recent months as a way to secure bigger brand budgets. Spending on retail media in the U.S. *[*is forecast to double to $40 billion in 2022*](https://www.marketingdive.com/news/retail-media-network-craze-Marriott-Bonvoy/624538/)*, according to research from the consultancy Winterberry Group.”*

[**Read the full article.**](https://www.grocerydive.com/news/dollar-general-upgrades-retail-media-network-emphasizing-rural-customers/625129/)

[View full post](https://winterberrygroup.com/whats-new/news-posts/dollar-general-upgrades-retail-media-network-emphasizing-rural-customers-1)

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