What: The NRF reports about a meeting that the IADS covered on retail media, with Walgreens and Walmart Connect.

Why it is important: Retail media is one of these topics eclipsed by AI but nonetheless still very important.

Physical stores are becoming the next major media channel for advertisers and retailers to connect, inform, and entertain customers in a meaningful way. In-store advertising is predicted to surpass television advertising in terms of influence and impact, with retailers as the fastest-growing advertising channel. Retail media advertising revenue is currently around $60 billion, and it is expected to reach $100 billion in the United States by 2027. Major retailers like Walmart and Walgreens have launched their own retail media networks to capitalize on this trend, offering advertisers opportunities to reach customers through various touchpoints, including in-store televisions, radio, and self-checkout screens.

The golden age of retail media