Digital advertising has been undergoing a structural transformation for some time now. What was once the exclusive domain of large media outlets and platforms like Google and Meta is now expanding into new territories: supermarkets and e-commerce platforms. With the rise of retail media, retailers take on a new role in the advertising ecosystem: that of true publishers.
According to Appsflyer, this market is expected to reach $280 billion globally by 2027. In the United States alone, the channel grew by 20.4% in 2024, reaching $52.3 billion, becoming the fastest-growing segment. In Latin America, the sector is expected to triple in size by 2028. Brazil leads this trend, with projections to reach $1.3 billion by 2030, up from $857 million in 2024.
This growth is driven by three major forces:
- Rapid digitalization of consumption
- The decline of third-party cookies
- The appreciation of proprietary data
Supermarket websites and marketplaces have become rich environments of behavioral data, allowing for extremely precise segmentation and real-time conversions. In practice, points of sale have evolved into media points — and retailers now actively compete for budgets once reserved for traditional media.
For brands, the value proposition is clear: more efficiency, better segmentation, and precise measurement. By impacting the consumer at key moments of the journey — often when the purchase intention is already present — retail media positions itself as one of the most effective channels. In the US, Walmart already exceeds $4 billion in digital advertising revenue, while Target generates around $1.2 billion. In Brazil, initiatives like Magalu Ads and Carrefour Links are gaining strength, with formats ranging from sponsored search to videos and display ads.
However, the sector faces challenges. The lack of standardization among platforms complicates planning and integrated measurement. Additionally, as the channel begins to be used for top-of-the-funnel objectives such as branding and consideration, the demand for new methodologies to evaluate impact grows.
In this context, the use of solutions like Data Clean Rooms has become essential. These platforms allow secure data sharing between brands and retailers, respecting consumer privacy and increasing campaign performance by up to 30%. In Brazil, over 60% of retailers have already adopted or are in the process of adopting this technology.
With proprietary data, access to highly qualified audiences, and direct influence on the purchase journey, retailers are consolidating themselves as a new strategic hub of digital advertising.
More than a trend, it is a paradigm shift. The future of media is on the shelves — physical or digital — of major retailers. Today, those who sell products also sell attention.
