Digital advertising has been undergoing a structural transformation for some time. What was once the exclusive domain of major 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 are taking 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, making it the fastest-growing segment today. 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:
- The accelerated digitization of consumption
- The decline of third-party cookies
- The increasing value of proprietary data
Supermarket websites and marketplaces have become rich environments for behavioral data, enabling extremely precise targeting and real-time conversions. In practice, points of sale have evolved into media points—and retailers are now actively competing for budgets previously reserved for traditional media.
For brands, the value proposition is clear: greater efficiency, better targeting, and precise measurement. By reaching consumers at key moments in their journey—often when purchase intent is already present—retail media positions itself as one of the most effective channels. In the U.S., 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 traction, with formats ranging from sponsored search to videos and display ads.
Still, the sector faces challenges. The lack of standardization across platforms makes integrated planning and measurement difficult. Additionally, as the channel begins to be used for top-of-funnel objectives like branding and consideration, there is growing demand for new methodologies to assess impact.
In this context, the use of solutions like Data Clean Rooms has become essential. These platforms enable secure data sharing between brands and retailers, respecting consumer privacy and improving 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 over the purchase journey, retailers are establishing themselves as a new strategic hub for digital advertising.
More than a trend, this is a paradigm shift. The future of media lies on the shelves—physical or digital—of major retailers. Today, those who sell products also sell attention.
