Digital advertising has been undergoing a structural transformation for some time. What was once exclusive territory 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 generate $280 billion globally by 2027. In the United States alone, the channel grew by 20.4% in 2024, reaching $52.3 billion, making it the fastest-growing segment currently. In Latin America, the expectation is that the sector will triple in size by 2028. Brazil leads this trend, with projections to reach US$ 1.3 billion by 2030, up from US$ 857 million in 2024.
This growth is driven by three major forces:
- The accelerated digitization of consumption
- The decline of third-party cookies
- The valorization of proprietary data
Supermarket sites and marketplaces have become environments rich in behavioral data, enabling highly precise segmentation and real-time conversions. In practice, points of sale have evolved into media points — and retailers are now actively competing for budgets that were previously reserved for traditional media.
For brands, the value proposition is clear: greater 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 revenue from digital advertising, while Target moves around $1.2 billion. In Brazil, initiatives like Magalu Ads and Carrefour Links are gaining strength, with formats ranging from sponsored searches to videos and display ads.
Still, the sector faces challenges. The lack of standardization between platforms hinders integrated planning and measurement. Furthermore, as the channel begins to be used for top-of-funnel objectives such as branding and consideration, the demand for new methodologies to assess impact increases.
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 increasing campaign performance by up to 30%. In Brazil, more than 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 consolidating 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.
