The retail media boom and what it means for app marketers | Adjust

Retail media, where retailers offer ad inventory using their own data, is a booming industry projected to reach $165.94 billion by 2025.
Amazon leads with 47% market share, followed by Walmart, Instacart, eBay, and Etsy.
Ads appear onsite, offsite, or in-store, and AI enhances targeting and personalization.
For app marketers, retail media provides access to valuable first-party shopper data, enabling precise targeting across channels including CTV.
This complements privacy-centric attribution like SKAdNetwork.
MMPs like Adjust integrate with platforms like Amazon Ads to measure omnichannel performance, optimize ROAS, and reach engaged audiences in privacy-compliant ways.