Integral Ad Science (IAS) surveyed 1,669 U.S. consumers and analyzed external data to assess the effectiveness of retail media network (RMN) advertising. The study revealed that over half of advertisers utilized RMNs in 2022, a number expected to grow significantly. Ad spending on RMNs is rapidly increasing, with a projected 26% year-over-year growth reaching over $51 billion in 2023. RMNs effectively capture consumer attention, leading to high engagement and purchase rates, with 86% of RMN shoppers having purchased a product from such ads in the past year. The study also highlighted privacy concerns, with nearly half of RMN users opting out of data tracking, emphasizing the importance of contextual targeting as a privacy-compliant strategy.

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