Retail media creates value for advertisers when it generates profitable new demand, but it can just as easily shift margin to the underlying ecommerce site publishing the ads. A 2025 Journal of Retailingpaperestimated 2024 global retail media spending at more than $140 billion, including $54 billion in the United States. Using Retail Media Ecommerce companies can participate on either side of the retail media market. A merchant selling through Amazon, Walmart, or other marketplaces can buy ads to convert more shoppers. For the advertiser, retail media can be useful because the message appears close to the purchase decision.