Skai&Stratably：2026年零售媒体状况报告（英文版）（58页）.pdf

1、123Introduction4Key Takeaways5Trends6Background and Research Methodology7-8Respondent Profile9Key Segment:Leaders vs Laggards10Retail Media Network Investment Levels and Allocation11Retail Media Budget Allocation12Budget Allocation-By Segment13-14Investment Accelerators15Retail Media Budget Decision

2、 Factors16-18Retail Media Networks(RMN)19Retail Media Budget Allocation-Brand Perspectives20Retail Media Maturity21Platform Consolidation-Key Objectives22Retail Media in Relation to Broader Media Investments232026 Budget-Format Shifts24Retail Media DSP Adoption25-26Social Commerce Adoption27-29Paid

3、Social and Search Allocation30Amazon Ads31Amazon Ads 2026 Budget Shifts32Amazon Ads Brand Perspectives33Budget Constraints34Amazon Ads Priorities35Amazon Marketing Cloud(AMC)Adoption and Impact36Retail Media Measurement372025 Retail Media Performance38-40Retail Media Measurement41-43Incrementality M

4、easurement44Retail Media and Commerce Alignment45Retail Intelligence Usage46Media and Commerce Operations Alignment47-53Generative AI for Retail Media54Trust in Agentic AI Marketing Tasks)55-56Retail Media vs.Commerce Media57About Skai58About StratablyTABLE OF CONTENTS3Omnichannel strategies redefin

5、e retail medias role in the marketing mixBudget allocation patterns reveal maturity rather than size as the performance driverGenAI adoption increases as agentic commerce advancesAmazons operational advantage expands through AMC and DSP capabilitiesPerformance gaps widen between retail media leaders

6、 and laggardsInfrastructure needs to keep pace with network proliferationBrands measuring incrementality report tangible results,though challenges persistINTRODUCTIONWhen we launched this survey at the end of 2021,US retail media ad spending sat at$36.7 billion.This year,that figure will nearly trip