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# GroupM: retail media now 11% of all ad spend, set to grow 60% by 2027
- URL: https://www.medianexis.com/groupm-retail-media-now-11-of-all-ad-spend-set-to-grow-60-by-2027/
- Published: 2026-09-15T23:17:32.000Z
- Updated: 2026-09-15T23:17:32.000Z
- Description: GroupM estimates global retail media ad revenue hit $88 billion in 2021 and will reach $101 billion this year, representing 18% of digital advertising and 11% of total ad spend.
- Author: Fabric.Media Editorial
- Tags: Retail-media, GroupM: retail media now 11% of all ad spend, set to grow 60% by 2027

**Why it matters.** Brands and agencies will keep shifting budget into retailer walled gardens as retail media outgrows the broader digital ad market.

*Signal from* [*insideradio.com*](https://insideradio.com/?ref=medianexis.com) *·* [*read the original*](https://www.insideradio.com/free/groupm-estimates-11-of-total-ad-spend-goes-to-retail-media/article%5F00f93e6a-397b-11ed-ab41-83a9179f88ce.html?ref=medianexis.com)*.*