US search spend on retail media properties is expected to grow 18.7% this year, while search spend outside retail media is expected to grow just 5%, per Insider Intelligence. Despite offering Shopping Ads and analytics and order management tools, industry analysts usually don't consider Google as a retail media operator. AdvertisementAdvertisementHowever, not all retail media spend is coming at the expense of Google and traditional advertising channels. Forrester's second-quarter marketing CMO pulse survey found that the majority of retail media spend is coming from existing trade and shopper marketing budgets. Retailers are cannibalizing those budgets to fuel growth of their retail media networks, said Nikhil Lai, senior analyst at Forrester.

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Persons: —, Alex Brownsell, Bill Fisher, Nikhil Lai, Forrester's Lai Organizations: Google, Walmart, Service, Retail, Intelligence, Kroger, Forrester, Apple, Instacart Locations: Amazon, Wall, Silicon, Instacart