US commerce (retail) media ad revenue reached $63.4 billion in 2025, up 18% (IAB/PwC)
Verified Confidence: high
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "Retail media is a $60 billion market"
- True origin
- IAB / PwC — Internet Advertising Revenue Report: Full Year 2025 (April 2026)
- Type
- Reference fact: A frequently needed number or rule taken directly from a primary source (e.g. Pew, Census, IAB/PwC, FTC), with its as-of date.
- Year
- 2026
- Data as of
- Calendar year 2025, US
- Last checked
- What the source says
Commerce media advertising revenues increased by $9.7 billion to $63.4 billion in 2025, representing 18.0% year-over-year growth, down from 23.0% in the prior year.
- Method & sample
- PwC survey of companies selling online advertising in the US, plus public filings and estimates.
- Drift between quote and source
- Name: IAB now says 'commerce media', which is broader than classic retail media networks
- Interest
- IAB is the trade body of digital ad sellers; PwC compiles the data for it.
Safe rephrasing
IAB/PwC report US commerce media ad revenue of $63.4 billion in 2025, up 18.0% from 2024.
Sources we opened
Machine-readable: /api/claims/iab-commerce-media-ad-revenue-63-4-billion-2025.json · Last checked 2026-10-16