Tech giants are entering the $177 billion retail media industry by leveraging demand-side platforms (DSPs) to connect advertisers with retailers' media networks. These DSPs enable real-time bidding and optimization of digital ad inventory across multiple publishers, playing a crucial role in the retail media ecosystem.

Advertising is rapidly becoming a significant revenue stream for retailers and delivery companies, with major players like Walmart, Uber, and Instacart seeing substantial growth in their ad businesses. The effectiveness of targeted advertising, fueled by big data and AI, is attracting consumer packaged goods brands eager to engage customers directly in retail environments or through delivery platforms. As these advertising revenues continue to rise, they are reshaping business models across various industries and boosting profit margins for companies involved.

Google is enhancing its Commerce Media solutions for brands and retailers by integrating AI-driven performance across its advertising platforms, including Search Ads 360, Display & Video 360, and Google Ads. Key updates include improved self-service options for sharing product catalogs, expanded measurement capabilities for online and offline sales, and the introduction of product-level measurement to evaluate media spend effectiveness. Retailers and brands can join the beta program by contacting their Google account team.