Amazon and Walmart are search advertising’s growth engines
Walmart’s Search Ads Match Amazon’s in Breadth and Consistency
The trend: Google’s share of search ad revenues will dwindle to a hair over 50% this year, down from about 55% two years earlier. Retail media search will capture the majority of new search ad dollars over the next few years.
As the channel gains momentum, generative AI (genAI) and measurement are two areas to watch. So, which retailers are capturing retail media search ad budgets, and what’s next in retail media search?
Walmart leads the pack: Walmart’s (a distant) second to Amazon. It will account for nearly 4 in 10 non-Amazon retail media search ad dollars this year—more than any other single competitor. That translates to $2.42 billion in search ad revenues.
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