• In the first quarter of 2024, Amazon Ads revenue grew by 24% year-over-year, reaching $11.8 billion, with expectations to hit around $50 billion for the year.
• Amazon Ads' revenues in 2024 are expected to exceed the combined revenues of advertising giants such as Publicis, Omnicom, and WPP.
• Amazon holds approximately 74.2% of the US retail advertising market share.

Revenue for #Amazon's advertising division, Amazon Ads, is forecasted to be around $50 billion in 2024.

In 2023, Amazon Ads earned $45 billion, and a conservative forecast for 2024 suggests a 10% increase, bringing revenues close to $50 billion. For comparison, Publicis Groupe's net revenue in 2023 was 13 million euros, up 4.2% from the previous year. Omnicom earned $14.7 billion that same year, a 2.8% increase compared to the year before, and WPP earned $18.5 billion, up 3.47% from the previous year.

In 2024, Amazon's revenues in #retail media, where they hold ¾ of the US market, are expected to exceed the combined revenues of major advertising agencies such as Publicis, Omnicom, and WPP: $50 billion versus $48 billion for the agencies.

For Publishers

This scale indicates how rapidly the advertising business landscape is changing. The old agencies (really old, from the second half of the 20th century) are losing to the retail giant in their own field (Amazon Ads was launched in 2012).

Forecast

Amazon, according to an analysis, will continue to grow, catching up to Meta and Google in revenue. Retail Media Networks worldwide will continue to drive the market. No wonder Google fears Amazon's explosive growth.

Other materials on this topic:

• Criteo prepares for a cookieless future and lays off 140 employees
• A new Criteo report highlights the importance of partnerships between publishers and retailers