Retail media will be a $130 billion industry next year, and adtech firms Criteo and The Trade Desk will win big, according to Morgan Stanley
as two of the biggest winners in the growth of retail advertising, outside of Amazon. They have opportunity to grab the most share of the retail media market, compared to other indie adtech players.
However, this push to expand offsite is a big challenge, and there's no guarantee The Trade Desk can seize this market. To be sure, neither Criteo nor The Trade Desk are positioned to be the dominant player in retail media. Amazon still controls 47% of the total retail advertising market, and has its own adtech and data tools, so it will remain the biggest player in the space according to Morgan Stanley.
"For most retailers, working with a partner like The Trade Desk or Criteo is a more economically feasible and attractive option, particularly because many retailers are more comfortable sharing their highly sensitive customer data with these smaller/independent platforms," Morgan Stanley analysts wrote.
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