Kiri Masters for Forbes: Retailers Hit 99% Ad Coverage Without Killing User Experience

Retailers are achieving high levels of ad coverage without harming the shopping experience. A study by IHL projects that the retail sector will see a USD 9. 2 trillion economic impact, benefiting companies like Amazon and Walmart. These retailers deliver sponsored product ads on nearly all search results, with Amazon reaching 99%, Walmart at 97%, and Home Depot at 97%. Despite shoppers claiming to dislike ads, these companies maintain engagement levels comparable to organic listings.

Pentaleap’s recent benchmarking study shows a divide in ad coverage among retailers. Leaders like Amazon, Walmart, and Home Depot have nearly universal sponsored product coverage, while mid-tier retailers like Best Buy, Staples, and Macy's are still developing their ad programs. Kroger has made significant progress, increasing its coverage from 41% to 55% in six months, indicating a commitment to enhancing retail media capabilities. Other notable retailers like CVS and Lowe's have also expanded their ad presence.

The findings demonstrate that increasing ad inventory might not detract from the retail experience as previously thought. Instead, retailers are showing that well-implemented ad strategies can coexist with consumer satisfaction. This trend suggests a shift in how retailers approach advertising, with more focusing on maximizing ad coverage to drive sales effectively.

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👉 Read the full article: https://www.forbes.com/sites/kirimasters/2025/05/15/retailers-hit-99-ad-coverage-without-killing-user-experience-new-report-shows/