Trump’s Tariff Shock May Drive Major Shift In Retail Media Spending

President Trump's sweeping tariffs—including a 54% rate on Chinese imports—are forcing consumer brands to make difficult tradeoffs across their businesses. Beyond product pricing decisions, one of the most immediate impacts is emerging in retail media spending, where brands are dramatically reallocating investments in ways that could reshape the $62 billion industry.The impact of these tariffs varies dramatically by product category, according to retail industry analyst Bryan Gildenberg. "Categories are all over the map - toys and games are the highest tariffed and highest import percent category by far," Gildenberg explains, noting that "most of the high tariff categories are discretionary where price point trade down or deferring purchase are options for a sticker-shocked shopper."ForbesHow Consumers Are Preparing For Tariffs Amid Economic UncertaintyBy Pamela N. DanzigerWith Amazon sellers already reporting significant cuts to advertising budgets and strategic shifts in campaign obj...