The growth of the French digital advertising market in 2021, around 24%, is notably driven by retail media, a lever boosted by the increase in online purchases and which is more effective since 2020.
The retail media market as a whole, which mainly includes display advertising on e-commerce sites and sponsorship of results on search engines, saw a 42% increase in revenue last year in France compared to 2020, according to the results of the Observatoire de l’e-publicité 2021 published Thursday, February 3.
Compared to 2019, the increase in advertising revenue for e-commerce sites is 69%.
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