B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
49%
49% -- advertisers with incremental funding for Respondents to Path to Purchase Institute's annual trends survey (2025)
49% of respondents to the Path to Purchase Institute's annual trends survey claim that their retail media investments contain some incremental funding.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
49%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Path to Purchase Institute
Primary
Tier B
https://www.marsunited.com/retail-media-report-card-1q-2025/ ↗
Source Article
Retail Media Report Card 1Q 2025 - Mars United
The 10th edition of the industry’s most informative cross-network assessment guide evaluates 84 capabilities at 20 leading platforms.
To download the report, fill out the form below.
Retail media advertisers seem to be pumping the brakes a little bit — but only to give themselves more time to kick t…
Original Research
Path to Purchase Institute
· Original study ↗
Methodology
Path to Purchase Institute annual trends survey cited in 1Q 2025 report; 'incremental funding' means new dollars beyond reallocation from other marketing budgets; survey year not specified in article
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Respondents to Path to Purchase Institute's annual trends survey: 49% advertisers with incremental funding. Source: Path to Purchase Institute (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/retail-media-incremental-funding-p2pi
HTML Embed
<blockquote cite="https://lighthousedata.io/data/retail-media-incremental-funding-p2pi" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>49%</strong> -- advertisers with incremental funding for Respondents to Path to Purchase Institute's annual trends survey<br><small>Source: Path to Purchase Institute (2025) · <a href="https://lighthousedata.io/data/retail-media-incremental-funding-p2pi" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.