Europe’s rich potential for retail media

Sam Peña-Taylor

Looks at the swift growth of retail media to its current size, which is expected to be already bigger than the overall CTV market.

Though Amazon and Walmart, the two leaders in the retail media space, are American firms, Europe’s many market economies present a major media opportunity in which many different companies can share, according to IAB Europe’s Chief Economist.

Retailers are fast waking up to the potential of the audience data they have amassed over the years either through loyalty cards or online shopping, or, in the case of Tesco’s latest initiative, both.

Speaking at a presentation of the Bureau’s 2022 economic forecasts, Daniel Knapp set out the swift growth of the medium to its current size – “which we...

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