What’s next for retail media? Trends to watch in 2024

Maren Seitz

The appeal of retail media – with its alluring treasure trove of first-party data and potential to truly drive customer conversion – is set to keep on growing, particularly in a fragmented media marketplace characterised by a need to find alternatives to TV, and the imminent demise of third-party cookies.

Marketers are suffering severe FOMO as demand for retail media is outstripping supply and retailers just can’t keep up with nine in 10 reporting ‘waiting lists’ for their inventory. The appeal of retail media – with its alluring treasure trove of first-party data and potential to truly drive customer conversion – is set to keep on growing, particularly in a fragmented media marketplace characterised by a need to find alternatives to TV, and the imminent demise of third-party cookies.

But with such rapid growth and demand comes competition and price inflation with cost-per-clicks in some...

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