The retail media trend is a significant opportunity for major European retailers to find a profitable avenue for sales that can claw back some of the difficulties of the costly mass adoption of e-commerce over the course of the pandemic.

Why it matters

Retail media was pioneered in the US where vast companies have created big, highly profitable businesses selling inventory that can be directly attributed to the retailer’s media offering. But US trade group the Interactive Advertising Bureau (IAB) suggests that in Europe’s multinational market, there is an enormous amount of opportunity to go around.

What you need to...