New opportunities in retail media

Brian Carruthers

With a swathe of new entrants, the retail media market in Europe is already growing faster than the overall ad market, but it’s being held back by some key barriers, says IAB Europe’s Dr Daniel Knapp.

Leaving aside the great AI debate, few things have changed as rapidly in the world of advertising and marketing over the last couple of years as retail media. Surveying a ranking of the world’s top digital media owners, IAB Europe’s Dr Daniel Knapp observed that “you have companies in the mid-tail that didn’t even have an ads business three or four years ago”.

Consider the recent Instacart IPO: it’s an e-commerce company but when he examined its S1 SEC filing, he noted that advertising is mentioned 4.5x more often than commerce. “It’s in a sense an ad-first company, with 29%...

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