Retail media is here and the questions it raises aren’t easy to resolve

Explores brand and retailer perspectives on retail media in Europe, as the industry weighs the benefits and the drawbacks of the technology.

Retail media is a massive opportunity – but for whom? Retailers, obviously. Having grown used to a relatively low-margin existence, they spy an opportunity to drive up their profits and they’re piling into the space with gusto as European heavyweights take a leaf from their American counterparts.

Brands, too, have an opportunity to reap the rewards of these retailers’ audiences, their purchase data, and even a suite of insights that could help inform overall marketing strategy.

There are, however, some drawbacks. First, the landscape is fragmented and complicated from a brand and agency point of view. Second, many of these...

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