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

Sam Peña-Taylor

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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