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In the dynamic landscape of digital marketing, new trends and innovations emerge regularly. Some of these trends are fleeting, destined to be temporary, while others establish themselves as essential components of brand communication strategies. Retail media is a prime example of the latter, revolutionizing the way companies communicate with consumers By 2023, this channel had grown to a global value of $43.7 billion1.

The Evolution of Retail Media

The rise of retail media can be attributed to its continuous evolution and the numerous benefits it offers. Historically, retail media consisted of traditional, broad-targeted ads with limited personalization and difficult-to-measure performance. Today, however, retail media has transformed. It now excels at targeting specific audiences, collecting precise campaign insights and KPIs, and serving as a strategic touchpoint. This aligns perfectly with the crucial omnichannel approach, benefiting all stakeholders involved.

Retail media’s versatility allows for campaigns that address both high-funnel and lower-funnel objectives. This dual capability is driving many brands and communication agencies to specialize in this area. From major media centers to local digital marketing agencies, more players are integrating retail media into their clients’ planning strategies. They are developing a deep understanding of this channel and offering consultative and training services to brands.

In Europe, considering the Big Five countries 2, the main sectors investing in retail media advertising vary: Finance (13.2%) in the UK, Beauty and Hygiene in France (11.9%) and Spain (29%), and Retail Distribution (17.6%) in Germany. In Italy, the Home industry leads with 12.9% of the advertising budget, followed by the Automotive sector at 6.4%, Health at 6.2%, Tourism at 6%, and Telecommunications at 5.9% 3.

A Real Impact on Business Strategies

Forming strategic partnerships with retailers and digital platforms allows brands to place their ads in more relevant contexts, enhancing their effectiveness by reaching audiences when they are most likely to purchase. This not only improves consumer engagement but also creates new revenue streams through innovative monetization models that benefit retailers as well.

One of the most significant advantages for brands is access to first-party consumer data provided by retailers. These insights, gathered from interactions on websites, mobile apps, and physical stores, offer a detailed view of customers. This enables precise audience segmentation, personalized advertising, and more relevant content delivery. Retail media thus becomes an invaluable resource for advertising strategies, particularly in the near future when data availability will be limited due to cookie deprecation and stringent privacy regulations.

Moreover, data from retail media networks can be utilized in customer relationship management (CRM) strategies. By combining information from various touchpoints with online and offline purchase data, brands can obtain a comprehensive view of their customers. This allows for highly personalized strategies that anticipate needs and offer tailor-made experiences. Such personalization enhances customer satisfaction, increases the likelihood of repeat purchases, and boosts sales and loyalty.


Future forecasts are clear: by 2026, retail media investments in Europe are expected to reach € 25 billion4. After analyzing the benefits and impact on brands, it is evident that retail media will play an increasingly significant role in advertising strategies. This critical touchpoint is already heralded as the beginning of the third wave of online advertising, thanks to its ability to combine the targeting and measurement capabilities of digital advertising with the scalability of traditional advertising.

  1. IAB/PwC Internet Advertising Revenue Report 2024 ↩︎
  2. UK, Germany, France, Spain and Italy ↩︎
  3. Adijinn ↩︎
  4. IAB Europe ↩︎