In‑store retail media is often overshadowed by digital, but it remains where most shopping decisions are actually made. This piece explores how reach, context and proximity combine to drive both conversion and brand impact, and why connecting in‑store and digital activity is key to unlocking the full value of retail media.

ROAS has become the backbone of retail media measurement, but it doesn’t tell the full story. In‑store retail media drives impact beyond immediate attribution, influencing behaviour across products and channels. This piece explores incrementality and halo effects help brands and retailers understand the true value of in‑store retail media.

First‑party data is often described as retail media’s greatest asset, yet far less attention is paid to what happens next. This piece explores how retailers can turn customer data into retail media revenue, and why media, measurement and experience design are key to unlocking long‑term value.

Retail media has long been seen as a bottom‑funnel tactic, but new evidence shows it influences awareness, consideration, and brand equity far more than we think. This article explores why retail environments carry unique weight, and why retail media has been full‑funnel all along.

Retail media is attracting serious investment across Europe and globally. Retailers are building media networks, hiring dedicated leads and assembling technology platforms to monetise their physical and digital assets. The opportunity is genuine: retailers hold a powerful combination of first-party shopper data, physical presence and long-standing brand relationships that most media owners can only envy.

Retail media didn’t explode by accident. It grew because the economics of retail demanded it. Over the past few years, retail media has shifted from incremental income to strategic revenue pillar. Retailers are facing rising product costs, tighter margins, and increasing ecommerce fulfilment expenses. At the same time, brands are under pressure to prove media effectiveness and retailers are sitting on something incredibly valuable: first-party shopper data.