Retail Media's Next Frontier: Transforming The Advertising Landscape

In our 2024 predictions report, we highlighted the shift in advertiser budgets toward digital platforms—particularly streaming services (from live and catch-up TV to pure streaming platforms) and retail media—at the expense of traditional channels. Today, we observe the convergence of the streaming services and retail media trends, accelerating disruption within the media industry.

The definition of retail media is evolving fast— and so is the revenue

Retail media, as defined by the Interactive Advertising Bureau (IAB), "encompasses the digital advertising space, retail data, and in-store opportunities that retailers or marketplaces own and make available for brands to run powerful ad campaigns." Retailers' first-party data—collected directly from their customers—enables hyper-targeted campaigns that don't just sell but resonate, boosting brand loyalty. But retailers are no longer confined to their own assets; they're reaching further, and the impact is huge.