Retail media is a key driver of commerce, projected to represent 25% of digital advertising by 2026 according to BCG. It encompasses advertising strategies deployed by brands on retailers’ websites, mobile apps, and physical stores to reach consumers just before or during their purchases. This provides increased visibility for brands and allows retailers to monetize their customer data. Present across all retail sectors, retail media is multi-channel, including formats such as banners, native advertising, and video. Ads can be displayed on the retailer’s website (on-site) to drive sales or on partner sites (off-site) for retargeting. The market, dominated by players like Amazon and Alibaba, relies on precise data collection and sophisticated targeting tools.
