Non-Endemic Advertising: Retail Media’s Massive Untapped Opportunity
Retail media has been built, almost entirely, by CPG. Consumer packaged goods brands were the early adopters because the connection…
Retail Media’s Measurement Problem — And How It’s Finally Getting Solved
Retail media has grown to $155 billion globally despite a significant measurement problem. Every retailer has its own metrics, its…
Tesco’s Advertising Ambition: How a Grocer Became a Media Company
Tesco is the UK's largest grocer. It's also quietly becoming one of the UK's most significant media businesses. The transformation…
Retail Media in Europe: Why the Old World’s Gap Is Actually a Growth Opportunity
European retail media is lagging the US by several years. The infrastructure is less developed, the retailer ad products are…
Prime Video Ads: What Amazon’s TV Ambition Means for Every Advertiser
In January 2024, Amazon flipped a switch. Prime Video — previously ad-free for subscribers — began serving advertising in the…
Why Broadcasters Should Be Watching Retail Media Very Carefully
Retail media has been primarily framed as a positive story — for retailers, for agencies, for advertisers seeking better targeting…
Trade Dollars Are Going Digital: The CPG Budget Shift You Cannot Ignore
For decades, CPG companies split their commercial investment between above-the-line advertising and trade promotion — slotting fees, co-op advertising, end-cap…
Publicis vs Omnicom: Who’s Winning the Retail Media Agency Race?
The agency holding groups are not standing still on retail media. Aggressive acquisitions, new technology partnerships, and organisational restructuring mark…
The Agency Opportunity: How Retail Media Could Add 1.5 Points to Media Growth
When a new category of advertising spending grows at 13–21% annually, someone benefits. The obvious winners are the retailers building…
Walmart, Target, and the Race to Build the Next Amazon Ads
Amazon didn't just build a successful advertising business — it showed every other major retailer what was possible. Walmart and…