Overview and themes for 2027

Retail MediaX becomes Commerce MediaX

Retail MediaX already brought FMCG and CTV into the room. For 2027 it grows again, adding two new tracks — DOOH and Hyperlocal — and takes the name that now matches what it has become: Commerce MediaX Europe. One floor at Olympia's new International Conference Centre, tracking where every sector and channel sits on the same curve, from established retail media networks through to the newest commerce channels just entering it.

Retail media's model no longer belongs to retailers alone. The assets behind it — first-party transaction data, high-intent audiences and the ability to connect ad exposure to an actual purchase — were never retail-exclusive. Airlines, hotels, banks, payment companies and delivery platforms hold the same assets and are already monetising them the same way: Booking.com, Expedia, Marriott, Chase, PayPal and Uber are proof the model works outside retail.

The growth story

• 900+ delegates in 2026, from 23 countries — roughly 17% travelling from outside the UK.
• 1,500 delegates estimated for 2027 in a single, merged show.
• Three proven shows, not a standing start: Retail MediaX, the FMCG Summit and the CTV Summit each ran and sold core packages before merging.
• A senior, cross-functional room: in 2026, 25% of the audience sat at C-level and 59% at Head of / VP / Director level.

Five vectors, seven tracks

Most commerce and retail media events are single-vertical. Commerce MediaX is built on the argument that these audiences are solving the same problem from different angles, at different levels of maturity. Five vectors run across all seven tracks and drive movement along the same curve, so an FMCG or brand-marketing leader finds relevant content in every room, not only their own:

• Data. From established identity and clean-room infrastructure through to new and emerging signals at the frontier.
• AI. From optimisation and forecasting through to generative and agentic applications in media.
• Operability. From interoperability across the ad-tech stack through to integration with genuinely new channels.
• Performance tracking. From proven, comparable ROI at scale through to early-stage proof points where benchmarks don't yet exist.
• Trust & regulation. Open banking, cookie deprecation and IAB/MRC standards as active triggers for frontier moves, not merely a compliance cost.

The tracks: Retail MediaX: Scale & Performance (plenary, up to 800), Optimisation & Operation (up to 300), Innovation & New Channels — the wavefront track (up to 160), FMCG, CTV, DOOH and Hyperlocal (dedicated tracks, up to 100 each), plus a closed-door, 60-seat Think Tank anchored to the wavefront theme as a whole.

Beyond the main stage

• Learning Labs. Demo and craft sessions on the show floor, each with a one-page brief in the event app.
• Innovation Zone. A dedicated space to meet start-ups genuinely pushing new ground — eight spots.
• Commerce Media Podcast. Recorded on site and promoted to attendees and the wider database after the event.
• 1:1 Meetings. Pre-qualified, double opt-in meetings.

Who's in the room

A sample of 2026 attendees from the Retail MediaX, FMCG Summit and CTV Summit rooms: Head of UK Retail Media, Amazon · Director, ASOS Media Group · Global Retail Media Director, The Coca-Cola Company · Head of Retail Media, John Lewis · Senior Marketing Director, Tesco Media · Global Head of Retail Media, Reckitt · Director, Retail & Category Strategy, Procter & Gamble · Director, Commerce Media Partnerships, Google UK · Director of Retail Media Strategy, L'Oréal · Head of Omnichannel Activation, Unilever · Director of CTV, Bloomberg TV · Chief Strategy Officer, Canal+ · Global Head of Digital Commerce, HelloFresh · Head of Revenue – Retail Media, Delivery Hero · Head of Innovation, ICA Gruppen · Managing Director, MC Sonae.

Company size in 2026: 9% under £50m, 39% £50–200m, 52% £200m+.