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From Rapid Growth to Structural Transformation: Navigating the New Retail Media Order
Retail media spend is projected to exceed $175bn by 2028. Moving beyond simple performance, the sector is evolving into a complex system spanning onsite, offsite, instore, and AI-driven discovery. Are you ready for the era of commerce media?
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About the Report
Retail media's initial "big bang" growth phase is over. What follows is a deeper, more consequential transformation where retail media becomes the audience operating system for the entire sales funnel. Global digital spend is scaling rapidly, with European investment set to reach €20.8bn in 2026 alone.
The Retail MediaX 2026 Report explores this inflection point, mapping how fragmentation and the "attention economy" are forcing a shift from discrete channels to fully integrated systems. Discover how AI has moved from a background tool to the de facto operating system for data parsing, creative orchestration, and decision-making.
Key Insights & Takeaways
Download the report to explore the forces reshaping commerce media.
The Scaling Challenge
Why onsite inventory is finite and how brands are reallocating budgets toward offsite channels like CTV, social platforms, and the open web.
AI-Driven Discovery
How natural language AI assistants are redefining "inventory" and why retail media is shifting from bidding for placement to influencing inclusion.
The Data Discipline
Why 100% of networks now offer closed-loop attribution, yet mature "data plumbing" like incrementality and clean rooms remains a critical differentiator.
The Physical Frontier
Insights into the "Connected Store" and how retailers like Tesco and Carrefour are scaling digital screen networks to capture attention at the shelf edge.
Consumer Usefulness
Evidence that 49.2% of shoppers find ads most useful when they offer genuine discounts, while trust in the brand remains the primary gateway for AI-delegated purchases.
What's Inside?
Shape of the Market in 2026
A global and regional analysis of spend, including the shifting balance between China, the US, and the rest of the world.
Scaling Up Retail Media
Strategies for integrating onsite performance engines with offsite reach and instore visibility.
The Attention Economy
Managing audience fragmentation across social feeds, streaming TV, and emerging AI interfaces.
Measurement and Attribution
Overcoming the "standardization gap" and the rise of incrementality as the metric that matters.
AI in Retail Media
How orchestration is replacing simple automation across the entire retail media value chain.
Sector-Specific Messaging
Exclusive data on how consumer receptiveness varies across categories from FMCG to luxury and services.
Company Profiles
Deep dives into the commerce media ecosystems of Carrefour Links, Emirates, Farfetch, Flipkart, GrabAds, JD.com, Marriott Media, Rakuten, REWE, and Tripadvisor.
Partner Perspectives
Expert viewpoints from industry leaders Criteo, Epsilon, Mirakl, and Walkbase.
Ready to move from channel optimisation to journey orchestration?
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