According to a study released last week by the World Federation of Advertisers and advisory firm Ebiquity, more new investment will be heading towards retail media than into any other channel in 2024.
A handful of brands will attempt to deal directly with retail media networks - which include traditional retailers fresh to the advertising business, such as Tesco or Carrefour - and digital marketplaces quick to the punch, such as Amazon.
One of the earliest movers in this area was Publicis Groupe. It acquired CitrusAd and Profitero in 2021 and 2022. That, combined with its now-established Epsilon business, has helped it surf the initial retail media wave - a factor behind its positive growth in 2023, at the same time as rivals have struggled.
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