Retail media is booming with first-party data, closed-loop attribution, and direct-to-consumer targeting shifting how brands invest in media. But with more networks launching, brands face major challenges: where to invest, how to compare platforms, and whether retail media really delivers on its promise. This panel dissects where budget shifts are happening, which platforms offer the best ROI, and whether retailers are becoming the new ad gatekeepers.

Talking points:

1. Why is this shift important, and where’s the opportunity? 70% of digital ad spend is concentrated on five platforms, two of which are retailers (Amazon, Alibaba). Off-site advertising is a huge potential growth area, and the data proposition is powerful – first-party, consented data with closed-loop attribution.

2. Challenges in standardisation and scale: As more retailers enter the media space, fragmentation and walled gardens across platforms, cleanrooms, and attribution models makes it difficult for brands to scale campaigns.

3. Future predictions: Will we see a consolidation of retail media networks, or will fragmentation continue?