Retail Media's Evolution: Beyond Sponsored Listings to In-Store and Offsite
IAB Europe · Oct 5 · 1 min read
What happenedRetail media is expanding beyond traditional sponsored product listings, with a significant focus on the physical store as a new advertising frontier. In-store formats, including audio, are proving effective for brand building and sales uplift, while offsite retail media is also gaining traction.
Why it matters for marketersThe physical store is now a mass-reach, brand-building medium, not just a point-of-sale. Marketers must re-evaluate their in-store advertising strategies to capture this growing channel, especially as AI tools enable more sophisticated targeting and measurement within these environments.
Topics: retail media, in-store advertising, commerce media