Retail media has been described as the “third big wave” of digital advertising after search and social, which are dominated by Google and Meta, respectively.

Powered by first-party data, digital retail media enables brands to increase their presence on the “digital shelf” and reach customers directly at the point of purchase. It encompasses advertising on retailers’ owned websites and apps, as well as off-site media.

There is significant potential for retail media in the UK, which is one of the world’s most advanced ecommerce markets. GroupM forecasts the value of retail media spend in the UK could reach £2.4 billion by 2024. Among the retailers set to dominate are Amazon, Tesco, Sainsbury’s, and Boots, whose ecommerce operations command significant monthly traffic.