Introduction

Retail media is the new buzzword in the marketing world. In just two years, it has evolved from a niche topic to a fixed point on boardroom agendas and media plans. Both advertisers and agencies talk about its enormous potential: access to valuable first-party data, a

The world of digital advertising is constantly evolving, and with the rise of e-commerce and the vast opportunities presented by retailer data and audience insights, Retail Media has emerged as a powerful advertising avenue. In Belgium and across the globe, the paradigm shift towards Retail Media is making the advertising landscape evolve. In