With European advertisers doubling their spending on retail media this year, retailers need to radically rethink their revenue model. However, this must be done carefully: the adoption of shopping AI bots could undermine the entire raison d’être of retail media.
Following China’s lead
With some delay, Europe has now embarked on the growth curve that the United States and China have already completed, Emerce quotes research by WARC Media. Italy, the Netherlands, and Spain saw the sharpest increase in the first half of the year, with growth of 40 to 60 % in retail media spending.
