Retail Media is experiencing explosive growth. In 2025, it is expected to reach nearly 170 billion dollars, representing an increase of about +20% vs 2024, confirming its position as one of the fastest-growing levers in the global advertising ecosystem. Today, it already accounts for almost one-fifth of digital investments, according to the latest analyses from IAB Europe and international observatories.
This acceleration is driven by the convergence between transactional data, advanced targeting capabilities, and the explosion of online commerce. Retailers—whether traditional chains or e-commerce platforms—are becoming true media owners capable of offering powerful targeting at the final stage of the purchase journey.
Why Retail Media has become a strategic pillar
Retail Media is unique:
It intervenes at the most decisive moment of the funnel, when the consumer is purchasing or about to make a final choice. This is where the impact on sales is the most measurable.
Three factors explain its rise:
First-party data targeting with unmatched precision
Retailers analyze what consumers actually buy.
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This data is anonymized, segmented and activated in the form of:
- buyer audiences,
- purchase intentions,
- product/category behaviours,
- basket histories.
This enables campaigns with very high ROAS and conversion rates above digital averages.
Fully integrated omnichannel logic
Retail Media is no longer limited to banners in e-commerce apps.
It now covers:
- merchant sites and apps (Onsite),
- partner environments (Offsite programmatic)
- sponsored product ads (SPAs)
- social media and Google activations using retailer data
- PDOOH campaigns around and inside stores
- in-store or Drive devices
Direct sales measurement
Thanks to Location Intelligence and traffic-measurement solutions (footfall), combined with transactional data, it is possible to:
- measure store visit impacts
- analyze incremental effects
- optimize distribution per store
- precisely attribute the role of each lever
Anonymous geolocation technologies also strengthen targeting efficiency around retail zones, city centers or priority stores.
Retail Media in practice: how it works
Without naming specific brands, today there are:
- large Retail Media networks in France, Germany, Switzerland, the UK, the US and Scandinavia,
- structured platforms offering onsite, offsite programmatic, product sponsorships, digital coupons and cross-channel activations,
- APIs enabling synchronization of purchase data with advertising platforms (Google, Meta, programmatic DSPs).
The most common models:
- Onsite / Display: banners targeted based on purchase behaviour.
- Sponsored Products: top-of-page product promotion with Add-to-Cart features.
- Offsite / Programmatic: activation of buyer audiences in premium environments.
- Geo-behavioural targeting: PDOOH panels around stores distributing the brand.
- Ciblage géo-comportemental : activation de panneaux PDOOH auprès des magasins distribuant la marque.
Mediamix expertise: from branding to conversion through a full omnichannel approach
In 2025, Mediamix activated Retail Media campaigns across several key markets: France, Germany, Scandinavia, the UK and the United States, in collaboration with major platforms and specialized networks.
Our role?
To ensure consistent, intelligent and effective deployment of investments, considering:
- the specific dynamics of each market
- the retailers’ data capabilities
- distribution constraints
- visibility and conversion objectives
We integrate Retail Media into a global omnichannel strategy, ensuring:
- a centralized coordination,
- a unified performance reporting,
- a continuous optimization on the most relevant environments (online and in-store),
- a programmatic management with tailored deals when necessary,
- geo-behavioural activations around stores using advanced targeting technologies (unnamed), reducing waste and improving local impact
This approach allows us to support brands across their entire retail presence—e-commerce, partner environments or PDOOH around/in POS.
Each project is custom-built with our teams based on the market, objectives and the brand’s digital maturity.
Our goal:maximize efficiency and clearly attribute the impact of each lever..
Conclusion: Retail Media is no longer optional
It has become a strategic pillar in modern media plans.
It combines:
- precision,
- drive-to-store efficiency,
- reliable measurement
- visibility at the moment of purchase
For brands operating internationally and seeking a coherent Retail Media framework, Mediamix provides a unified, agile and performance-oriented approach.