Retail Media — advertising at the heart of online shopping

Retail Media is an advertising model that uses the advertising space offered by retailers (e.g. online stores, e-commerce platforms or shopping apps) to promote products or services directly at the point of sale. Retail media focuses on reaching customers at the moment when they are most likely to buy, that is, when they are viewing offers, searching for products or completing a transaction.

Among the main advantages of Retail Media are precise targeting (ads directed to customers based on their purchasing behavior), direct influence on purchasing decisions at the moment when the user is actively searching for a product.