Home » [Cannes Lions] Retail media: professional measurement is a key to scale-up [Cannes Lions] Retail media: professional measurement is a key to scale-up While the retail media sector is maturing, the question of scaling up was a common theme at Cannes Lions. On the one hand, the multiplication of retail media networks and the growth of the off-site segment are making the market much more complex. On the other hand, as budgets increases, buying methods and specialised advertising agencies need to be more professional to catch up with high standards of other advertising channels. Through Raphaële Karayan, Sophie Baqué. Published on 01 July 2024 à 11h57 - Update on 16 July 2024 à 15h56 Resources With good reason, retailers were out in force at Cannes Lions 2024. Retail media is currently the fastest-growing segment of the digital advertising market (estimated growth of 17.5% in 2024, according to GroupM), and it shows. Walmart, Target, Sainsbury (and its agency Nectar360), Germany’s Douglas and Amazon were all present. There were also newcomers on the Croisette, such as the American bank Chase (J.P. Morgan), which wasted no time in launching its retail media offering Chase Media Solutions in April 2024. United Airlines announced a service in June. Kroger, which has been in the retail media business for longer with its 84.51 agency,… Raphaële Karayan, Sophie Baqué retail media
