Carrefour & Publicis will explore Retail Media. It’s all about the Data
The French advertising giant Carrefour and Publicis have announced a joint venture to explore the retail media market in physical stores and online mainly in distribution chains. Carrefour will hold 51% of the joint venture, which will operate in continental Europe, Argentina and Brazil from the first half of next year.
According to companies, the advertising market is increasing the most at the moment. The retail media consist of advertisements placed on retailers’ sales channels, using the vast base of information they have on consumers.
A study by the BCG in partnership with Google estimated that retail media should grow by 25% per year to reach $ 100 billion in 2026; At this stage, retail media will represent a quarter of all expenses in digital media. In the next three years, investments in the media in these channels should exceed total spending on television. In Europe, sales should reach 5 billion euros by 2026Carrefour Retail Media Tech