Retail Media Report Card: Europe by Publicis Media UK and Mars United Commerce

The latest installment of the Retail Media Report Card for Europe has dropped! As ever this edition is filled with rich insights on what is a constantly changing landscape. Credit to the combined Publicis Commerce and Mars United team for pulling this together with Amo Aujla-Tse, Chizaram Whitney Egbuziem & Jenny Wong leading the charge!

In such a fragmented ecosystem to navigate with the right companion is a must Mars United Commerce and Publicis Commerce together made this report to be updated with ongoing retail media partners as they evolve and accelerate its expansion in our market Interesting for Retail Media pros! REETMO MEDIA Salvatore Cospito Rubén Molina Ortego

Retail media in Europe has evolved in less than a decade from an experimental advertising channel into a core commercial lever embedded into joint business planning, distribution negotiations, and media transformation agendas for many brands. But keeping up with the constant changes and updates remains a challenge. That's where Publicis Commerce comes in. Produced as a collaborative effort between Publicis Media UK and Mars United Commerce, the latest edition of the Retail Media Report Card: Europe provides a valuable resource to help brands evaluate the landscape of potential retail media partners. Among the features of the 1H 2026 edition: 📝 Analysis of 21 retail media networks that span cross-European platforms and significant players in seven key markets: UK, France, Germany, Italy, Spain, Portugal, and Turkey. ⚖️ Evaluation of 104 capabilities across five key performance areas that are essential for effective planning, execution, and measurement. 🔁 Roundup of the key additions that networks made to their capabilities and offerings since the last Report Card in fall 2025. Download the report here: https://lnkd.in/eXfwthgc #RetailMediaReportCard #Europe #retailmedia

Today’s coverage for The Future of Retail Media Week, brings together perspectives from across the industry on how retail media is evolving.   From the increasing focus on sales velocity and performance metrics, to the trends expected to shape FMCG and CPG marketing in the years ahead. It also explores the role of independent planning in an increasingly complex media landscape, and whether smaller players can continue to compete as the sector matures.   Featuring insights from leaders at {Capture}, SMG, Epsilon, T&P, dentsu UK&I and Project5 Media, the discussion reflects the broader changes taking place across advertising, commerce and retail media.   But one idea continues to percolate throughout: retail media is changing rapidly, and the industry is being pushed to keep pace from measurement and planning to strategy and execution.   Read the full articles here: https://lnkd.in/e_uES9T7 Victoria Peopall Neilson Hall Helen Johnson Sam Drake #retailmedia #mediaindustry #marketing

Some interesting thoughts here including insightful contributions from Victoria Peopall, reminding us all retail media is based on relationships and shouldn't just be transactional.

Retail media continues to grow through being more accessible and more effective, particularly for smaller players, argues Victoria Peopall in The Media Leader UK’s Retail Media Week in Focus: https://lnkd.in/eEEDUgk5 Vic highlights how retail media allows brands of any size to use budgets more efficiently by focusing on high‑intent audiences rather than scale alone. She also points to the next phase of growth coming from existing propositions becoming more sophisticated, with faster set‑up, easier execution and clearer metrics easing what was previously a heavy lift. The shift is less about new formats and more about making retail media simpler to use and prove. #RetailMedia #CommerceMedia

Great to share some thoughts on where retail media is headed - especially the opportunities that are there, not just for the big players, but for those smaller just getting started!

Retail media is no longer just for the biggest brands. We’re seeing more growth and SME clients move into the space because the barriers are coming down with faster activation, simpler execution and clearer measurement are making retail media far more accessible. The real shift? Precision over scale. Brands can now reach high-intent audiences and prove impact without needing massive budgets. Great perspective from Victoria Peopall on where the market is heading 👇 #RetailMedia #CommerceMedia #GrowthMarketing #SME #DigitalAdvertising

Retail media ad spending in Europe is projected to continue growing more than 20% annually to reach €31 billion by 2028, according to IAB Europe. As their investments scale, brand advertisers need guidance in answering three critical questions: where can retail media strengthen core retailer relationships, where can it deliver a measurable incremental return, and where does the spend need tighter control? Mars United is here to help answer those questions. This latest edition of the Retail Media Report Card: Europe, produced in collaboration with Publicis Media UK, is a valuable tool for helping brands build an effective, business-driving investment strategy. The 1H 2026 edition includes: 📝 Analysis of 21 retail media networks that span cross-European platforms and significant players in seven key markets: UK, France, Germany, Italy, Spain, Portugal, and Turkey. ⚖️ Evaluation of 104 capabilities across five key performance areas that are essential for effective planning, execution, and measurement. 🔁 Overview of the key additions these networks made to their capabilities and offerings since the last Report Card in fall 2025. Download the report here: https://lnkd.in/eXfwthgc #RetailMediaReportCard #retailmedia #Europe