Another interesting trend in e-commerce that emerges from the Casaleggio Associati report concerns the world of advertising and in particular the phenomenon of retail media .
With an increasing increase in investments and a market share in Europe that now stands at around 9%, retail media represents an advertising model that should not be overlooked and that potentially affects many e-commerce players.
In fact, the term “retail media” refers to a model that involves collaboration between real retailers (think, for example, e-commerce from large retail chains) and advertisers and brands that typically sell through those retailers.
In the era of third-party cookie depreciation, it is understandable that this is a very turkey mobile database interesting advertising model that offers visibility to the brand within the retailer's APP or store, but above all allows it to reach highly profiled and efficient audiences through its campaigns using the retailer's own first-hand data.
If we shift our gaze abroad, retail media is already a well-established reality: already in 2022, Amazon had generated more than 37 billion dollars through the sale of advertising space worldwide.
Amazon aside, many other chains such as Walmart and Target have understood the value of their customers' data and the importance of transforming it into a strategic asset, activating data collaboration and monetization strategies for business analysis and targeted and measurable advertising campaigns, always with full respect for their customers' privacy.
In Italy, retail media still seems to be a missed opportunity and few companies have yet understood its potential.