^{This article first appeared on on 20 Feb 2025.}

In 2025, the retail media landscape is experiencing rapid growth and transformation. The global market is expanding with new entrants from diverse sectors like banking and airlines, while the Asia Pacific region, led by platforms such as Shopee, Lazada, and Grab, is at the forefront of this surge.

The article "" by Matt Farrington highlights several key points:

• Significant Growth: The retail media market saw substantial growth in 2024, with new players and continued investments from established ones.

• APAC Leadership: Asia Pacific is a major growth area, with leading platforms driving the market forward.

• Challenges and Adaptation: Established retail media networks need to adapt to new commercial trading practices, while smaller networks must embrace programmatic advertising and data partnerships.

• Future Outlook: The industry faces challenges with fragmentation and the need for aggregation to streamline operations and maximize revenue.

Overall, the article underscores the dynamic and evolving nature of retail media, emphasizing the importance of adaptation and strategic partnerships for future success.