In this episode, Jason Wescott, Global Head of Commerce, WPP Media & Chair of IAB Europe's Retail & Commerce Media Committee, Mazen Mroueh, Head of Retail Media & Partnerships, Publicis Media, and Christian Raveaux, Director Retail Media Connect, REWE Group, explore why non-endemic brands are becoming the next big opportunity in Retail Media. They discuss what is driving growing advertiser interest beyond traditional CPG and endemic categories, whether retailers are ready to support more complex partnerships, and how shopper intent data can help brands that do not sell directly on the shelf achieve meaningful outcomes. The conversation also tackles common misconceptions about Retail Media, how to balance endemic and non-endemic demand, and why protecting the shopper experience remains critical.
