Retail media sector sees growth and new data integration strategies

The retail media sector is experiencing significant growth, with IAB reporting year-over-year increases of over 30 percent. A new report by AdQuery, supported by IAB Polska, examines how 1,000 consumers perceive retail advertising, identifying which formats effectively influence purchasing decisions and how omnichannel strategies impact consumer behavior.

Addressing the gap between online and offline data, Wirtualna Polska (WP) has developed a retail media ecosystem designed to reach consumers beyond digital storefronts. While online sales account for approximately 9.1 percent of retail sales in Poland, WP Media aims to capture the remaining 91 percent by utilizing transactional, geolocation, and behavioral data. This approach focuses on targeting individuals based on actual purchasing habits rather than mere declarations, utilizing formats such as video, display, and premium commercial breaks across platforms that reach 95 percent of Polish internet users.