In front of his computer and with his bank card, a citizen browsing an e-commerce site is a potential buyer who arouses the envy of advertisers.
“Ideally, advertisers want to reach Internet users when and where they intend to shop.
Retail media makes this possible, ”
summarizes Thibault Hennion, director of international operations at Epsilon, a subsidiary of Publicis Groupe.
New El Dorado for industry giants such as Publicis, Dentsu, Havas and Criteo, “retail media” refers to inventories and advertising products placed on the websites of major retailers.
In full boom since the health crisis, the world market, mainly driven by the United States, will exceed 30 billion dollars next year, according to eMarketer.
By 2024, the retail media market is expected to cross the $ 40 billion mark.
For its part, Goldman Sachs anticipates that this source of investment for
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