What Is Retail Media and How Is It Managed in the UK?

Retail media is having a moment—and it’s more than just a trend. As third-party cookies fade and advertisers look for new ways to reach consumers, retail media is stepping into the spotlight.

But what exactly is retail media?

At its core, retail media refers to advertising within a retailer’s owned platforms—think sponsored products, on-site display ads, in-store ads, and out of home campaigns using retailers’ inventory and first-party data. It’s like putting your ad right at the point of sale.

Why It Matters

Retailers now sit on a goldmine of customer data—purchase history, browsing behavior, loyalty program insights—and are increasingly monetising it. For brands, this is a chance to target shoppers in the moment they’re ready to buy.

That precision drives results: better ROI, improved attribution, and a stronger link between media spend and sales.

Retail Media in the UK: Who are the Players

In the UK, the retail media landscape is rapidly evolving. Some notable players include:

• Tesco Media & Insight (powered by dunnhumby) – a data-rich offering combining in-store and online inventory
• Sainsbury’s Nectar360 – tapping into loyalty data to create targeted campaigns
• ASDA Media Group and Boots Media Group – newer but increasingly sophisticated entrants
• Iceland Foods have literally just announced their investment into Retail Media
• While Amazon remains a dominant force in UK retail media, it’s a media platform first, retailer second

How Is It Managed?

There’s no one-size-fits-all model, but typically:

• In-house retail media teams or external partners (e.g. CitrusAd, Criteo) manage campaigns
• Self-serve platforms are growing, giving brands direct access to plan, book, and report on campaigns
• Retailers are becoming media owners, with agencies adapting to work more like media buyers

But here’s the challenge: retail media is fragmented. Brands often deal with multiple platforms, inconsistent measurement, and a mix of walled gardens. That’s where strategy and integration come in.

What’s Next?

As retail media matures in the UK, expect:

• Standardization of metrics (ROAS, incrementality, attention)
• More off-site activations, using retail data to power social/display
• Closer alignment with trade marketing and ecommerce teams
• New players from non-grocery verticals (fashion, beauty, DIY)

‘At Triffecta, we help brands navigate the complexity of retail media—balancing media strategy, retail partnerships, and execution to drive results that matter’ said Ken Platt, Founder and Retail Media authority

👉 If you’re exploring your retail media approach or scaling your efforts, let’s connect.