Oct 26, 2026 · 14 min · 10 segments
Recorded live at IAB Europe’s Retail Media Impact Summit in Amsterdam, this episode explores the growing opportunity for non-endemic advertising in Retail Media. Marie-Clare Puffett, Senior…
Marie-Clare PuffettHostSo, final question, but do you, well, penultimate, do you see, do you think this is going to become a significant part of retail media? Like, is it going to become, you know, are we going to be talking about...
It is equal to, you know, endemic in, I don't know, maybe five years' time.
But if we look at, well, so retail media for us and media market is a strategic growth pillar.
And we're looking in about, well, what is it, 2030, that the strategic growth pillars are actually bringing as much, yeah, to the EBIT, let's say, than our core business.
For retail media specific, non-endemic versus endemic, yes, I think it should have a much bigger portion.
So, final question, but do you, well, penultimate, do you see, do you think this is going to become a significant part of retail media? Like, is it going to become, you know, are we going to be talking about...
It is equal to, you know, endemic in, I don't know, maybe five years' time.
But if we look at, well, so retail media for us and media market is a strategic growth pillar.
And we're looking in about, well, what is it, 2030, that the strategic growth pillars are actually bringing as much, yeah, to the EBIT, let's say, than our core business.
For retail media specific, non-endemic versus endemic, yes, I think it should have a much bigger portion.
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