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posted on Jun. 02, 2025 at 9:00 amMay 31, 2025

Understanding the granularity of retail media for effective outcomes

posted on Jun. 02, 2025 at 9:00 amMay 31, 2025

Epsilon's Rajesh Verma explains why brands that win won’t be the ones throwing the most money at retail media – they’ll be the ones asking the right questions, setting achievable goals and grounding campaigns in real-world data.

Rajesh Verma, General Manager, Middle East, Epsilon on retail media

Rajesh Verma, General Manager, Middle East, Epsilon

Retail media is undoubtedly one of the most exciting frontiers in advertising today. Its blend of commerce, data and closed-loop measurement makes it a natural focus for growth. As a result, consultancies are setting bold visions for what’s possible – pitching retail media as a cure-all for brand performance and media efficiency. These sky-high projections can be useful for mobilising investment, but they also risk setting a pace that’s tough to sustain.
With high expectations often set at the top, internal teams can find themselves working toward ambitious targets that don’t always reflect the realities of implementation on the ground. Retail media is already a noisy and competitiv

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Tags:achievable goals Attribution models behavioural cues connector CPMs data differentiated engagement Epsilon frequency granularity Identity incrementality intent measurement offsite onsite platforms Publicis Groupe Middle East questions Rajesh Verma Reach recency retail media scale

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.