The concept of retail media is not new; however, the Middle East market seems abuzz with activity around it. Brands and agencies cannot stop talking about this new world of retail media, which has the potential to cause some headaches for the Googles and Metas of the world.
Retail media (RM) has emerged as a powerful marketing channel, enabling brands to reach consumers directly where they shop in the region. Large groups have started investing multi-million dollars to create their own tech stacks, hoping to leverage the RM wave.
Over the last decade, RM has evolved from a small player to the first item on marketing plans. RM started as a direct-buy medium, mostly involving the trade
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