We’re on the brink of six major shifts that will fundamentally reshape retail and commerce media. Capture’s MD details the trends to watch.
11 May 2026 | Charli West
Last week, The Media Leader took a deep dive into retail media, reporting on the latest updates and hearing from key industry leaders on the challenges, trends and future of this fast-growing media channel.
The MD for commerce at Dentsu UK&I explains why sales velocity could become retail media’s most important KPI in 2026.
Retail media isn’t going away. Instead, it will work in tandem with AI discovery, helping to close the sale on site after ChatGPT ads or responses capture and direct shopper attention.
Shoppers more than twice as likely to trust advertising that is personalised, finds dunnhumby report
The report shows that seven in 10 shoppers are likely to trust personalised ads, compared to generic advertising, which is trusted by just a quarter.
Retail media struggles with fragmented, self-reported measurement that is difficult to compare across platforms. It needs to change.
A category that cannot agree on how to measure what it does is poorly placed to absorb a fundamental change in how the customer journey works. It’s an issue that retail media needs to address, and quickly.
Retail media turns creative effectiveness into a hard commercial case. You can confidently show a CFO exactly how a tailored, context-aware campaign drives proven results, writes Uber Advertising’s head of UKI restaurants.