Welcome to the Brief, The Media Leader’s round-up of media news.

Dr Kai-Marcus Thäsler previews the data, insights, and a few uncomfortable truths about where the global OOH journey is heading, to be discussed at WOO’s London congress in June.

Platforms built for discovery are being recalibrated for transactions. Youth generations demand it, so publishers and brands need to adapt for it, writes the MD EMEA at Vudoo.

Retail media faces rapid, structural fragmentation, which threatens to stall its momentum. SMG’s global head of product outlines her solution based on collaboration and a mindset shift. 

Experian’s consulting partner, media and agency, Danny Holmes, is in the hot seat to face our probing and quick-fire Leading Questions.

Retail media is now being presented publicly as its own channel in the AA/WARC Expenditure Report, with forecasts suggesting its rapid growth will continue in 2026 and 2027.

The pilot, which has been live in the US since February before expanding to Canada, Australia and New Zealand, will launch in the UK, Brazil, Japan, South Korea and Mexico “in the coming weeks”.

Welcome to the Brief, The Media Leader’s round-up of media news.

Aura is billed as a proprietary audience access and content classification solution.

Media leaders answer three questions about how retail media has developed, whether small players can compete, and what comes next.