We’re back from Shoptalk Europe with fresh insights and future-forward thinking. Here’s a breakdown of what stood out most across Retail Media Networks (RMNs), data innovation, and emerging tech trends:

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Retail Media Networks: Shifting Into High Gear

The RMN space is clearly entering its next phase:

Maturing into Full-Service Agencies: Retailers are no longer just offering ad inventory—they’re evolving into full-service media partners. This means richer creative capabilities, more sophisticated targeting, and tighter campaign measurement frameworks.

Incrementality is the New Standard: Advertisers are demanding proof of performance. Techniques like Difference-in-Differences (DiD) and incremental ROAS (iROAS) are fast becoming table stakes, not differentiators.

Loyalty + POS = Closed Loop Attribution: Grocers are doubling down on direct brand partnerships, leaning on first-party data (like loyalty programs and POS systems) to enable full-funnel measurement—sidestepping third-party ad tech in the process.

The In-Store Experience Evolves: Audio and digital Out-of-Home (OOH) advertising are gaining traction as the next wave of attention capture.

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Tech & Innovation: From Buzz to Building

AI Personalization is Still Finding Its Footing: Despite the hype, scaled personalization use cases remain rare. Most are still in pilot phases or limited to narrow applications.

Data Collaboration Takes Center Stage: Clean rooms like Snowflake, InfoSum, and LiveRamp are now essential infrastructure, enabling brands and retailers to collaborate safely on shared insights and campaign measurement.

Immersive & Voice Tech on the Horizon: AI voice assistants and interactive digital signage are generating curiosity. While real-world applications are limited today, momentum is building in this space.

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Final Thoughts

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Shoptalk made it clear: retailers are no longer just channels—they’re full-fledged media ecosystems. With increasing pressure to prove ROI, innovate responsibly, and make the most of first-party data, the future of commerce media is as much about intelligence as it is about inventory.

For Qsic, this moment reaffirms our mission: to transform physical retail into a dynamic, data-driven media environment. As retailers lean into in-store experiences and closed-loop measurement, our audio-first, context-aware platform is perfectly placed to bridge the gap between media innovation and real-world shopper impact.

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