Retail Media Economy: New Revenue Streams and Shifting Industry-Retail Dynamics

Retail media is rapidly emerging as a key driver transforming the relationship between brand manufacturers and modern retail, redefining the store — both physical and digital — from a simple transaction point into an advanced platform for communication, data, and monetization. With the growing availability of first-party data and the development of integrated digital ecosystems, retailers are building true media companies, offering brands highly targeted tools, measurable performance, and new ways to engage consumers throughout the purchase journey.

For manufacturers, this opens a new dimension of investment requiring different skills, organizational models, and metrics compared to traditional marketing.

In this context, retail media is not just a new revenue source for retailers; it represents a structural shift in competitive balance across the supply chain, impacting commercial strategies, category management, negotiation, and brand value creation.

This conference will explore the rising role of retail media in the food sector, opportunities for collaboration between industry and retailers, and the development prospects of a market set to become one of the most strategic assets for future growth.