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Shoptalk Europe 2025: Top Retail Media Insights from Barcelona 

Discover key retail media trends and insights from Shoptalk Europe 2025 in Barcelona — from data-driven innovation to retailer-advertiser collaboration shaping the future of commerce.

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3 MIN READ
Shoptalk Europe 2025: Top Retail Media Insights from Barcelona 
Discover key retail media trends and insights from Shoptalk Europe 2025 in Barcelona — from data-driven innovation to retailer-advertiser collaboration shaping the future of commerce.
Jun 10, 2025
avatar
Anna Sursaieva
Content Marketing Manager

Retail media has officially shifted from trend to transformation. 
At Shoptalk Europe 2025, held in vibrant Barcelona, the message was clear: retailers are no longer asking if they should launch a retail media network — they’re deciding how fast they can scale it. 

VP of Retail media at Shoptalk Europe 2025

What’s Next for the Retail Media?

Reflecting on the event, several key trends emerged that are shaping the future of retail media. Here’s what stood out over three days of keynotes, networking, and strategy sessions. 

1. Retail Media Is Growing — Fast 

One of the biggest takeaways? Retail media adoption has accelerated dramatically. 
Many of the retailers we spoke to just a year ago at this same event — still in the “discovery” phase — are now running full-scale campaigns across in-store and digital channels. 

This momentum underscores the urgency: the retail media window is wide open, but not for long. As more retailers launch their networks, competition for brand budgets is only getting fiercer. 

📍Takeaway: If you’re still planning, now’s the time to move. Your competitors already have. 

2. Unified Commerce Is the New Baseline 

From beauty to grocery, speakers emphasized the need to seamlessly connect online, offline, and in-store touchpoints. Retail media needs to keep pace — not as a siloed channel, but as part of a unified commerce strategy. 

That means linking in-store promotions to digital campaigns, using loyalty and CRM data for personalization, and making sure measurement works across it all. 

📍Takeaway: A unified media stack that connects CTV, DOOH, and digital is no longer optional — it’s expected. 

3. Measurement and Attribution Are Non-Negotiable 

Retailers and brands alike are pushing for real performance data, not vanity metrics. Several speakers called out the challenges of fragmentation and inconsistent reporting across RMNs. 

The expectation is clear: real-time, closed-loop attribution that shows how impressions drive purchases — and loyalty — across every touchpoint. 

📍Takeaway: The winners in retail media will be the platforms that connect media to outcomes in a measurable, actionable way. 

4. Flexibility and Modularity Are Key 

A recurring theme from retailers of all sizes: they want tech that adapts to their business — not the other way around. That means modular, API-first platforms that can scale up (or down) based on market needs, internal capabilities, and brand partnerships. 

📍Takeaway: White-label, brand-safe, and customizable tools are giving retailers the confidence to own and grow their media networks. 

Adtelligent at Shoptalk Europe

Final Thoughts from Barcelona 

From packed tech talks to casual meetups in the networking hall, the energy around retail media was undeniable. Innovation is happening fast — but the core goals remain simple: 

  • Reach customers where they are 
  • Deliver real value to brand partners 
  • Build sustainable, scalable revenue streams 

At Adtelligent, we’re proud to support this evolution with the tools and infrastructure retailers need — from in-store CMS to CTV and omnichannel measurement. 

Tags

#ad server#ad tech#retail media#video ads

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