While the world is speeding towards Agentic AI, Retail Media is rapidly becoming one of the most dynamic areas within digital advertising in 2025 & 2026. Once limited to banners and search ads, programmatic & affiliate marketing is now moving deeper into the shopping environment itself, where consumers are closer than ever to the point of purchase. The IAB Europe Retail Media 101 Guide provides a clear framework for understanding this fast-growing channel, and its relevance is strongly felt in Belgium as well.
What is (Digital) Retail Media?
Retail Media is the next digital shift in the area of Trade Marketing. Retail Media refers to advertising opportunities within a retailer’s ecosystem—both digital and physical. This includes sponsored product listings on e-commerce sites, display ads on retailer apps & websites, and even digital screens in-store. Unlike traditional media & Trade Marketing, Digital Retail Media leverages first-party shopper data, allowing brands to target consumers right when they are in shopping mode.
Why is Digital Retail Media growing so fast?
Several key drivers, also highlighted by IAB Europe, explain the surge:
• First-party data advantage: Retailers in Belgium like Delhaize, Carrefour, Colruyt and retailers across Europe hold rich transactional and loyalty data that is compliant with GDPR.
• Cookieless future: As third-party cookies disappear, retailer-owned data becomes one of the most reliable targeting sources, because consumers stay in the environment of the retailer that van leverage its first party IDs (both authenticated & non-aunthenicated).
• ROI clarity: Retail Media links advertising spend directly to sales outcomes, providing brands with tangible performance metrics.
• New revenue streams for retailers: For local players like Colruyt Group, Carrefour or Ahold Delhaize, Retail Media is not only a service for suppliers but also a strategic growth area.
Digital Retail Media possibilities: On-site, Off-site, and In-store
The Retail Media ecosystem can be broken down into three layers:
1. On-site media – Ads within a retailer’s own environment (search placements, sponsored product listings, banner ads).
Examples: Unlimitail, MMD Delhaize, bol.com, Amazon,…
2. Off-site media – Retailer data used for targeting on external platforms (e.g., programmatic buys, social extensions).
Examples: LiveRamp, InfoSum
3. In-store media – Digital signage, in-store activations, and point-of-sale screens that connect physical and digital journeys.
Examples: JC Decaux VIOOH for Carrefour & Delhaize
Why Belgium is ready for Digital Retail Media
While Belgium is a relatively small market, it is highly connected, with cross-border commerce between Belgium, the Netherlands (Bol.com, Albert Heijn) & France, and strong local loyalty ecosystems (Colruyt’s Xtra, Delhaize SuperPlus). This makes Belgium the ideal testing ground for innovative Retail Media formats, combining local shopper intimacy with European-scale networks. Additionally, Belgium’s advertising industry is known for early adoption of European IAB standards, ensuring that Retail Media growth is aligned with transparency and measurement frameworks across the continent.
Benefits for advertisers
• Direct access to shoppers at decision-making moments.
• GDPR-compliant first-party data targeting.
• Measurable sales outcomes and strong ROI.
• Ability to blend brand building with performance marketing.
Challenges ahead
Despite the momentum, some hurdles remain:
• Fragmentation: Each retailer has its own platform, formats, and measurement.
• Standardisation: IAB Europe and local trade bodies are working to create common frameworks for metrics and reporting.
• Consumer experience: Advertisers and retailers must avoid overwhelming shoppers with too many ads, balancing relevance with usability.
2026 is the year of Digital Retail Media in Belgium?
Retail Media is not just a global trend—it is reshaping the Belgian digital advertising landscape today. With its unique combination of data, direct shopper access, and measurable outcomes, it is set to become a central pillar of every brand’s media strategy. As the market matures, Belgium is well-positioned to benefit from both local innovations and European-wide standards.