Retail media is rapidly evolving from a niche ecommerce tactic into a central pillar of digital advertising as retailers, delivery platforms and consumer brands seek closer access to high-intent shoppers. Europe, particularly Germany and the wider DACH region, is emerging as a major growth market as brands increase spending on measurable, commerce-driven media channels.

Criteo’s partnership with Lidl in Germany reflects how retailers are expanding onsite retail media networks with sponsored products and display advertising that allow brands to influence consumers directly at the point of purchase. The move also highlights growing demand from advertisers for measurable, performance-led media inventory within retailer ecosystems.

Koddi’s partnership with Wolt Ads signals the next phase of commerce media growth in Europe through programmatic access. By opening Wolt’s in-app inventory to automated buying channels, the deal shows how retail media is becoming more scalable, data-driven and integrated with broader digital advertising strategies.

At the same time, Unilever’s double-digit digital commerce growth demonstrates how major global brands are embedding retail media, social commerce and quick commerce into their core growth strategies. Investments across Walmart, Amazon, TikTok Shop and rapid delivery platforms underline how brands increasingly view commerce media as both a sales and brand-building channel.

Together, the developments show retail media is shifting from an experimental channel to a mainstream advertising ecosystem in Europe, driven by retailer data, AI, social commerce and the demand for measurable consumer engagement.

Campaigns of the week

Guinness is launching a summer campaign in the United States that focuses on football fan culture, pub traditions and shared matchday experiences as the sport attracts growing audiences across the country.

RIMOWA has introduced For a Lifetime of Lives, a global campaign created with creative agency GUT that explores the relationship between travel, craftsmanship and personal legacy through a multi-generational narrative.

Berlin-based hygiene startup Bidetlity has launched The Wipemare, a satirical campaign film challenging the continued use of dry toilet paper in Western cultures.

Agencies and accounts

WPP has been appointed by JLR as its global growth and marketing partner in a collaboration designed to support the automotive company’s portfolio of luxury vehicle brands.

Fold7 has secured a four-year contract with Carlsberg to lead strategy and creative work tied to the brewer’s UEFA sponsorship activity across major European football competitions.

Honda Motor Europe has appointed WPP Media’s EssenceMediacom as its lead media agency across Europe following a competitive review managed by MediaSense.

Partnerships and acquistions

Havas has acquired French corporate influence communications agency Format in a move designed to strengthen its capabilities across media relations, social media, creator partnerships and content production.

Publicis Groupe has agreed to acquire data collaboration platform LiveRamp in a transaction valued at $2.2 billion, expanding the group’s investment in artificial intelligence, data infrastructure, and enterprise transformation services.

Appointments

Eric Kramer is stepping down as WPP Country Manager Netherlands after 18 years with the company, citing the group’s evolving strategic direction.

Ogilvy has appointed Samuel Heath as Global Executive Creative Director for Unilever, expanding the agency’s leadership team.

WPP has appointed Maiko Valentijn as Market Manager Benelux. He will take on the new role alongside his existing position as CEO of WPP Media.

Captains of Industry

Marketing Report recently spoke with Emily Mitchell, the Managing Director of The Midnight Club about the company’s evolving vision, the future of independent creative businesses and how culture, innovation and bold thinking are reshaping the industry.

We also had a chat with Stijn Gimbrère the founder of Media Futures Market who shared his views on industry inefficiencies, the rise of AI-driven media buying, and why he believes independents are increasingly better placed to deliver smarter, more transparent results in a rapidly changing advertising landscape.

Other major news of the week

Cannes Lions will recognize Apple Senior Vice President of Services and Health Eddy Cue as its 2026 Entertainment Person of the Year, highlighting his role in expanding Apple’s influence across entertainment, storytelling and digital services.

Omdia report forecasts that Google, Amazon and Netflix will account for half of the global connected TV advertising market by 2030.

Bob Koigi is the editor-in-chief of Marketing Report.One

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