Author: Gerald Estipona

Tech Stack Puzzle

By Kees de Jong
Principal Consultant : AdTech / Media / Retail Media / Talent

Retail Media: In-Housing, Outsourcing, and the Tech Stack puzzle.

The retail media world is booming, and retailers are sitting on a data goldmine! But how do you make the most of it? Two big questions keep popping up: Should you build your retail media operations in-house or outsource? And should you buy your tech or build it yourself? If you’re a retail leader, media pro, or ad tech enthusiast, let’s dive in.

Retail Media’s Wild Ride (and the Challenges)

Retail media has exploded! Dentsu’s 2025 Retail Media Industry Report says it went from an $18.8B business to a massive $54.9B in just four years. More players want in, with Retail Media Networks (RMNs) jumping from 28 in 2020 to 94 today.

But here’s the catch: a lot of focus is on basic ad formats, not the really valuable stuff like data and consumer insights. This might not last, and Dentsu predicts some RMNs will merge or close. The winners will be those who give brands real value and watch their costs.

In-House or Outsource?

Retailers need to decide how to run their retail media. Many think a big consulting firm is the safe bet, but there’s another way.

Why Specialists Often Shine

For building or growing a retail media business, specialist consultants often bring something special:

  • Deep Expertise: Retail media is complex. Specialists “live and breathe” data, ad tech, and brand partnerships. They get the details big firms might miss.
  • Agility and Fresh Ideas: You need to set up new processes and find new ways to make money. Specialist consultants are often more agile and bring a fresh perspective.
  • Focus and ROI: Big firms can have big overheads, which isn’t always great for new retail media ventures. Specialists focus on what drives growth, so you get better value.
  • The “Build, Operate, Transfer” Option: Specialists can help you get set up and then hand over the reins when you’re ready to run things in-house.

Buy or Build? The Tech Question

The tech you use is key. Retailers can buy a solution or build it themselves. Building takes a lot of effort, and keeping it up-to-date can be tough with the industry changing so fast.

Dentsu’s report notes that RMNs are moving beyond just media, with 45% of RMNs getting over 40% of their revenue from “non-media solutions”. RMNs are becoming more like “retail audience connectors”. These non-media solutions often boost revenue and profits.

Non-Media Solutions Explained

“Non-media solutions” are the products and services RMNs offer beyond traditional ad placements. They’re about helping brands understand and connect with shoppers, often through valuable first-party data.

For example, imagine a grocery chain with a retail media network.

  • Traditional Media Solution: Selling sponsored product ads on its website.
  • Non-Media Solution: Offering brands a dashboard with insights into the shopping behavior of customers who bought their products, showing what else they buy, purchase frequency, campaign effectiveness, etc.

This data helps brands refine their strategies and improve customer engagement.

Finding the Right Path

Retailers getting into retail media need a solid plan and strategy. Starting with specialist consultants can give you the expertise and flexibility you need. A “Build, Operate, Transfer” model can help you move to in-house operations later.

For tech, unless you’re a really big retailer, buying a customisable solution is usually smarter. Building your own can be costly and hard to maintain as the landscape keeps  changing at a relentless pace.

The Bottom Line

Retail media has huge potential, but you need to make smart choices about in-housing, outsourcing, and tech. By considering specialist consultants and being strategic about tech, retailers can navigate this changing world and make the most of their retail media.

Let’s Chat!

If you’re thinking about retail media and want to talk through these decisions, I’d love to connect and see how we can help.

Navigating Retail Media Success

June 7, 2024 by Kees de Jong
Principal Consultant : AdTech / Media / Retail Media / Talent

Introduction: As retailers and brands increasingly look to monetize their wealth of transactional and behavioural data, retail media presents an attractive yet complex opportunity. However, venturing into this domain is not without its challenges. With my experience consulting on retail media I’ve observed firsthand the pitfalls of underestimation and the rewards of strategic excellence.

Understanding the Terrain: Retail media isn’t just about leveraging data; it’s about transforming traditional retail operations into dynamic platforms that cater to both consumers and advertisers. Yet, many retailers and media personnel dive in without fully grasping the scope of what they don’t know. Retailers often misjudge the effort required to generate significant revenue and underestimate the impact on their existing business models. Conversely, media professionals can mistakenly treat retail media as they would any traditional media venture, ignoring the unique challenges it presents.

Common Misconceptions and Realities: The allure of retail media often leads to two critical misconceptions:

  1. Overestimated Revenue: Retailers might expect immediate, high returns without recognizing the required time and resources necessary to cultivate a viable media platform.
  2. Underestimated Business Impact: On the flip side, the potential disruptive impact on traditional revenue streams or operations could be overlooked, leading to strategic misalignments. For media personnel, equating retail media with conventional advertising ignores the specialized nature of retail data and consumer relationships.

Top Challenges in Retail Media Ventures: Navigating retail media successfully requires overcoming several key challenges:

  1. Understanding the Challenge: Fully grasping the depth and breadth of what a foray into retail media entails is crucial.
  2. Change Management: Effectively managing the coexistence of traditional retail models and “new” media platforms.
  3. Skill Acquisition: Accessing the right skills and expertise to execute a sophisticated retail media launch is often a hurdle for traditional retailers.

Strategic Advice and Execution: Without revealing confidential details, I’ve seen organizations transform their approach to retail media with the right guidance. The key lies in not just adopting new technologies but integrating them thoughtfully with clear strategic objectives. This integration requires detailed planning, addressing questions from what and how to sell (be it sponsored products, display ads, or programmatic solutions) to whom and with what budget (considering trade marketing vs. media budgets).

Future Outlook and Preparation: The landscape of retail media will continue to evolve, characterized by both innovation and error. Companies often falter by rushing into tech investments spurred by persuasive sales pitches without a thorough understanding of their actual needs. To avoid such costly mistakes, companies should adopt a horizon-focused strategy, anticipating future needs and potential industry shifts.

Why should you care? : Retail media offers a lucrative avenue for retailers to leverage their direct consumer relationships, but it demands more than a plug-and-play approach. It requires a deep understanding of both media dynamics and retail operations. As we navigate this complex terrain, specialist advice tailored to the unique needs of retail media becomes indispensable.

Invitation: If you’re exploring retail or commerce media, connecting for a detailed discussion can pave the way for informed decisions and strategic success.

Connect with me to continue this conversation and explore how your business can not only adapt but excel in the evolving world of retail media.

[email protected]

Why Retailers Need Specialist Consultants for Retail Media

March 14 , 2025 by Kees de Jong
Principal Consultant : AdTech / Media / Retail Media / Talent

Why Retailers Should Consider Specialist Consultants Over Traditional Management Consultancy Firms for Retail Media

Retail media is one of the most significant new revenue opportunities for retailers, yet many find themselves at a crossroads when deciding how to develop a robust strategy. Common wisdom suggests bringing in a large, traditional management consultancy firm because of their brand recognition and perceived “safety.” But the reality is that “what got you here, won’t get you there.” If you’re a retailer looking to build or scale a retail media business, specialist consultants—with deep domain expertise and a more agile, entrepreneurial approach—often deliver the tailored value you need.

1. You Don’t Know What You Don’t Know

Traditional consultancies can bring a wealth of knowledge across various verticals. But given how fast-moving and specialized retail media is, even reputable large firms may not grasp the critical nuances of data monetization, ad tech stacks, or the intricacies of partnering with brands. Remember: “you don’t know what you don’t know.” In a market that changes daily with new platforms, tech integrations, and consumer behaviors, it’s vital to have experts who live and breathe retail media and digital advertising ecosystems.

2. The Need for Agility—and Fresh Thinking

Building a successful retail media strategy involves setting up new processes, teams, and revenue models from scratch—or radically innovating existing ones. Traditional consultancies can get bogged down by internal hierarchies, standard templates, and layers of management approval. Specialists, on the other hand, bring a nimble, entrepreneurial spirit that helps retailers test, iterate, and pivot quickly to outpace competitors. In retail media, an approach that worked for standard e-commerce expansions in the past may not cut it today. What got you here definitely won’t get you there.

3. True Domain Expertise

Retail media calls for specific capabilities: ad-tech selection, yield optimization, advertiser relationships, and data-driven monetization. Many specialist firms boast professionals who’ve walked the walk, helping retailers build and scale media businesses. Larger, more generalist firms—while experienced in broad strategy—risk providing frameworks that don’t address the finer points of establishing a lucrative retail media network.

4. The “Insurance” Dilemma

There is a common notion that hiring a big, well-known consultancy firm offers “insurance” or “security” in the eyes of your board or senior leadership. The executive advocating for both the consulting engagement and the retail media project may feel safer with a globally recognized brand on the cover of the proposal. This dynamic can overshadow the reality that the real risk is launching a retail media initiative without the depth of focus and specialized skill required. Sometimes, buying the brand name means you miss the opportunity to push boundaries and adopt the most effective strategies for this emerging space.

5. Better ROI and Focus

Traditional consultancies often come with high overhead costs and large teams, which may not align well with the iterative, test-and-learn phases crucial for launching a retail media venture. Boutique or specialist consultancies can typically zero in on the most critical growth levers, ensuring you get a more focused and cost-effective return on your consulting investment.

The Bottom Line

When it comes to building a retail media business, staying on the cutting edge matters. Specialists bring dedicated expertise, faster delivery cycles, and a willingness to challenge traditional thinking, rather than relying on the same old approaches. And while a high-profile firm may offer perceived safety from a governance or risk standpoint, the bigger danger is missing out on the right strategy altogether.

If you’re wrestling with the decision on which type of consultancy to bring on board, consider how quickly the retail media landscape is shifting—and how important it is to have a partner who truly understands its complexities. In a world where “you don’t know what you don’t know,” a specialized, forward-looking perspective can be the difference between simply launching a retail media network and building one that flourishes.