Ebiquity vs Euvic

Retail Media Can Build Brands—Including Ways Other Media Can’t

This opinion column argues that retail media, often dismissed as performance-only, is a powerful brand-building channel. It challenges Mark Ritson's critique by citing research from Binet & Fields and Ebiquity that brand building should account for 55-60% of ad spend, while most budgets go to performance. The author claims retail media offers reach, mental availability, and higher ROI, citing Emarketer data showing its share across formats. P&G's off-site retail media investment reportedly doubled in a year. The piece advises shifting budgets from low-performing performance channels and black-box AI tools to retail media, emphasizing causal modeling over MMM to reveal its true value. It positions retail media as a complement to TV, not a threat.

• Emarketer data shows retail media constitutes 29% of search, 11% of programmatic display/video, 6% of social, 16% of CTV, and 15% of DOOH ad spend.
• Sensor Tower data indicates Procter & Gamble's off-site retail media investment more than doubled in the past year.
• According to the article, 70% of marketers say their marketing mix models do not account for retail media.

Euvic expands target market to include Netherlands

Netherlands added to the list of countries on the Euvic website footer and country selector.

Euvic secures financing from 3TS Capital Partners to support growth and further acquisitions of its subsidiary – Euvic Ukraine

Euvic Ukraine is entering a new phase of growth after securing €4 million in financing from 3TS Capital Partners. The investment will support further acquisitions, the integration of portfolio companies, and continued expansion in international markets.