Observed Signal · Oct 5, 2026 · Market Signal · Source: ZetaDisplay · Impact: 2/5
What DMEXCO 2026 tells us about the next phase of retail media
Retail media was everywhere at DMEXCO this year. That in itself is hardly surprising. What was more useful was hearing where retailers, technology providers and advertisers are focusing their attention now that the market is maturing. A lot of the conversations came back to the same practical issues: In-store was a particularly interesting part of
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From shiny objects to solid foundations: commerce media is growing up
Commerce media is growing up, as this year’s DMEXCO made clear. At one of Europe’s biggest digital marketing and technology events, there was less excitement about the next shiny object and far more interest in the foundations behind it that drive growth: strong infrastructure, smarter automation and shared standards.
Zetadisplay acquires Retailmediatools
The Swedish digital-signage provider Zetadisplay has acquired Berlin-based retail-media specialist Retailmediatools. Retailmediatools supports retailers such as Rossmann and Fressnapf in marketing and selling in-store advertising space. The acquisition expands Zetadisplay’s presence in retail media and in-store digital signage markets. The article was published by Lebensmittelzeitung on 2026-07-15.
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