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 Consultancy

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.

Utilizing a retail media consultancy can dramatically enhance your advertising strategies and improve overall performance in the competitive market.

Partnering with a retail media consultancy allows retailers to leverage expert insights and innovative approaches for maximizing ad revenue.

Engaging a retail media consultancy can provide retailers with the expertise needed to navigate the complexities of this growing market.

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.

Why Choose a Retail Media Consultancy?

With the assistance of a retail media consultancy, businesses can navigate changes in consumer behavior effectively.

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.

Engaging a retail media consultancy equips retailers with strategic frameworks tailored to their unique needs.

3. True Domain Expertise

Investing in a retail media consultancy can lead to significant improvements in campaign effectiveness and ROI.

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.

A retail media consultancy provides actionable insights that drive better decision-making for retail campaigns.

4. The “Insurance” Dilemma

Retailers can achieve greater operational efficiencies through the specialized guidance of a retail media consultancy.

Working with a retail media consultancy allows for continuous optimization of advertising strategies based on market trends.

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.

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 in scaling retail media networks. Understanding these complexities is vital for success.

To successfully navigate this landscape, it is crucial that businesses develop a clear understanding of the strategies necessary for scaling retail media networks.

Strategies for Scaling Retail Media Networks

Finally, consider how your organization can leverage partnerships with technology providers to enhance your retail media capabilities. These collaborations can elevate your data analytics, streamline ad placements, and ultimately optimize consumer engagement, leading to a stronger market position.

Therefore, for businesses aiming to enhance their media strategies, the stakes are high, but the potential rewards are even greater. Embrace the challenge, invest in the right resources, and prioritize the needs of your customers to successfully navigate the future of retail media.

In the end, the objective of scaling retail media networks is not just to generate immediate revenue but to build a sustainable ecosystem that adds value to all stakeholders involved. The strategic integration of advertising, data analysis, and customer engagement will create a competitive edge that distinguishes your brand in the bustling marketplace.

As you embark on this journey, remember that collaboration and adaptability are essential. Engaging with partners who share your vision and values can amplify your impact in the retail media landscape. Together, you can push the boundaries of what is possible in retail, creating innovative solutions that meet the needs of today’s consumers.

For those who are hesitant about diving into retail media, consider the long-term benefits. Implementing even small changes can lead to significant improvements over time. Moreover, the insights gained from retail media efforts can inform broader business strategies, enhancing operational efficiencies and customer satisfaction across all channels.

In summary, the journey to scaling retail media networks requires strategic foresight, a willingness to embrace change, and a commitment to continuous improvement. By addressing the challenges and misconceptions outlined, retailers can better prepare for the dynamic future of retail media. This success will not only depend on technology but also on creating meaningful consumer connections that enhance brand loyalty and drive sales.

Ultimately, the key takeaway for retailers is the importance of aligning their retail media strategies with consumer expectations and technological advancements. By staying informed about industry trends and consumer behavior, businesses can position themselves as leaders in the retail media space. The potential to innovate and adapt will allow retailers to not only survive but thrive in the competitive landscape of retail media.

In addition to the strategies discussed, continuous optimization is crucial. Regularly reviewing performance metrics, gathering consumer feedback, and adjusting campaigns accordingly will ensure that your retail media efforts remain relevant and effective. Moreover, fostering collaboration between marketing, sales, and IT departments can help create a unified approach to retail media that maximizes resources and ingenuity. Investment in training programs to enhance the capabilities of staff can also prove beneficial in adapting to the evolving landscape.

In conclusion, mastering these strategies is essential for effective scaling retail media networks.

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.

kees.dejong@slategray-fly-633728.hostingersite.com

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

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

Understanding the retail media tech stack is crucial for success in today’s marketplace.

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 retail media tech stack or build it yourself? If you’re a retail leader, media pro, or ad tech enthusiast, let’s dive in.

Navigating the Retail Media Tech Stack

The retail media tech stack plays a vital role in shaping effective marketing strategies.

Understanding the retail media tech stack is essential for navigating these decisions effectively.

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?

Deciding on your retail media tech stack is essential for optimizing your operations.

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.

Choosing the right retail media tech stack can make or break your marketing efforts.

The evolution of the retail media tech stack is crucial for staying competitive.

Non-Media Solutions Explained

Leveraging your retail media tech stack effectively can drive significant growth.

“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.

Utilizing the full potential of your retail media tech stack is essential for maximizing ROI.

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

To navigate the retail media landscape, a robust retail media tech stack is necessary.

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.

For those looking to enhance their strategies, refining your retail media tech stack can lead to better outcomes.

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.

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

The recent decision by the Belgian Market Court to reaffirm that the IAB’s Transparency & Consent Framework (TCF) violates the GDPR may seem like a technical ruling, but its implications for the future of retail media are profound and long overdue. This ruling is particularly significant in the context of the IAB TCF ruling retail media. This context underlines the urgent need for reform in how retail media operates within the digital landscape.

Understanding the implications of the IAB TCF ruling is crucial for all stakeholders in the digital advertising ecosystem. This ruling not only highlights the failures of the previous consent framework but also paves the way for innovative practices that prioritize consumer rights. As we delve deeper into this issue, it becomes evident that clarity in data usage will foster trust among consumers, ultimately leading to better engagement and conversion rates.

The evolution of consumer expectations is a vital factor that businesses must consider. Today’s consumers are more aware of their data privacy rights than ever before. For instance, a recent survey indicated that over 70% of users are concerned about how their data is used by advertisers. This awareness creates a pressing need for businesses to adopt transparent practices. As we explore the impact of the IAB TCF ruling on retail media, it’s essential to emphasize that transparency and consumer trust are not just ethical considerations; they are business imperatives.

Consider the potential impact on advertising campaigns. Brands that prioritize transparency can create more authentic connections with their target audiences. For example, a retail brand that openly communicates its data usage practices can differentiate itself in a crowded marketplace. Furthermore, as privacy regulations tighten, companies that have already established trust with consumers will be better positioned to navigate these challenges and continue to thrive.

The future of advertising hinges on the IAB TCF ruling retail media and its implications.

With the IAB TCF ruling retail media, businesses must prioritize consumer privacy.

The analysis of the IAB TCF ruling retail media reveals the need for innovative solutions.

This clarity provides an opportunity for businesses to re-evaluate their advertising strategies. Retailers can leverage first-party data to create personalized shopping experiences that resonate with customers. For instance, by analyzing shopping behavior, retailers can send targeted promotions that align closely with individual preferences, leading to higher conversion rates and customer satisfaction.

Furthermore, the competitive advantage stemming from this ruling is profound. Retailers that embrace a privacy-forward approach can attract customers who value their data rights. This shift not only enhances brand loyalty but also creates a more sustainable business model. Retailers can build long-lasting relationships with customers, ensuring that their business thrives in a rapidly changing landscape.

Essentially, the IAB TCF ruling retail media necessitates a shift towards transparency in advertising.

The implications extend beyond just customer relationships. Retailers can also optimize their inventory and supply chain management by utilizing consented first-party data. This data can provide insights into purchasing patterns, enabling more efficient stocking strategies that minimize waste and enhance profitability.

Companies that embrace the IAB TCF ruling retail media will likely gain a competitive edge.

The effects of the IAB TCF ruling retail media can lead to more responsible data usage.

This legal framework highlights the importance of the IAB TCF ruling retail media in ensuring compliance.

Understanding the implications of the IAB TCF ruling retail media can help businesses adapt to new regulations.

Moreover, this ruling encourages retailers to invest in technology that supports data protection and privacy compliance. By integrating robust data management platforms, retailers can streamline their operations while ensuring that they adhere to regulatory standards. This proactive approach can significantly reduce the risk of costly fines and reputational damage associated with data breaches.

The IAB TCF ruling retail media is poised to reshape advertising strategies significantly.

From the start, the TCF was an uneasy compromise. Designed to create a standardised way for publishers and vendors to share user consent across a fragmented ad tech ecosystem, the framework never truly addressed the core intent of the GDPR: to empower individuals with transparent, meaningful control over their data.

The ruling confirms what many of us have known all along: you cannot bolt consent onto an opaque system and call it compliance. The TCF operates more like a legal fig leaf than a genuine mechanism of transparency. It’s not just about the IAB being declared a joint controller. It is about the entire RTB-based architecture being fundamentally misaligned with data protection law.

But there is a silver lining here, especially for retailers building or scaling retail media networks.

A Moment of Clarity and Competitive Advantage

This decision is not just a setback for legacy ad tech. It is a moment of clarity. The ruling shines a spotlight on the growing divide between privacy-invasive, programmatic advertising models and first-party, consent-led ecosystems.

Retailers are in a unique position:

• They have direct customer relationships
• They collect authenticated, consent-based first-party data
• They operate within logged-in, owned environments where value exchange is clear (e.g. loyalty programs, ecommerce)

The transition toward a consent-based ecosystem represents a shift from quantity to quality in advertising. Retailers can focus on engaging a smaller but more relevant audience rather than casting a wide net with less effective outreach methods. This shift can lead to more meaningful interactions that benefit both brands and consumers, as each engagement is grounded in genuine interest.

Ultimately, the IAB TCF ruling retail media serves as a catalyst for change in the advertising industry. By prioritizing transparency and user consent, retailers can build a more ethical and effective advertising environment. The path forward is clear: embracing these principles will not only enhance consumer trust but also drive long-term business success. As we move away from outdated practices, it’s time for the industry to lead with integrity, ensuring that the voices of consumers are respected and valued.

In other words, retail media networks are not just surviving this shift. They are made for it.

Why This Is Good for Retail Media

This legal precedent will accelerate the industry’s pivot away from leaky, third-party cookie-based advertising and toward more sustainable, privacy-aligned models. Here’s why that benefits retail media:

1. Trust as a Differentiator
   In an era where regulators and consumers demand transparency, retailers can credibly position themselves as privacy-first media platforms. That is a powerful brand and commercial advantage.
2. Better Data, Better Outcomes
   Retailers don’t rely on probabilistic data stitched together from third-party sources. Their signals are deterministic, consented, and tied to real transactions — the holy grail for advertisers.
3. Less Intermediation, More Value
   The collapse of TCF and the broader RTB model will lead to shorter value chains. That means more margin for retailers and more accountability for brands.
4. Futureproofing by Design
   Unlike the TCF, retail media ecosystems can be designed from the ground up to comply with data protection laws. This helps sidestep the reputational and legal risks that plague much of the open web.

The Impact of the IAB TCF Ruling on Retail Media

Time to Build the Right Thing

This is not just a legal judgment. It is a wake-up call. The industry must stop trying to retrofit outdated systems to meet modern privacy standards. It is time to build with integrity and with user trust at the core.

For retailers, the ruling is a tailwind. It reinforces the strategic logic behind investing in retail media and further validates the shift from mass reach to precise, permissioned relevance.

In conclusion, the IAB TCF ruling retail media marks a pivotal moment for the industry.

We don’t need more duct tape on broken frameworks. We need better blueprints. And retail media is leading the way.

The Significance of the IAB TCF Ruling Retail Media