Retail Media Summit 2025 in Warsaw, Poland
On October 28th, 2025, in Warsaw, we gathered industry leaders, AI pioneers, retail CEOs, media strategists, and innovators for a full day of bold ideas, practical strategies, and real-world impact.
How Retail Media Becomes an Insights Powerhouse with First-Party Data and AI?
This session explores how retailers are turning retail media networks into insights powerhouses powered by first-party data, AI, and intelligent agents. The discussion shows how retailer data can be activated to uncover shopper missions, drive growth opportunities, and inform brand strategy, with a live demo from Footprints AI demonstrating how first-party data is transformed into actionable retail media intelligence.
Colin Lewis – Retail Media Works
How First-Party Data Powers High-Performance Retail Media?
Colin Lewis explains how first-party data powers effective retail media. He breaks down what first-party data is, why it matters, and how retailers and brands can use it for precise targeting, actionable insights, accurate measurement, and accountable growth. This makes it the foundation of every high-performing retail media strategy.
Jason Wescott – Global Head of Commerce Solutions, WPP Media and Chair of IAB Europe
How do standards and certification enable sustainable retail media growth?
This session features Jason Wescott explaining why standards, unified measurement, and certification are essential for the sustainable growth of retail media. He outlines how IAB Europe is shaping shared frameworks across the industry and emphasizes why retailers and brands must adopt these frameworks to establish trust and transparency and achieve long-term commercial success in retail media.
Colin Lewis – Retail Media Works
How Brands and Retailers Can Unlock the Full Potential of Retail Media?
Recorded at the Retail Media Summit in Warsaw, Poland, this keynote address by Colin Lewis of Retail Media Works offers a clear plan for growth in the retail media sector. Drawing on global best practices, Lewis explains what retail media really is today, the mindset shifts that brands and retailers must adopt, and the practical steps needed to establish retail media as a core driver of modern marketing performance.
Agnieszka Bujnowska – Sales and Business Development Manager for Retail Media, Douglas
How Douglas Is Building a Leading Retail Media Destination for Beauty Brands?
In this session, Agnieszka Bujnowska discusses how Douglas is establishing itself as a premier retail media destination for beauty and lifestyle brands. She discusses Douglas’s omnichannel retail media strategy, the importance of shopper data and partnerships, and a real-world case study demonstrating measurable brand impact and results.
What It Really Takes to Build Scalable Retail Media Networks?
This expert panel explored how to build scalable retail media networks. Industry leaders discussed the strategic, organizational, and data foundations of sustainable retail media growth. Topics included first-party data activation, AI, in-store and digital alignment, and endemic versus non-endemic monetization. This session is a must-watch for retailers, brands, and agencies looking to transform retail media into a scalable, high-margin business model.
How Do Agencies Shape Retail Media Strategy, Measurement & Budgets?
This expert panel explores how agencies are shaping retail media strategy for brands. Panelists discuss the evolving role of agencies as connectors between retailers, brands, and data, covering measurement, incrementality, budget allocation, and the changes needed to scale retail media across channels effectively.
How Retail Media Can Win Bigger Marketing Budgets?
This FMCG panel, recorded at the Retail Media Summit in Poland, explores how retail media networks can win bigger marketing budgets. Senior industry leaders discuss what brands expect from retail media, the importance of first-party data and insights, and how retailers can shift budgets from trade marketing to core media investment, all the while building trust and transparency to form long-term partnerships.
What does 'next-level' retail media mean for retailers, brands and agencies?
At the Retail Media Summit in Warsaw, Poland, industry leaders discussed the scaling of retail media across in-store, online, and offsite channels. The panel explored operational readiness, technology, partnerships, measurement and monetisation, offering insights into how retailers, brands and agencies can activate omnichannel retail media networks and build scalable models that deliver a measurable impact.
Yuriy Bryvus – Product & MarTech Director, dentsu Polska
How to Optimise Retail Media Planning & Measurement Across Different Retail Networks?
Yuriy Bryvus shares his insights on the increasing complexity of retail media planning and measurement. He discusses how agencies can provide brands with clarity, consistency and improved performance, covering unified measurement models, tools and technologies that make retail media activation more efficient.
Jason Wescott – Global Head of Commerce Solutions, WPP Media and Chair of IAB Europe
Why Retail Media Needs Standards and Certification?
Jason Wescot explains why the retail media industry urgently needs unified standards and certification. He discusses the key areas that need to be standardised, such as measurement, terminology and data transparency. He also talks about how unified frameworks can improve collaboration between retailers, brands and agencies, and support sustainable growth.
Hannah Kmoch – Head of Revenue, OBI
How Can Retailers Build Scalable Retail Media Revenue?
Hannah Kmoch explains how retailers can build scalable retail media revenue. She also explains why successful retail media goes beyond ad inventory, highlighting the foundational elements and organisational changes needed to turn it into a sustainable revenue stream. She also explores how in-store, online and offsite channels can collaborate to provide consistent value for brands and shoppers alike, offering practical insights for retailers, brands and agencies shaping the future of retail media.
Shish Shridhar – Retail Global Lead, Microsoft
AI and Intelligent Agents are Redefining Retail Media Networks and Insights Ecosystems.
He explains how AI and intelligent agents are transforming retail media networks, and how collaboration between retailers, brands and research providers is evolving into a new ecosystem of insights. The discussion also provides practical advice on how to leverage first-party data and AI, regardless of a retailer’s level of data maturity or the resources available to them.
Colin Lewis – Retail media expert, Retail Media Works
Building Scalable Retail Media Ecosystems Through First-Party Data Activation.
Drawing on his experience in multiple international markets, Colin discusses the key mindset shifts required to transition retail media from an experimental phase to one of scale. He explains how retailers can transform first-party data from a passive asset into actionable insights that drive tangible business results, emphasising that data activation is more important than data collection alone. The conversation also explores what Poland can learn from more developed retail media markets, highlighting the best practices to adopt and the common pitfalls to avoid in order to build scalable retail media ecosystems that deliver long-term value for both brands and retailers.
Tomasz Szulkowski – COO, mspark (WPP Polska)
How are new measurement models and emerging technologies shaping the future of retail media?
In this session, he discusses how cutting-edge technology and start-up innovation are overcoming the biggest challenges in the retail media ecosystem. He explores the most promising models for measuring campaign effectiveness, shifting the focus from mere impressions to actual sales incrementality and closed-loop measurement. He also discusses how collaboration between established platforms and innovative MarTech solutions is driving the next wave of high-impact omnichannel retail ads that deliver measurable results at every stage of the customer journey.
Łukasz Sztuczyński – Senior Manager, Allegro and IAB Polska
The evolution and standardisation of the retail media market in Poland.
In this in-depth interview from the Retail Media Summit in Warsaw, Poland, Łukasz Sztuczyński discusses the rapid evolution of the Polish market compared to other European countries. He talks about the important work of IAB Polska in establishing industry standards, the move towards retail media activation and how Allegro is using first-party data to connect automation with strategic brand partnerships.
Adam Samorek – Transformation Lead, Asahi Europe & International
Which retail media capabilities will beverage manufacturers need to develop in the coming years?
In this interview, Adam discusses the potential benefits of data-driven marketing in collaboration with retail media for beverage retailers. The conversation also explores how alcohol brands can ethically and effectively use retail media within strict advertising regulations, as well as the digital and retail media capabilities that beverage manufacturers will need to develop over the next three years to remain competitive.
Agnieszka Bujnowska – Sales & Business Development Manager Retail Media, Douglas
What is the future potential for retail media in the beauty industry?
In this interview, Agnieszka discusses Douglas's approach to implementing retail media, the unique value of beauty shopper data and the most popular advertising formats and partnership models for beauty brands today. She also explores the growing importance of omnichannel retail media, which combines e-commerce, mobile apps and physical stores, and considers how brand expectations are evolving from a focus on performance to include brand-building use cases.
