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.