Retail Media
Turning E-commerce Boom into an Advertising Growth Engine
The rapid growth of e-commerce is fundamentally shifting Retail Media from a simple add-on channel to a primary gateway for retailer first-party data. Driven by rich transactional ecosystems like MMD's, the industry is moving past traditional demographic targeting (like age or location) to focus on real purchase behavior and intent.
WHAT IS IT ALL ABOUT?
Is Retail Media just another media channel, or a radical gateway to retailer first-party data? Driven by rich transactional ecosystems like MMD's (Media Marketing Delhaize), the industry is experiencing a fundamental shift: we are no longer just buying demographic profiles (like "25+"), but targeting consumers with clear purchase intent. This transition from demographic profile logic to real behavior logic completely rewrites how media agencies structure briefs, build campaign strategies, and execute plans.
Having access to this first-party data is step one: converting it into marketing performance is the real challenge. Beyond raw data collection, this session explores how to translate transactional insights into full-funnel activation to cover the entire marketing spectrum. From brand building to generating measurable, incremental sales, we will discuss what agencies and advertisers truly expect and how far Retail Media can take us.
By combining the perspectives of a brand, a media agency, and a retailer, this session offers concrete insights into how Retail Media is redefining targeting, planning, and activation across the industry.
🎤OUR SPEAKERS
David Debie, Director Commerce Media, WPP
Bringing the media agency perspective on how retail media reshapes planning, from audience-led briefs to behaviour-led ones.
Olivier Degrez, Director Retail Media, MMD (Media Marketing Delhaize)
Bringing the retailer perspective on turning transactional data, from programs like SuperPlus, into precise, behaviour-based audience segments.
Grégoire Le Hardy, Head of Marketing Nestlé Benelux
Bringing the FMCG advertiser's perspective on what brands actually seek from Retail Media investment: visibility, incremental sales, or direct access to qualified, ready-to-buy audiences.
💬WHY ATTEND?
An inspiring evening in the prestigious setting of TheMerode Club with key industry leaders who will share practical insights and real-world experiences on how Retail Media is redefining targeting, planning and activation. And a truly interactive debate moderated by Luigi Sementilli. The evening will continue with drinks and networking in the elegant setting of the club.
PRACTICAL INFORMATION:
📅 Date & Time
October 27, 6:00 PM – 9:00 PM
📍 Location
TheMerode, Place Poelaert 6, 1000 Brussels
🅿 Parking
Sablon-Poelaert
🚇 Public Transport
Metro lines 2 & 6 | Tram 8, 92, 93, 97 | Bus 33
💶 Price
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€85 excl. VAT for MM members
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€149 excl. VAT for non-members
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€325 excl. VAT for MM members - bundle of 5 tickets (1 year validity), contact selim@mm.be
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€550 excl. VAT for MM members - bundle of 10 tickets (1 year validity), contact selim@mm.be
📞 Contact
Sélim Hamzaoui – selim@mm.be