波士顿咨询BCG：2025年美国以外地区零售媒体规模化发展六大关键问题研究报告（英文版）

The core retail media concept—when a retailer sells advertising placements on proprietary digital platforms or third-party websites using its first-party customer data for more precise targeting and stronger visibility of bottom-line impact—continues to gain momentum. Our recent survey of brands across Africa, Europe, the Middle East, and South America finds that nearly all brands (98%) grew their retail media spending, with 40% of brands increasing it by more than 20% annually during the pas