The InterContinental Athénée Palace in Bucharest transformed into the epicenter of retail media innovation last Wednesday, as over 300 industry leaders gathered for the first-ever Retail Media Summit in CEE. The historic venue buzzed with anticipation as retail executives, brand leaders, and media experts from across Europe, Australia, and the US converged to chart the future of this rapidly evolving industry. Organized by Footprints AI, the summit proved to be more than just another conference —it was a decisive moment that highlighted how retail media is reshaping the future of commerce.

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Setting the Stage: A New Era in Retail Media

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The morning began with a powerful welcome address from Dan Marc, CEO of Footprints AI, who immediately set the tone for the transformative day ahead with a touch of humor. "My prompter reads 'Retail media is the new gold rush,' but I think 'Retail Media is the new Bitcoin' would be more fitting," Marc quipped, drawing knowing laughs from the audience. He went on to reference the famous Bitcoin pizza story, lightening the mood while making a serious point about recognizing value early. With the ice broken, Marc shifted to the core message: "Big ideas only win through great execution," he declared, emphasizing the practical approach that would characterize the summit. His opening remarks positioned retail media not just as a trend, but as "one of the most powerful forces in global commerce." Marc went on to highlight how "retailers are no longer just selling products—they're selling audiences," a fundamental shift that would become a recurring theme throughout the day. The CEO's vision for retail media extended beyond traditional boundaries, suggesting that those who embrace this transformation "will dominate the next decade of commerce."

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Key Takeaways from the Opening Address:

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• Execution is crucial for success in retail media

‍• Retailers must transition from product-centric to audience-centric thinking

‍• The industry is at a pivotal moment of transformation

‍• Leadership in retail media requires both vision and practical implementation

‍• Early movers in retail media, like early Bitcoin adopters, will see exponential returns

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The Evolution of Retail Media: From Digital Endcaps to AI-Powered Future

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Andrew Lipsman's keynote presentation provided a comprehensive overview of retail media's evolution, backed by compelling data and personal insights. "Remember 2012?" he began, sharing how his first encounter with retail media came through observing digital ads for CPG brands on Amazon and Walmart. "These companies must be making a fortune off these ads. This has to be the most valuable advertising real estate that exists in all of digital advertising."

Lipsman's data-driven presentation revealed a striking trajectory: "Retail media is destined to be the biggest wave in digital advertising. Search took 19 years to reach $50 billion in sales, social took 13 years, but retail media will do it in just 8 years." He emphasized that this growth isn't just about redistributing existing budgets—it represents net new advertising spend, driven by retail media's superior attribution capabilities and proven incrementality.

The presentation delved deeper into the mechanics of this growth: "The convergence of media, advertising, and commerce creates exponential returns," Lipsman explained. He introduced the concept of the retail media flywheel, referencing Jeff Bezos's observation that "winning a Golden Globe helps Amazon sell more shoes." Particularly noteworthy was his analysis of the future: "The future of retail media is in search, as brands are prioritizing their next retail media dollar into on-site search." He projected that "tens of billions of dollars" would move into retail media search, representing a massive opportunity for the industry.

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Key Takeaways from Lipsman's Keynote:

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‍• Retail media is growing faster than both search and social advertising

‍• The industry will reach $50 billion in just 8 years

‍• Retail media search represents a massive untapped opportunity

‍• Success requires building a comprehensive retail media flywheel

‍• Integration of commerce and content drives exponential returns

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The summit's first case study featured Gaëtan Pacton, CEO of Profi Romania, and Cătălin Pavel, CDO, in a session moderated by Dan Marc. Their presentation revealed how a traditional retailer transformed into a sophisticated media powerhouse, offering valuable insights for others on the same journey. "Trust became our currency," Pavel explained, detailing their methodical approach to building customer relationships. "We had to move beyond thinking about retail as just selling products. We realized we were selling experiences based on data." This fundamental shift in mindset proved crucial to their success.

Pacton elaborated on the challenges they faced: "The biggest hurdle wasn't technical—it was conceptual. We had to help our team understand that retail experience is based on data traffic." He described how they created a system to understand the market, establish a baseline of customer trust, and expand their understanding of the landscape.

The presentation detailed their step-by-step approach to monetizing offline data and building an internal digital media concept. "When we understood that trust is the key to data, everything changed," Pavel noted. "It wasn't just about collecting data—it was about creating value from it."

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Key Takeaways from Profi's Transformation:

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‍• Customer trust is fundamental to successful data monetization

‍• The shift from product-centric to experience-centric thinking is crucial

‍• Understanding data traffic is key to retail media success

‍• Internal mindset transformation must precede technical implementation

‍• Building value from data requires a systematic approach

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Innovation in Action: Heineken's Data-Driven Success

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Cristian Costache, Head of Digital Media at Dentsu Romania, delivered an insightful presentation on Heineken's Champions League campaign, demonstrating the practical application of retail media principles. The case study offered a detailed look at how brands can leverage retail media to achieve specific business objectives.

"Retail media proved to be a key factor in helping Heineken innovate and learn how shoppers behave," Costache explained. He detailed how they used data to optimize communication, specifically targeting beer buyers to reduce wasted impressions. "By focusing on specific segments and using retail media as the last step in the conversion funnel, we were able to create a more efficient campaign."

The presentation revealed how they integrated various touchpoints: "We took previous learnings and added details like in-store communication, radio, and website/app engagement. Retail media became our new data source for defining audiences both online and offline."

Costache emphasized the importance of real-time tracking: "The ability to monitor sales in specific stores gave us unprecedented insights into campaign effectiveness. This showed us that retail media is a complex environment that requires people to translate and adapt to each brand."

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Key Takeaways from the Heineken Case Study:

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‍• Retail media enables precise audience targeting and reduced waste

‍• Real-time sales tracking provides immediate campaign feedback

‍• Integration of multiple channels enhances campaign effectiveness

‍• Data-driven segmentation improves targeting accuracy

‍• Retail media requires specialized expertise for each brand

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The Gold Rush of 2025: Colin Lewis's Vision for Retail Media

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Colin Lewis's session on "Retail's New Gold Rush" proved to be one of the summit's most comprehensive and thought-provoking presentations. "Attention is the scarcest resource of the 21st century," Lewis declared, before launching into a detailed analysis of how retail media must evolve to capture and maintain consumer attention.

Lewis's critique of current practices was both incisive and constructive: "Everywhere I look, I see gray content from smart publishers or retailers. They're searched by programmatic banners," he observed. "Dull ads are simply less effective. The word creativity is a proxy for the word effectiveness."

His presentation challenged conventional wisdom about retail media execution: "Don't confuse presence with impact. Retail media requires its own grammar, its own language." He argued forcefully against the common practice of repurposing traditional advertising formats for retail media channels.

Lewis emphasized the importance of context: "The reality is we as individuals are seeing the world through this," he said, holding up his smartphone. "Spend a lot of time thinking through the ramifications of that fact. We're in the business of creating effective which is around creative ideas."

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He outlined a vision for the future where retail media transcends traditional boundaries: "The future of media is where commerce and content collide. If you're not thinking about in-store digital as part of your media mix, you're already behind."

The presentation concluded with a powerful call to action: "If you want to rise above the rest... break through all the clutter and connect with consumers... you have to aim fundamentally higher in the value you deliver."

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Key Takeaways from Colin Lewis's Presentation:

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‍• Attention is the new currency

‍• Creativity and effectiveness are inseparable

‍• Retail media requires its own unique creative approach

‍• Context is crucial for success

‍• Value delivery must exceed traditional advertising standards

‍• Integration of commerce and content is essential

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Cross-Channel Synergies: Breaking Down Silos

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The afternoon's panel discussion brought together an impressive array of industry leaders, each bringing unique perspectives on how retail media complements and enhances other advertising channels. The panel included Roger Dunn from RETHINK Retail, Laura Badea from GroupM, Ștefan Chirițescu, Silviu Caciur from Publicis Groupe Romania, and Alina Iova from Sense8, with Dan Petre moderating.

Laura Badea, Global Commerce Partner at GroupM, emphasized the importance of integration: "Retail media connects commerce, consumer action, and media impressions, acting as a bridge between the offline and online worlds." She explained how retail media's owned and operated assets—websites, apps, in-store locations, and data—create unique opportunities for brands.

Ștefan Chirițescu built on this point: "The magic happens at the intersection where digital meets physical, where data meets creativity." He stressed that retail media shouldn't be viewed in isolation but as part of a comprehensive marketing strategy that enhances existing channels.

Silviu Caciur brought a technical perspective: "The challenge isn't just technological—it's organizational. Success in retail media requires breaking down silos between commercial and marketing teams." He detailed how cross-functional collaboration is essential for maximizing retail media's potential.

Roger Dunn shared insights on measurement: "What makes retail media unique is its ability to connect impressions directly to sales outcomes. This closed-loop measurement capability is transforming how we think about advertising effectiveness."

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Key Takeaways from the Cross-Channel Panel:

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‍• Integration between online and offline channels is crucial

‍• Organizational alignment matters as much as technical capability

‍• Closed-loop measurement provides unique advantages

‍• Success requires breaking down departmental silos

‍• Retail media enhances rather than replaces existing channels

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Remarkable Retail: Steve Dennis's Vision for the Future

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Steve Dennis's fireside chat, moderated by Dan Petre, delivered some of the summit's most quotable and actionable insights. The author of "Remarkable Retail" challenged conventional wisdom about retail transformation with a blend of strategic thinking and practical advice.

"Just because you know a trend doesn't mean you do anything about it," Dennis began, immediately addressing the gap between awareness and action that plagues many retailers. "The real question is what are you going to do with this information?" This emphasis on action over awareness would become a recurring theme throughout his session.

Dennis's analysis of retail polarization particularly resonated with the audience: "There was a ton of growth among value and convenience-oriented retailers...there was also...growth more at the high end...the problems were...in what I call the unremarkable middle." He explained that retailers must make a clear strategic choice: "You either haveto go more strongly to the value side...or you need to go in the other direction."

Challenging common narratives about physical retail's decline, Dennis noted, "Physical retail sales have increased in just about every major market." However, he quickly added a crucial caveat: "If you have a physical store that doesn't add value then there's no reason for its existence."

The concept of being "remarkable" formed the cornerstone of his presentation: "Remarkable is something literally you talk about." He emphasized that standing out requires more than incremental improvements: "You have to aim fundamentally higher in the value you deliver."

Perhaps his most powerful statement addressed the pace of change: "The slow and steady approach just doesn't work." He concluded with a thought-provoking observation about risk: "In a world that's changing very quickly, failure to take risk is actually the riskiest thing you can do."

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Key Takeaways from Steve Dennis's Session:

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‍• Knowledge without action is worthless

‍• The "unremarkable middle" is increasingly unsustainable

‍• Physical retail remains viable but must deliver clear value

‍• Being "remarkable" requires exceeding customer expectations

‍• Risk avoidance has become the riskiest strategy

‍• Transformation requires bold, decisive action

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The AI Revolution: Three Perspectives on Retail's Future

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The summit's final panel brought together three visionary leaders in AI and retail technology, offering complementary perspectives on how AI is reshaping retail media's future.

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ShiSh Shridhar's Vision for AI-Powered Retail

ShiSh Shridhar, Retail Global Lead at Microsoft, began by emphasizing data's fundamental role: "The biggest difference is the access to data. I consider data to be the fuel that drives AI. And the more data you have, the more accurate the AI is."

What about "agentic AI"? "What's getting popular now is... agentic AI. You build agents using NLP using natural language, you use prompts, and you define what the agent does and the agent gets created, there's no programming."

Shridhar painted a picture of the future where AI transforms every aspect of retail: "Any workflow, any process that you have today... any process could be automated." He introduced the concept of "A2A retail media," explaining how "agent to agent retail media is the collaboration between the demand side and the supply side and you have agents on either side."

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Irina Raicu's Perspective on AI and Creativity

Irina Raicu, CEO of AIVERGENT and AI Advisor at Microsoft, focused on AI's role in personalization: "I feel now the switch is more and more on the hyper-personalization to engage more and more consumers." She shared practical examples from her own experience: "I did an experiment last year... I created a fine-tuned AI system for my artworks to help me generate easily based with my voice, my artworks and video."

Raicu addressed concerns about AI's impact on jobs: "We need two distinctive skills... the jobs will change, I don't think they will stay the same... it will change in a positive direction in the sense that it augments the creatives."

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Ana Burică's Practical Approach to AI Implementation

Ana Burică, Director of Business Growth and Strategy at Infobip, brought a pragmatic perspective: "The magic happens when we are able to determine the right balance between what type of AI we implement between in that kind of relationship between a brand and a consumer and what gives the most impact."

She emphasized the importance of conversational AI: "Conversational AI... is enabling two-way dynamic real-time natural genuine conversation between a brand and a consumer." Burică also addressed implementation challenges: "I think organizations are struggling with this because they are weighing in two old directions like I want to implement AI and you need to start by thinking about your use cases."

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Key Takeaways from the AI Panel:

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‍• Data quality and quantity are crucial for AI success

‍• Agentic AI represents the next frontier in retail media

‍• AI will augment rather than replace human creativity

‍• Implementation s•hould start with clear use cases

‍• Conversational AI enables genuine customer relationships

‍• Balance is key in AI implementation

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The Path Ahead: Synthesizing the Summit's Insights

As the formal sessions concluded, the summit's impact was evident in the animated discussions that continued through the networking session and VIP lounge. The event demonstrated that retail media isn't just evolving—it's undergoing a fundamental transformation, driven by AI, data, and creative innovation.

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Emerging Themes and Trends

Several key themes emerged across the day's sessions:

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1. The Speed of Change

‍• Retail media is growing faster than any previous digital advertising channel

‍• Traditional approaches to transformation are no longer sufficient

‍• Organizations must embrace rapid, decisive change

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2. The Role of Data and AI

‍• Data quality and accessibility drive AI effectiveness

‍• Agentic AI represents the next frontier

‍• Balance between automation and human creativity is crucial

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3. The Importance of Creativity

‍• Standard advertising approaches don't work in retail media

‍• Creative effectiveness requires new frameworks

‍• Context and relevance are paramount

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4. The Integration Imperative

‍• Success requires breaking down organizational silos

‍• Cross-channel synergies drive better results

‍• Physical and digital must work together seamlessly

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Footprints AI's Leadership Role

The summit, organized by Footprints AI, wasn't just another industry event—it was a clear demonstration of the company's pioneering role in shaping retail media's future. As the various speakers and case studies highlighted throughout the day, Footprints AI is charting new territories in how retailers and brands approach media monetization and

customer engagement.

At the heart of Footprints AI's innovation is its groundbreaking Digital Twin technology— a real-time, AI-powered profile of each shopper that combines online and in-store behaviors. This sophisticated system moves beyond traditional customer insights by using behavioral data to power profiling, predict future actions, and personalize advertising for each individual. For brands and retailers, this means unprecedented ability to understand, predict, and influence customer behavior across all retail channels.

The results speak for themselves: partners working with Footprints AI are achieving up to 16X ROAS improvement in as little as 15 days—a transformation rate that sets new industry standards.

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Looking Forward

As Summit Master of Ceremony Dan Petre noted in his closing remarks, "What we've witnessed today is just the beginning of retail media's transformative journey." The summit proved that retail media isn't just the future of advertising—it's the present, and those who embrace it with creativity, innovation, and strategic insight will lead the next wave of retail & media transformation.

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Final Thoughts: A Call to Action

The inaugural Retail Media Summit set a new standard for industry discourse and practical insight. As the retail media landscape continues to evolve, several imperatives emerge for industry leaders:

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1. Embrace data-driven decision making while maintaining creative excellence

2. Invest in AI capabilities while ensuring human oversight and creativity

3. Break down organizational silos to enable true cross-channel integration

4. Focus on delivering remarkable experiences that drive word-of-mouth

5. Act decisively while maintaining strategic clarity

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The Retail Media Summit will return in 2026, building on the groundbreaking insights and connections forged at this inaugural event. Stay connected with Footprints AI for updates on future events and continuing innovations in retail media.

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