Retail media is the fastest-growing media spend channel, upending the established media hierarchy. Retail media is fast gaining pace in continental Europe, with the addressable market estimated to approach €5 billion by 2026. As a result, Carrefour Group and Publicis Groupe have formed a partnership to serve the burgeoning retail media industry in Continental Europe and Latin America. This joint venture hopes to attract a large number of new shops, establish an unrivalled inventory network, and expedite the growth of retail media. Carrefour Group has struck an agreement with the advertising firm Publicis Groupe to develop retail media solutions and expand into new markets in continental Europe and Brazil. Subject to normal regulatory constraints and legal discussions, the joint venture is planned to begin operations in the first half of 2023.

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