The future of e-commerce advertising is being built at the intersection of data, technology and customer experience. This was the focus of Aleksandar Petković, Head of Commercial Growth at WMG Product & Services, during this year’s ECS MeetUp, where he presented the evolution of Retail Media platforms and emerging digital monetisation models.
At the event, organised by the E-Commerce Association of Serbia and dedicated to new advertising channels, Petković discussed the potential of the Retail Media model, which is becoming one of the most significant growth drivers in the retail and e-commerce industries.
His presentation, “Retail Media by Design,” explored the development of omnichannel Retail Media systems that connect in-store, online, mobile app and off-site digital channels. Particular emphasis was placed on ad relevance, the use of first-party data and AI tools, and the accurate measurement of campaign effectiveness. The discussion also addressed the development of a sustainable advertising ecosystem, the integration of data and performance across different communication channels, and the establishment of clear brand-safety standards within Retail Media models.
“Retail Media is no longer just another form of digital advertising. Its true value lies in connecting retail data, media inventory and performance objectives within a system that follows the customer throughout the entire journey, from initial interest to purchase. At WMG Product & Services, we develop Retail Media solutions that enable brands and retailers to achieve more precise targeting, clearer performance measurement and a more relevant customer experience. We believe that this type of connected, omnichannel approach will become one of the key directions in the development of modern retail,” said Aleksandar Petković, Head of Commercial Growth at WMG Product & Services.
Through the development of AdTech and Retail Media solutions, WMG Product & Services is actively creating digital business models that connect technology, data and commercial growth, with the aim of improving monetisation, customer experience and digital business performance. By participating in the ECS MeetUp, the company once again reaffirmed its commitment to developing innovative solutions and playing an active role in shaping the future of the e-commerce market.