Interviews, insight & analysis on the retail media sector

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Rebecca Sentance

Rebecca Sentance is the Editorial & Content Director at Bluestripe Group, working across New Digital Age and Retail Media Age, and the Editor of Retail Media Age. She has more than a decade of editorial experience in digital marketing journalism, writing on subjects such as retail and ecommerce, FMCG, emerging technology, digital transformation, search, and user experience for publications including Econsultancy, Marketing Week, ClickZ, Search Engine Watch, and What Users Do (UserZoom). She can be found on Twitter/X as @rainbowbex.
General

AA/WARC: Retail media is still on the up – but what comes next?

The industry is finding plenty to talk about this week with the release of the autumn budget and the latest figures from AA/WARC coming one after the other. Despite increasing talk of retail media’s ‘gangly teenager’ phase as the channel moves away from a pure growth story into something more nuanced, there is still a growth story to be found in the latest figures. RMA Editor Rebecca Sentance reflects on how this fits into the bigger picture for retail media.

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30 October 2026
Brands

How Carlsberg Group’s retail media strategy is meeting the moment

Retail Media Age spoke with Carlsberg’s Art Valkenburg and DoorDash’s Catalina Salazar in Copenhagen to learn about how Carlsberg’s retail media strategy is shifting away from channels towards occasions and moments; how it tailors its approach to shifting consumer behaviour and local markets; and how the business closes the measurement loop on its activities.

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28 October 2026
General

Editor’s View: A banner week for ad industry stats

It’s been a strong week for banner stats in the ad industry with the always eagerly-awaited release of the IPA’s Bellwether report for Q3 as well as a new report from Warc – ‘Global Ad Trends: The Cost of Being Seen’ – and a report from SMG in partnership with IAB and IAB UK, ‘The Commerce Media Connection Gap’. Here are some key findings of note.

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16 October 2026
In-store

How Coop Norge is building retail media around the store

Coop Norge is somewhat unusual in retail media in gearing its proposition primarily around in-store screens. Ahead of his appearance at CustomerX 2026, Skaarud sat down with Retail Media Age to explain his role and how Coop Norge came to build up its retail media proposition; as well as how it fits into the Norwegian grocery space and what challenges the team has encountered in getting advertiser buy-in.

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13 October 2026
Justin Tay, Richard Piper, Yara El Saadani, Mrunal Baghat and Lucy Leverton discuss full-funnel retail media at the RMA Lunch.
Brands

Bringing it all together: How experts from Harrods, WPP, Pearson, Epsilon and Webloyalty tackle the full retail media funnel

With touchpoints like offsite and in-store addressing more of the customer journey, new creative formats broadening retail media’s capabilities, and approaches to measurement that aim to join the dots between all of it, how can brands, agencies, and retail media networks alike take full advantage of these new capabilities? What are some of the challenges that might pose an obstacle to this? This was the question put before the panel at Retail Media Age’s second London lunch.

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28 September 2026
Industry Trends

Editor’s View: The standards will continue until measurement improves

Just a few weeks ago, I asked the question of whether standardisation can solve retail media’s fragmentation woes, off the back of reports and initiatives that set out to create standards in an industry many believe would benefit from being more joined up. This column feels like a spiritual Part Two to that piece. More steps have been taken in recent weeks by industry bodies to establish shared practices for retail media capabilities, which have appeared against a backdrop of commentary about the need for transparency and verification as retail media grows.

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25 September 2026
Customer Journey

Why attention is at the centre of Trainline’s commerce media proposition

How can retail media networks and advertisers know when an ad has truly resonated with consumers? To gauge how its in-app ads were landing with consumers, Trainline partnered with Lumen Research, a specialist in eye-tracking technology, to measure attention: which ads users were looking at, when, and for how long; as well as what they recalled afterwards.

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21 September 2026
Agencies

Agency Views: Ada Wachowska, Head of Retail Media at Assembly

Ada Wachowska is Head of Retail Media at global omnichannel media agency Assembly. In an interview with Retail Media Age, she explains how Assembly adapts its approach to retail media markets that may be at different stages of maturity, how brands are taking a wider view of the customer journey as retail media has become established, and why brands don’t have to choose between brand building and commercial delivery.

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15 September 2026
Customer Journey

The RMA Lunch: Food, friendly faces and full-funnel takeaways

From the top-quality hospitality at Osteria by Bocconcino, to the hard work of my colleagues at Bluestripe Group, to the expertise put forward by our panellists and also the enthusiasm and engagement from our guests: these were the factors that made RMA’s London Lunch on 10th September so memorable and enjoyable.

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14 September 2026