The World Cup is a big chance for retail media to prove itself to advertisers

▤ Summary

The World Cup is creating a major proving ground for retail media networks, agencies, and ad tech vendors. Retailers like Walmart, Sam’s Club, Home Depot, and Best Buy are using the tournament to run activations, content partnerships, and in-store campaigns that tie fan engagement to shopping behavior. Companies such as Grocery TV, Criteo, and Vistar Media are positioning retail media as a measurable full-funnel channel rather than just a lower-funnel tactic. The long tournament window gives brands and retailers more time to test campaigns, adapt creative in real time, and gather attribution data for future spend decisions.

▦ Linked Companies