Retail media is having a moment.
It’s one of the fastest-growing areas in advertising, but with growth comes complexity.
Tech stacks get messy, reporting feels fragmented, and finding the right talent is never easy.
That’s why we’ve launched mediaNXT #Connect – a new series where we sit down with the people shaping the future of retail media.
For our very first episode, we’re joined by Roger Dunn – Global Retail Media Lead at Diageo, recently crowned Retail Media Leader of the Year, and a LinkedIn Top Voice. Roger knows this space inside out, and he’s not afraid to call it like it is.
Why Roger Dunn?
Few people have their finger on the pulse of retail media like Roger.
Roger has led transformation at a global brand, experienced the challenges first-hand, and built a clear vision for where the industry is headed. As a result, Roger’s perspective offers both practical advice and a glimpse of the future.
In our chat, Roger breaks down what’s driving momentum — and what everyone in the ecosystem needs to prepare for as we move toward 2030.
Big Takeaways From the Conversation
Data + Relevance + Performance = The Winning Formula
Ads only work if they improve the customer experience. For example, combining first-party data with the right timing and measurable results creates real impact.
Unmissable Momentum
Retail media is already a $190B opportunity. In fact, by 2030, 80% of it will be automated. The US is leading adoption at 90%, while APAC (60%) and UKI (30%) are catching up quickly.
Tech Is a Tapestry
Today, there are “50 shades” of point solutions. As a result, many retailers struggle with complexity. The winners will deploy a connected CRM, ad management (OMS), marketing, data, AI and buy-and sell-side platform.
Competitive Advantage = Consistency
Data, tech, and CX must work together. Therefore, the first step is to get data organized, then make smart tech decisions, and finally scale operations.
It’s Always About People
Tools matter – but talent wins. For instance, strategy and execution are what set high-performing teams apart from the rest.
2030 Vision
Expect automation, AI agents, and connected systems to reshape how retail media operates. As a result, retailers and advertisers will gain smarter insights and stronger outcomes for all sides of the marketplace.
What’s Next
Roger makes it clear: retail media isn’t just advertising done differently. He shows how it can be done better — data-first, sustainable, closed-loop, and delivering value for advertisers, consumers, and retailers alike.
Head over to our #MediaNxt LinkedIn page and follow the conversation using #mediaNXT #Connect to catch the full episode and future insights.
This is just the beginning of the mediaNXT #Connect journey. In the months ahead, we’ll bring more big thinkers, disruptors, and innovators into the conversation — exploring what’s next for this fast-moving industry.
