Summary Anders Hjorth, an expert in retail media, discusses his journey into the Amazon and retail media space and the rise of Amazon ads. He defines retail media as advertising in commerce and highlights the differences between retail media in Europe and North America. Anders also explores the challenges of allocating budget and achieving consistency in data and reporting. He shares his excitement about the future of retail media, including the integration of video and CCTV and the ability to tell transmedia stories. Connect with Anders on LinkedIn for more insights into retail media: https://www.linkedin.com/in/ahjorth/ Takeaways Retail media is the integration of advertising and commerce.The rise of Amazon ads has transformed the digital marketing landscape.Retail media in Europe differs from North America due to market size and language barriers.Allocating budget and achieving consistency in data and reporting are major challenges in retail media.Exciting developments in retail media include the integration of video and CCTV and the ability to tell transmedia stories.