On the way to Retail Media 3.0: Auchan – seven years pioneering the Romanian retail advertising industry

Retail media has entered 2025 with groundbreaking innovations and growth prospects far beyond what was expected in previous years. The digitization of advertising is accelerating and new channels like retail media are being adopted much faster. On the Romanian market, Auchan is an “early adopter”, even more precisely, the “initiator”, being the retailer that had the first coordinated retail media initiatives since 2017. Tiberiu Dănețiu, Board Member and Director Corporate Affairs & Retail Media was in charge with all this initiatives and is directly involved in the preparation, development and standardization of the Romanian retail media market, contributing to the consolidation of Auchan’s leadership in this innovative sector, which offers brands highly targeted, measurable and effective advertising solutions with direct impact on sales.

What is the main vision behind Auchan Retail’s retail media and omnichannel initiatives, and how does it alig...