retail media council.

Retail media networks across Southeast Asia and India now operate across four distinct types, each delivering different data capabilities that marketers can match to campaign objectives. E-commerce marketplaces provide commerce data tracking online behaviors. Omnichannel retailers add in-store purchase signals. Superapps deliver deterministic behavioral data from mobility, payments, and food delivery. Specialist verticals in travel, property, and automotive offer high-value audience signals for consideration stage targeting.

Retail media measurement in Southeast Asia and India can connect the dots from first impression to final sale and beyond. Marketers can map complete funnels, set stage-specific KPIs, add third-party validation, and share data across platforms to see which upper-funnel investments drive lower-funnel results, where audiences overlap across platforms, and how trade and media budgets combine for growth.

Non-endemic brands are rapidly adopting retail media across Southeast Asia and India, drawn by the precision of first-party shopper data. Sectors from finance to government are proving that retail networks can deliver measurable outcomes and this signals retail media’s evolution into a strategy where every advertiser can achieve growth.

Retail media fragmentation costs brands measurable growth opportunities in Southeast Asia and India. Three proven strategies – aligning trade and media teams, extending digital capabilities into traditional trade, and understanding diverse partner systems – can break down silos and create connected campaigns delivering both commercial and brand outcomes.

Our Retail Media Council reveals full-funnel strategies for SEA and India’s digital consumers. Discover top, middle, and bottom funnel tactics reshaping retail media.