Retail media is no longer a hypothetical future; it’s the takeover happening in plain sight. As brands turn their storefronts into ad networks, the rules of digital marketing are being rewritten in real time. The game now isn’t reach. It’s ownership.

For Alexander Guerra, Chief Revenue Officer at Shopinbaz, retail media is where AI, personalization, and platform strategy collide. And according to Guerra, the next wave of digital growth is already underway.

A democratized ad future: "Retail media is moving fast. The big players already have their platforms—now the question is how everyone else keeps up." That gap is starting to close. "We're already seeing some providers giving smaller brands access to compete with the big players," Guerra says. AI-powered tools are leveling the field, arming smaller teams with capabilities once limited to enterprise giants. "A lot of businesses are moving toward retail media, and quickly." The catalyst? More businesses are turning their owned platforms into full-blown media ecosystems.

Get personal: In retail media, relevance is the currency. "We identified that customers have different interests, needs, and solutions driving their decisions," Guerra says. The goal isn’t more content—it’s sharper targeting. "Identifying how to deliver the most personalized offer, communication, or experience for each customer" is the core of his strategy. That starts with data—first-party, lookalike, and third-party—structured into models that can actually move the needle.