Contents
This report segments the Danish retail media market into four maturity states – Nascent, Emergent, Sophisticated and Connected – and examines what characterises and distinguishes each of them. Alongside the survey findings, the report draws on interviews with retailers sharing their firsthand approach to key areas of retail media. The following sections build that picture from multiple angles.
- The four maturity states: Nascent, Emergent, Sophisticated and Connected
- Investment plans and growth expectations by maturity state
- Audience products, targeting and the role of loyalty data
- Organisation and ownership of retail media
- Performance measurement
- Recommended priorities for each maturity state
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About the report
The State of Retail Media – a Danish perspective is published by Responsive in partnership with Dansk Annoncørforening. The findings are based on a survey of Danish retailers conducted in H2 2026.