The new Retail Media Landscape

The German Federal Association of the Digital Economy (BVDW e.V.) has released its Retail Media Landscape 2025, providing a detailed overview of the most relevant players in Germany’s retail media ecosystem.

This year, CATAPULT is proud to be included once again in the Data Providers category and for the first time, FRONT ROW appears in the Agencies category.

CATAPULT is recognized for its advanced reporting solutions, enabling brands, agencies, and retailers to measure, analyze, and optimize retail media campaigns. FRONT ROW is featured as an ecommerce agency with dedicated retail media expertise, supporting clients in both building and managing their retail media strategies and executions.

A Growing and Evolving Retail Media Market

Since its first publication in 2024, the BVDW Retail Media Landscape has become a trusted reference for navigating the rapidly growing retail media industry in Germany. The 2025 edition introduces clearer provider categories and reflects major changes in the market over the past year.

According to Christian Essenbach (LAYA Group), Deputy Lab Lead of the Retail Media Ecosystem Overview at BVDW, the growing variety of providers highlights the increasing importance of retail media and the need for clarity in a rapidly diversifying market.

The BVDW highlights notable growth in 3 areas

Retailers: More industries are embracing retail media, from in-store digital signage to branded online storefronts.

AdTech Providers: Offsite retail media is gaining momentum, increasing demand for automated, data-driven solutions that connect onsite and offsite campaigns.

Agencies: Media and ecommerce agencies are expanding into retail media, with FRONT ROW joining this category in 2025.

Key Trends for the Future of Retail Media

According to the BVDW, two major developments will shape the future:

Integration of Technology Platforms

SSPs, DSPs, and other AdTech providers will consolidate retail media inventory across multiple retailers, creating scale, standardized targeting, and unified reporting.

Expansion of Offsite Retail Media

First-party retailer data will be essential for reaching audiences and measuring campaign results on external platforms such as social media, mobile apps, and partner websites.

CATAPULT and FRONT ROW’s Commitment

Being listed in the BVDW Retail Media Landscape 2025 reinforces CATAPULT’s position as a trusted partner for data excellence, actionable insights, and measurable results and marks FRONT ROW’s first recognition as an ecommerce agency with specialized retail media services.

Together, we deliver a combined offering that brings strategic ecommerce expertise and state-of-the-art reporting solutions into one package, helping brands and retailers get the most from their retail media investments.

Learn more about our joint offering here: Retail Media Solutions

About the author

Kristina Junge

Since 2010 she has been rooted in B2B and for more than five years has been part of FRONT ROW. As Director of Marketing and Business Development at CATAPULT, she leads the Marketing Unit and drives go-to-market initiatives, including strategic partnerships and business development.

About the author

Benjamin Weyrich

He is the Founder and Managing Director of CATAPULT. With around ten years of experience in ecommerce and business intelligence, he focuses on strategic consulting for global brands aiming to strengthen their market position both on and beyond Amazon. Through his deep expertise, he helps companies make data-driven decisions and scale their growth across digital channels.