Welcome to the age of AI-based shopping assistants, where artificial intelligence is no longer a passive respondent but an active participant in creating shopping experiences. A silent revolution is unfolding in commerce, redefining how we shop and how retail businesses operate. 

The time has come when an e-commerce retailer can profit from webshop visitors even if they don't buy anything—it's not magic, it's the gold mine of modern commerce: retail media. While others are lamenting current advertising prices, the most successful retailers are building an independent media business from their traffic and data. 

According to forecasts, $166 billion will flow into retail media worldwide in 2025. The fragmentation of the market, however, makes performance comparisons difficult across different channels. Let's see why transparency is becoming a crucial factor for success and what steps advertisers need to take now.