US vs EU Retail Media: The 5 Structural Barriers Reshaping In-Store Advertising

I wasn’t expecting a transatlantic debate when I published a piece about Sam's Club’s in-store retail media success. But what followed was a lively pushback from European retail media leaders who argued that in-store has been operating at scale in their markets for years. That sparked a much bigger question: Are US retail media networks behind in physical formats, or are these markets fundamentally different?This episode is a summary of my recent article for The Drum, in which I break down the critical structural and organizational differences between US and EU retail media operations. From regulation and budget flows, to ecommerce penetration and store density, I unpack why both sides are right, and why understanding these nuances matters if you want to build a smarter retail media strategy in 2026 and beyond.This episode is sponsored by Mirakl AdsTimeline[00:00] – The unexpected controversy after I published my piece on Sam’s Club’s in-store retail media performance.[01:08] – Why in-store represents just 3.3% of US retail media spend (excluding Amazon), and how that compares to Europe.[02:30] – The five hard structural barriers shaping US vs EU retail media.[02:54] – The impact of the Robinson-Patman Act on trade budgets vs retail media budgets in the US.[05:49] – How GDPR and stricter European privacy laws influence data monetization and offsite audience extension.[06:45] – Store density, geography, and why in-store screen economics look very different in Europe versus suburban America.Links & ResourcesMy full post on The Drum: Kiri Masters: The critical differences in US and EU retail media operations you need to understandDrew Cashmore's Retail Media Leapfrog Series: What Europe can Teach the World about Retail Media and Trade, Shopper, Brand. All One Big Bucket of MoneyRead my related articles:Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did ItThree Companies Monetizing Moments That Most Retailers IgnoreWhy OpenAI's Ad Network Should Concern RMNsAtlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn