Iceland rolls out video and auction-based buying in media network expansion

British supermarket Iceland is expanding its retail media network through a new partnership with Epsilon.

As part of the move, it is rolling out offsite media, onsite video formats, and a new auction-based buying model.

Iceland said that the move will add to the scale and maturity of its current retail media offering, giving advertisers the ability to bid in real time for both onsite and offsite placements, including video.

Offsite capabilities allow campaigns to extend across wider digital environments, including online video and display channels, while onsite video placements offer richer ways to connect with shoppers directly in the purchase journey.

The new features are announced within a year of the retailer’s partnership with GIG Retail, which set up its retail media network.

In May, Iceland unveiled plans to launch the platform to enable brands to advertise their products and services within the company's digital ecosystem.

The platform enables brands to monetise their existing data and digital offering whilst providing them with access to a targeted audience.

When it was first set up, Iceland rolled out onsite display ads and in-store digital screens.

Speaking about the move, Adam Smith, head of retail media, Iceland Foods: "It ultimately gives our brand partners more choice, more channels, and the ability to reach our customers in a smarter, more dynamic way. It also means we can now open up our media to more types and sizes of brand advertisers. Today’s announcement is our latest commitment to providing a retail media platform that works for all brands and delivers value back to our shoppers.”



Share Story:

Recent Stories


The future-ready CFO: Driving strategic growth and innovation
This National Technology News webinar sponsored by Sage will explore how CFOs can leverage their unique blend of financial acumen, technological savvy, and strategic mindset to foster cross-functional collaboration and shape overall company direction. Attendees will gain insights into breaking down operational silos, aligning goals across departments like IT, operations, HR, and marketing, and utilising technology to enable real-time data sharing and visibility.

The corporate roadmap to payment excellence: Keeping pace with emerging trends to maximise growth opportunities
In today's rapidly evolving finance and accounting landscape, one of the biggest challenges organisations face is attracting and retaining top talent. As automation and AI revolutionise the profession, finance teams require new skillsets centred on analysis, collaboration, and strategic thinking to drive sustainable competitive advantage.