E-commerce marketing · Industry brief

Advertisers want incrementality. They cannot measure it.

Seventy-one percent of retail-media advertisers across APAC now rank incrementality as their top KPI, yet most teams lack the infrastructure to actually quantify it [Quelle: Facebook IQ]. The industry has converged on the right question but fragmented on methodology. This gap mirrors the incrementality crunch that Ace Hardware's RedVest tackled by bolting on third-party measurement and closed-loop data from loyalty programs.

Platforms that ship incrementality tooling first will own the APAC advertising budget consolidation.

AI agents are about to rewrite discovery and buying.

Moloco is positioning retail-media platforms for agentic commerce—a near-future state where AI agents, not just human shoppers, discover and purchase on behalf of consumers. The shift requires retail-media networks to redesign their targeting, bidding, and measurement workflows around machine-driven transactions rather than human intent signals. Early movers will need to integrate agent behavior modeling and real-time inventory signaling into existing programmatic stacks.

Expect retail-media RFPs to start asking vendors about agentic readiness in Q1 2027.