Epsilon gives brands more control over retail media — and a shot at AI shoppers
- 5 days ago
- 4 min read
Updated: 3 hours ago
Epsilon has launched 'Brand Pages', giving advertisers far more control over how they show up in retail media — richer, shoppable storefronts with unified measurement — and, crucially, more structured content for the AI search and shopping agents increasingly making buying decisions.
Publicis-owned data marketing firm Epsilon has unveiled "Brand Pages," a new product designed to give advertisers greater control over their retail media advertising. Announced on 22 July 2026, it lets brands build customised pages from pre-approved templates, showcase products through shoppable grids and integrate dynamic content such as recipes, according to Decision Marketing. Measurement is consolidated too, pulling views, clicks, conversions and attributed sales into a single dashboard rather than fragmented systems.
Epsilon director Esme Robinson said Brand Pages give advertisers "a richer platform for storytelling, spanning inspiration, differentiation, product breadth and context," and noted the feature helps address competitive pressure from AI search and automated shopping tools by giving those systems "more relevant information to surface." The launch follows Epsilon's earlier 2026 rollout of in-store sales attribution, and adds co-branded pages for collaborative promotions.
Retail media grows up
Retail media has been the fastest-growing channel in advertising, but much of it has been blunt — sponsored product listings and banner slots bought largely on price and proximity to purchase. The problem for brands is that this reduces them to a row in a search result, with little room to tell a story or differentiate. Epsilon's move toward richer, controllable brand storefronts is a sign the channel is maturing from pure performance plumbing into something closer to branded commerce.
The consolidated measurement piece matters just as much as the creative control. One of retail media's persistent frustrations is fragmentation: every retailer network reports differently, making it hard to compare performance or prove incremental value. Pulling views, clicks, conversions and attributed sales into one view is the kind of unglamorous plumbing that actually determines whether marketers can justify and scale their retail media spend with confidence.
Marketing Minute's read: the AI shopping angle is the real story
The line that UK marketers should not skim past is the one about AI. As shoppers increasingly start journeys inside AI assistants and automated shopping tools rather than traditional search, the question of how a brand's products are represented to those systems becomes commercially critical. Structured, rich, well-tagged product content is what AI agents can read, understand and surface. Thin, poorly organised listings simply get skipped.
This reframes retail media content as machine-readable brand infrastructure, not just human-facing display. The brands that will win as agentic shopping grows are the ones investing now in clean, structured, comprehensive product information — accurate attributes, clear differentiation, rich context — because that is the raw material AI uses to make recommendations. Epsilon is effectively selling brands a way to feed those machines better, and the underlying principle applies whether or not you use their product.
For UK businesses, the practical takeaway is to treat your product data as a marketing asset, not a back-office afterthought. Audit how your products appear across the retail networks and marketplaces you sell on, tighten the attributes and descriptions, and make sure the content is structured enough for both a human shopper and an AI agent to parse. In an AI-mediated shopping world, the quality of your product data increasingly is your shelf position.
Quick FAQ
What are Epsilon's Brand Pages?
A retail media product, launched on 22 July 2026, that lets advertisers build customised, shoppable brand pages from templates, add dynamic content like recipes, and see views, clicks, conversions and attributed sales in one unified measurement dashboard.
Why does retail media content matter for AI shopping?
As shoppers use AI assistants and automated shopping tools, those systems rely on structured, rich product content to understand and recommend items. Brands with clean, well-organised product data are more likely to be surfaced; thin listings get skipped.
What should UK businesses do about this?
Treat product data as a marketing asset: audit how products appear across retail networks and marketplaces, improve attributes and descriptions, and structure content so both human shoppers and AI agents can read and surface it.
Retail media is quietly becoming the front line of AI shopping. When an assistant recommends a product, it's reading structured data, not admiring your creative. The brands that win the next few years will be the ones that treat clean, rich product information as seriously as they treat their advertising — because increasingly, it is the advertising.
— Daniel Nikolla, Founder of Merx Marketing
Retail media is maturing into branded commerce, and structured product data is becoming machine-readable brand infrastructure — the raw material AI shopping tools use to decide what to surface.
How much attention does your business give to product data quality across the platforms you sell on? We would love to hear where it sits on your priority list.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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