Fairprice’s Jaren Loy on Retail Media in APAC

Why It Matters

Standardized measurement and data collaboration will determine which retailers and brands capture the fast‑growing APAC retail‑media spend, shaping competitive advantage in the region’s digital commerce future.

Key Takeaways

• APAC retail media growth is rapid but maturity uneven across markets.
• Measurement standards lacking, causing fragmented metrics and brand skepticism.
• China leads with integrated super‑app ecosystems; Southeast Asia still building fundamentals.
• Brands need first‑party data and clear attribution to justify spend.
• Industry collaboration on standardized frameworks essential for scalable, measurable ecosystems.

Summary

The MadTech podcast featured FairPrice’s Jaren Loy discussing the rapidly expanding yet unevenly mature retail‑media landscape across APAC. FairPrice, Singapore’s largest supermarket cooperative, operates multiple formats—from hypermarkets to convenience stores—and is actively exploring retail‑media opportunities ahead of its ATS Singapore event. Loy highlighted that while markets like China boast sophisticated, integrated ecosystems powered by Alibaba, JD.com and WeChat, many Southeast Asian markets are still laying foundational blocks such as reliable measurement and commercial models. He stressed that the region is experiencing high growth, but the lack of standardized measurement frameworks leads to fragmented metrics, making it difficult for brands to assess incrementality and allocate budgets confidently. Specific examples included Singapore’s mix of players—FairPrice, Lazada, Shoppeez—and the divergent approaches each takes to measurement. Loy noted that brands often question why one network reports success differently from another, creating skepticism about ROI. He also pointed to ongoing industry talks, including potential IAB‑style standards, as early steps toward harmonization. The conversation underscored that success will belong to retailers who can build scalable, measurable ecosystems and to brands that harness first‑party data with clear attribution. Industry‑wide collaboration on standards is crucial to move beyond pilot projects, unlock cross‑platform insights, and sustain long‑term growth in APAC’s retail‑media market.

Original Description

In this special episode of The MadTech Podcast, ExchangeWire CEO Rachel Smith is joined by Jaren Loy, business marketing lead at Fairprice in Singapore. They discuss the value and challenges of retail media, from the availability of first party data to cross-channel measurement for proving better outcomes, and how the APAC market compares to other regions.

Based on a panel for ATS Singapore 2026: Retail Media Reality Check: Building Networks, Data Pipes & In‑Store Scale. Retail media in APAC is exploding, but standards, tech stacks, and measurement are still evolving. This discussion covers in‑store screens, loyalty engines, data monetisation, and partner evaluation. Speakers explore how they’re navigating the region’s dominant walled‑garden commerce ecosystems. A session that dives into what it takes to build a retail media business in APAC.

0:00 Introduction; What is Fairprice?

1:57 What is the current state of APAC’s retail media landscape?

6:34 What are the challenges for advertisers, marketers, and retail media network owners?

10:23 Measurement and standards in retail media

14:33 In APAC, how does retail media fit into the broader commerce ecosystem?

19:53 How complicated is it for brands and retailers to come up with a cross-channel strategy?

23:35 What differentiates APAC from global markets?

26:28 Where is retail media heading in the next 12 months?

#adtech #retailmedia #commerce #podcast