Epsilon launches Brand Pages for retailer websites

Epsilon has launched Brand Pages for retailer websites, giving brands their own destination across a retailer's onsite properties.

The feature sits within Epsilon's retail media platform and is aimed at suppliers that want more control over how they present products, campaigns and brand messages on retailer sites. Brands can use the pages to highlight new launches, seasonal promotions and broader product ranges, while tracking sales activity in the same system.

Retail media groups have been expanding the tools they offer as retailers seek new advertising income and suppliers look for better ways to stand out in crowded digital storefronts. In that context, dedicated brand spaces have become one way for suppliers to shape how shoppers encounter products beyond standard search listings and sponsored placements.

Epsilon's approach uses pre-designed templates approved by retailers, allowing brands to adjust images, layouts, text and colours without relying on retailer development teams for each build. The pages can also include dynamic content such as recipes and cooking guides, alongside shoppable product grids that let customers add items to their baskets.

Epsilon said the system reduces the manual work that has previously limited the number of brand pages a retailer could support. It also supports formats such as co-branded pages, where two suppliers can appear together around a shared promotion or occasion.

Measurement focus

Measurement is a central part of the launch. Because the pages operate inside Epsilon's onsite media stack rather than through separate retailer technology, brands can monitor views, clicks, conversions and attributed sales in one performance dashboard, according to the company.

That reflects a wider push in retail media to show clearer links between advertising spend and sales outcomes. As retail media budgets grow and scrutiny of returns increases, brands have pressed retailers and technology providers for more transparent reporting.

Epsilon has also been broadening its retail media offering in other areas. Earlier this year, it introduced in-store sales attribution, giving advertisers a way to connect digital media activity with purchases made in physical shops.

Epsilon also framed the launch around changes in digital discovery beyond retailer sites. It argued that brands face pressure not only from rival suppliers and supermarket own-label products on retail platforms, but also from AI-driven search and shopping assistants that rely heavily on structured product feeds.

Esme Robinson, Director of Global Platform Solutions at Epsilon, said the new format is intended to give brands more room to shape how they are presented in those environments.

"Every brand is looking for marginal gains on retailers' websites where they are often competing with other brands and, increasingly, with supermarket own-label products for attention," Robinson said. "At the same time, brands are competing offsite with AI search and agentic shopping tools that lean heavily on retailers' structured product feeds, leaving brands little say in how they are described or recommended. Brand Pages give them a richer platform for storytelling, spanning inspiration, differentiation, product breadth and, above all, context, all of which increasingly shape AI responses. That gives AI tools more relevant information to surface, and an assistant the best possible landing page once a shopper starts exploring."

The launch highlights how retail media vendors are trying to extend their role beyond ad serving into merchandising, content presentation and attribution. For retailers, templated page-building tools may offer a way to expand branded content without adding the operational burden that often comes with bespoke onsite work.

For consumer goods companies, the proposition is that a branded destination can offer more than a sponsored product listing by combining editorial-style content with direct purchase options. The inclusion of co-branded layouts also suggests Epsilon is targeting campaign formats that mirror the joint promotions often used in grocery and household categories.

Epsilon operates in more than 30 countries across EMEA, the Americas and APAC, and has more than 8,000 employees. Part of Publicis Groupe, the business focuses on data, identity, digital media, clean rooms, customer data platforms, loyalty and marketing services.