Head of Wolt Ads: Brands want the ‘control and transparency’ of self-service retail media

Earlier this year, Wolt – the Finnish food delivery and local commerce platform owned by Doordash and operating in 27 markets – launched its retail media network, Wolt Ads, which is notable for its pay-per-sale model (merchants only pay when a purchase is made).

We recently caught up with Head of Wolt Ads Catalina Salazar to get her opinion on this burgeoning industry, including why self-service is a focus, how the needs of advertisers and consumers can be complementary and not antagonistic, and what advice she would give to somebody starting out on the brand-side in retail media today.

Econsultancy: What does your average day look like?

Catalina Salazar: As Global Head of Wolt Ads, leading a team that operates in 27 markets, my days are, to say the least, dynamic and multifaceted. We’re in the process of building and refining a lot of advertising systems and processes that need to scale effectively across all regions. This requires a hands-on approach to ensure that everything from product development to ad operations aligns with our global strategy, while also being adaptable to the unique needs of each market. It’s a balance between creating scalable solutions and ensuring flexibility for local nuances.

I also spend significant time overseeing product strategy to ensure that everything we’re building drives true value for both merchants and brands. Additionally, I focus on managing a nimble, motivated and exceptional team that is capable of moving mountains with limited resources. This is something that I am proud of!

What advice would you give to a brand-side marketer working with retail media today?

Stay agile and open to experimentation. Retail media is evolving rapidly, and the brands that are winning are those that take a test-and-learn approach. Invest in both performance media and brand-building formats to ensure you’re reaching your audience at all stages of their journey. Utilise first-party data as much as possible to refine targeting, and don’t shy away from new ad formats—there’s a lot of opportunity as an early adopter.

How are brand approaches to retail media changing, in terms of strategy, budgets, creative and integration with other media/distribution?

Brands are increasingly viewing retail media as an integral part of their overall marketing strategy, rather than a standalone channel. The use of first-party data is now a cornerstone for targeted campaigns, and budgets are shifting to reflect the value of personalisation and real-time insights. Creatively, brands are leaning into more dynamic ad formats that can seamlessly integrate across online and offline touchpoints.

Additionally, they are seeking more unified approaches, where retail media is integrated with other distribution channels to create a cohesive customer journey.

How do you reconcile the needs of the diner in-app with those of the advertising merchant? What’s the secret sauce for ensuring they overlap as much as possible and create a good experience?

The key to aligning the needs of the diner with the advertising merchant is through personalisation. We use machine learning to deliver highly relevant ads that enhance the customer experience rather than disrupt it. By offering ads that match the diner’s preferences and behaviours, we ensure that they see value in the promoted content, while merchants benefit from higher engagement and conversion rates. The secret sauce lies in creating a seamless overlap between user intent and merchant offerings through data-driven insights.

What’s next for retail media, what do you hear clients asking for? And what do you think the ecosystem needs to continue to grow?

Clients are asking for more control and transparency over their campaigns, which is why self-service solutions are becoming a key focus. They also want better insights into performance and deeper integration across various media channels. To continue growing, the ecosystem needs to focus on expanding ad formats and creating more flexible, scalable tools for brands and merchants. AI and machine learning will play an increasingly important role in delivering the kind of personalisation and precision that clients expect in today’s competitive marketplace.

Another area where both agencies and brands are pushing for improvement is in the need for more retail media standards, especially on creative formats, and a programmatic approach to buying retail media advertising. As the ecosystem continues to fragment, it’s becoming harder for brands to manage and optimise campaigns across different platforms. A standardised, programmatic method for acquiring retail media inventory would streamline this process, making it more efficient and scalable. This will be key to sustaining long-term growth and ensuring brands can fully capitalise on the opportunities that retail media presents.

What has inspired you recently, outside of work?

I’ve found a lot of inspiration in the recent Olympic Games. The discipline and incredible stories of athletes overcoming challenges to focus on being the best in their field never cease to amaze me. It’s a powerful reminder that anything is possible with hard work and dedication, serving as a constant source of motivation.

Outside of that, I’m also inspired by the creativity and innovation I see from content creators. It’s remarkable how they take everyday situations and transform them into compelling entertainment, building massive personal brands in such a short amount of time. Watching seemingly ordinary people grow into influential figures through sheer creativity is really inspiring and a great example of how impactful storytelling and persistence can be.