South Africa, March 16 -- Brands that continue to rely on global playbooks are bleeding opportunity in the world's fastest evolving retail market.

The brief, Africa's Retail Media Leapfrog: A dentsu Africa Impact Brief, shows how the continent has skipped legacy e-commerce stages entirely and built a mobile-first, WhatsApp-powered, marketplace-driven commerce economy. While global markets debate cookie loss, African consumers have already moved on, and they are not coming back.

This is not a trend. It is a structural shift. A shift that is already reshaping where people discover, buy and stay loyal. A shift most brands are still not prepared to compete in.

The brief explains why identity not impressions is now the battleground and how ...