Retail Media
What is Retail Media Advertising?
Retail Media refers to the digital advertising space, retail data assets and in-store opportunities a retailer or marketplace owns, which is then made available to brands for the execution of advertising campaigns. Campaign goals include (but are not limited to) brand awareness, driving sales and new product discovery. Retail Media includes an increasing range of digital opportunities which can be segmented into off-site, on-site and in-store environments. Retail Media also includes the targeting, optimisation and measurement elements of digital campaigns. (IAB Europe Pan-European definition)
Associated Articles
IAB Europe’s Updated 101 Guide to Retail Media - June 2024
This 101 Guide to Retail Media covers: Key Definitions, Buying and Measuring, How Retail and Commerce media works, Case Studies and Best Practices
IAB Europe's Attitudes to Retail Media Report
IAB Europe’s Retail Media Committee developed the Attitudes to Retail Media survey, which is designed to be undertaken on an annual basis, to provide an industry benchmark for retail media adoption, drivers, barriers, and growth areas.
IAB Europe Retail Media Measurement Standards
As more focus and investment is poured into Retail Media a greater need for measurement and transparency is essential to ensuring its continued success. These standards have been created to provide media buyers with a framework for consistent metrics to compare retail media investment.
IAB Europe's Capability Map for Digital Retail Media
This is a new resource for media buyers which provides an overview of on-site, off-site and digital in-store retail media ad opportunities offered by retailers operating in Europe.