Retail Media
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.
To equip the industry with the knowledge needed to embrace the retail media opportunity, IAB Europe has released a brand new guide. Led by its Retail Media Working Group, of which IAB UK's own Retail Media group contributes, the 101 Guide shares key expertise to empower both buyers and sellers.
