The Convergence and Coexistence of Trade and Media in Retail Media Series - Part 3: Retailer Accounting for Retail Media Sales

Retailer Accounting for Retail Media Sales is the third paper in our five-part series exploring the intersection of trade and media investment in Retail Media.

The first two papers in this series, Defining Trade and Media (co-published with IAB US) and The Case for Breaking Down Silos, explored why the convergence of trade and media matters and why addressing it is more complex than it first appears. While those pieces examined the challenge through a business and operational lens, the next layer is accounting.

Accounting may seem removed from day-to-day operations, but in Commerce Media, it plays a critical role. It shapes how companies report Retail Media revenue, why organisational silos remain difficult to address, and why accurately sizing the market continues to be challenging. Even among publicly listed companies, Commerce Media rarely appears as a clear line item in financial reporting, and when it does, the numbers may not align with the figures communicated by Commerce Media Network (CMN) leadership.

Produced in collaboration with Mediasense, this explainer is designed to clarify what’s actually possible within current accounting practices and to outline the key considerations shaping how different CMNs report, classify, and interpret their revenue.

In this paper, you’ll discover:

• The basics of accounting treatment in Retail and Commerce Media
• When Retail Media can be counted as revenue 
• Marketplace models and accounting implications
• Disclosure and reporting expectations
• A short explanation of generic advertising services and accounting treatment

Disclaimer: This paper is intended as an explainer and does not constitute accounting advice. Accounting treatment for digital Retail Media is complex and may require specialist guidance.

Download your copy below. 

About the Series

The Convergence & Coexistence of Trade and Media series is designed to move the industry forward, from debating terminology to agreeing on action.

Our aim is not just to define, but to address the structural and operational challenges that sit at the intersection of trade and media.

By bringing together perspectives from brands, retailers, agencies, and finance teams, this series will explore practical pathways toward scalable, accountable Retail Media programmes.

You can view the first paper in the series here, and the second paper here. We will be releasing more content in the series over the coming weeks.