IAB Europe Guide To Endemic, Near-Endemic and Non-Endemic in Retail & Commerce Media

A practical framework for growing retail media demand without losing shopper relevance.

Retail media's first decade ran on endemic budgets from brands already on the shelf. That pool is nearing saturation, and networks are now turning to advertisers who don't sell through the retailer at all. But not every advertiser belongs in a retail environment.
This IAB Europe guide gives retailers, brands and agencies a shared language for the next phase of growth.

Inside, you'll find:

• Clear, retailer-relative definitions of endemic, near-endemic and non-endemic advertising
• Sub-categories ranging from commodity bodies and attached services to checkout offers and audience targeting
• A ten-point relevance spectrum for judging borderline cases
• Measurement guidance for campaigns where the sale happens outside the retailer's data
• The case for the retailer as relevance gatekeeper