IAB Europe’s 101 Guide to Retail Media

The 101 Guide to Retail Media was updated in June 2024. Access the updated Guide here. 

In a world driven by innovation and advancement, it's crucial to stay ahead of the curve. That's why our Retail Media Working Group has taken the lead in defining Retail Media and sharing key expertise in this new comprehensive 101 Guide to Retail Media. 

What is Retail Media?

Retail Media is rapidly reshaping the digital advertising landscape, and understanding its intricacies is paramount. This 101 Guide provides an extensive overview, breaking down on-site, off-site, and in-store definitions. These definitions, crafted in collaboration with National IABs across Europe, offer a clear understanding of the various dimensions of Retail Media.

Empowering Success Through Retail Media

Navigating the evolving digital advertising landscape can be challenging, but with this 101 Guide, you'll be equipped with the knowledge to thrive. Designed to empower both buyers and sellers, this guide provides a roadmap to making informed decisions that drive advertising success through Retail Media.

What to Expect:

• Discover how to purchase campaigns seamlessly, maximising your advertising impact
• Uncover the essential role Retail Media plays in enhancing brand presence and reach
• Gain insights into available measurement and targeting options, allowing you to tailor campaigns 
• Understand how we are paving the way for standardisation in Retail Media

Download the Guide today 

A huge thank you to all members of our Retail Media Working Group who contributed to the Guide:

• James Allison, Director, Partnerships, Advertima
• Nick O’Connor, Global Marketing Director, Koddi
• Mark Bausinger, Business Development Director, DoubleVerify
• Jessica Koch, Vice President, New Business and Retail Media, Douglas
• Esme Robinson, Director Platform Solutions, Epsilon
• Lucie Laurendon, Head of Product Marketing, Equativ
• Antoine Thievenaz, Strategic Business Analyst, Equativ
• Jason Wescott, Global Practice Lead, Commerce, GroupM Nexus
• Salvatore Cospito, Chair of the Retail Media Committee, IAB Spain
• Kina Demirel, Managing Director, Mimedia and member of IAB Turkey Retail Media Working Group
• Gamze Balik, Head of Analytics & Insights, IAB Turkey (Mimedia)
• Catherine Cribbin (on behalf of the IAB UK Retail Media Working Group), Head of Partnerships, IAB UK 
• Nate Pinkston, Head of Growth,  RetailMedia, Microsoft Advertising
• Ben O’Mahoney, Ad Tech & Data Partnerships Lead, Ocado Retail
• Zachary Willis, Retail Media & Ad Tech Lead, Ocado Retail
• Rutmer Faber, Lead Marketplaces & Retail Media, Publicis Groupe
• Michelle Urwin, VP Marketing, Skai
• Tim Abraham, Senior Data Partnerships Director, The Trade Desk
• Nik Dutt, Product Marketing Manager, The Trade Desk
• Alexandra Klimashevich, Senior Product Marketing Manager, Verve Group
• Babs Kehinde, Senior Director, Commerce, EMEA, PubMatic