IAB Europe’s Bitesize Guide to Change Management in Retail Media Series - Part One - Foundations of Retail Media Change

Retail Media is no longer a side initiative. It’s a structural shift where commerce and media converge.

Part one of our new Bitesize Guide to Change Management Series, titled Foundations of Retail Media Change, sets out the foundational elements retailers need to successfully build or scale a modern Retail Media Network (RMN). It provides a strategic lens on why transformation is essential, what capabilities must be developed, and how organisational structure shapes long-term success.

Whether you are launching a new RMN or strengthening an existing one, this guide will help you align strategy, operations, data, and governance for sustainable growth.

What You’ll Learn

• What defines a Retail Media Network, and how it differs from traditional trade marketing
• The three pillars of a successful RMN: first-party data, omnichannel activation, and closed-loop measurement
• Organisational models (in-house, standalone, and hybrid) and when each works best
• The internal and external forces reshaping Retail Media
• Why structured change management is critical to unlocking long-term value

With thanks to the following members of our Retail & Commerce Media Committee for contributing to this guide:

• Samya Ruiz, Head of Insights and Measurement | International, Unlimitail
• Jason Wescott, Global Head of Commerce at WPP Media & Chair of IAb Europe's Retail & Commerce Media Committee
• Giordano Buttazzo,Members and Business Developments IAB Italy
• Kinde Demirel, Managing Director Mimeda/ IAB Türkiye representative
• Salvatore Cospito, CEO Reetmo / IAB Spain representative

Download the guide below.

About Our Bitesize Guide to Change Management Series

Our Bitesize Guide to Change Management Series for Retail Media series is designed to give leaders a clear, practical framework for managing organisational change in retail media. It simplifies the change process by identifying the key drivers, aligning cross‑functional teams, and offering tools to navigate transformation. By strengthening internal readiness, leadership alignment, and capability building, it helps organisations evolve their retail media operations to keep pace with a rapidly shifting digital advertising landscape. It goes hand in hand with our new series on the convergence and coexistence of Trade and Media, providing leaders with a comprehensive set of tools for navigating the future of retail media within a retail business.