IAB Europe’s Updated 101 Guide to Retail Media - June 2024

The rapid growth of e-commerce means Retail Media has reached critical mass – riding a third wave of digital advertising. From 2012 to 2022, the online share of retail trade more than doubled in the UK and more than tripled in Germany, with a 26.5% and 19.6% share respectively according to the Centre for Retail Research. More people are buying products and services on e-commerce sites which generates valuable data in the form of shopper behaviour logs that translate into audiences and signals for advertisers to target. Furthermore, over 90% of advertisers are partnering with retailers to reach existing and prospective consumers. A trend that will only continue. IAB Europe forecasts that Digital Retail Media advertising spend will exceed €21bn by 2026.

Why Retail Media Matters

The growth of Retail Media is undeniable; brands can now collaborate with retail partners to directly engage consumers across the purchase journey. By leveraging retailer first-party data, they can target, optimise, and measure their campaigns with precision. 

Advertising at the point of purchase, combined with closed-loop attribution, is fueling this high growth, making Retail Media an indispensable tool for modern marketers.

What's Inside the Updated Guide

This 101 Guide to Retail Media, initially crafted by experts from IAB Europe’s Retail Media Committee in September 2023, has been updated to ensure it remains a relevant educational resource for the digital advertising industry.

The updated Guide covers:

• Key Definitions: The guide includes the only pan-European harmonised definitions of Retail Media including on-site, off-site and digital in-store.
• Buying and Measuring: An updated measurement and metrics section, including more on IAB Europe's Retail Media Measurement Standards.
• How it Works: A new ‘Path to Purchase’ Infographic to show how retail and commerce media can be bought.
• Case Studies: New case studies to demonstrate how Retail Media is being used in the real world. 
• Best Practices: Essential strategies and practices for stakeholders in this dynamic channel.

Whether new to the concept or looking to deepen your knowledge, this guide is designed to equip you with the insights and tools needed to thrive.

Download your copy below. 

A big thank you to the following contributors for helping with this Guide:

• James Allison, Director Market Development EMEA, Advertima
• 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, IAB Europe Retail Media Committee Chair and Global Head of Commerce Solutions, 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, Mimeda IAB Turkey
• Catherine Cribbin (on behalf of the IAB UK Retail Media Working Group), Head of Partnerships, IAB UK
• Sander Kwint, Head of Performance Solutions, Kinesso NL
• Nick O’Connor, Global Marketing Director, Koddi
• Maria Kristalinskaya, Head of Retail Media, Kleinanzeigen (Adevinta)
• Stanislas Lajouanie, MD, Continental Europe, LiveRamp
• Nate Pinkston, Head of Growth, Retail Media. 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
• Babs Kehinde, Senior Director, Commerce, EMEA, PubMatic
• 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