Lauren WakefieldDefining Trade & Media is the first paper in our new five-part series exploring the intersection of trade and media investment in Retail Media.
Developed in collaboration with IAB US, this first paper establishes a shared framework to bring greater clarity to how trade and media are defined, categorised, and measured.
Definitions shape investment.
Without alignment on what qualifies as trade, or retail media , the industry risks misaligned budgets, inconsistent measurement, and stalled progress.
Our goal is simple: To provide a clear, side-by-side definition framework that enables brands, retailers, and agencies to agree on what they are buying, selling, and measuring.
This one-pager creates a practical foundation for more transparent conversations and more scalable Retail Media strategies.
Download the one-pager here.
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.
We will be releasing more content in the series over the coming weeks.
