The Convergence and Coexistence of Trade and Media in Retail Media Series - Part 4: Retailer Case Study

The Retailer Case Study is the fourth paper in our five-part series exploring the intersection of trade and media investment in Retail Media.

The first three papers in this series, Defining Trade and Media (co-published with IAB US), The Case for Breaking Down Silos, and Retailer Accounting for Retail Media Sales,

explore why the convergence of trade and media matters, the structural barriers that exist, and how accounting shapes the way Retail Media is reported and understood. The fourth instalment moves from theory to practice. 

This case study illustrates how one organisation made a decisive move to bring all media functions under a single roof. This is not presented as a universal blueprint or a recommendation, but rather as a thought‐starter for your exploration. An example designed to spark reflection, inspire debate, and support both internal and external conversations across the industry.

In this paper, you’ll discover:

• How the retailer created the right incentives internally and externally
• The challenges and resistance the retailer encountered
• How brands responded to a more centralised media model
• How performance and growth were measured across both media and commercial outcomes

Download your copy below. 

About the Series

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.

You can view the first paper in the series here, the second paper here, and the third paper here. We will be releasing the final piece of the content in the series very soon.