Retail Media Essentials

In this module, we will explore retail media products, providing concrete applications for each one. We'll delve into their nuances, adoption rates, and the Ad Tech companies that support them. Additionally, we will discuss the IAB standard formats for display advertising. By the end of this course, you will have a clear understanding of the various products available to you.

This module focuses on IAB Europe's standards for on-site and off-site attribution and measurement, encompassing both media and sales measurement. Retailers adhering to these standards can gain certification, which will be significant as retail media becomes a core part of the media mix. You'll gain a unique insight into the implications and importance of this certification and these standards.

The module explains why incrementality matters now, especially as brands and retailers face growing pressure to demonstrate genuine business outcomes rather than rely on surface-level metrics. It also clarifies what incrementality is and isn't, aligned with IAB Europe and IAB US guidelines, so teams build a consistent and credible measurement approach.

Learners will explore where incrementality fits across the funnel and how expectations shift from awareness to conversion. The module also introduces the main incrementality measurement methods, including test-and-control, geo-experiments, and model-based approaches, giving teams a clear view of when each method is appropriate and what good looks like in practice.

In-store retail media is a vital component of any retail media program, offering unparalleled scale due to store traffic. Often referred to as “the new TV,” measuring in-store effectiveness is complex. The IAB US and Europe have jointly established common definitions and measurement standards for this purpose. By the end of this module, you will understand the key terminology and methodologies related to in-store measurement.

Retail encompasses on-site, off-site, and in-store strategies, making it challenging to develop a cohesive omnichannel buying approach. This module will guide you through the available options, equipping you with the knowledge to support a seamless omnichannel strategy.

AI and Agentic Commerce introduces learners to how AI is reshaping retail and commerce media today. The module covers the current state of AI adoption giving teams a grounded understanding of what's real versus hype. It also defines the essential concepts, from core AI terminology to platform-specific language, so everyone shares a consistent foundation.

Learners will explore practical AI use cases across the retail media ecosystem and build an understanding of what agentic commerce is and why it represents the next phase of AI-driven shopping experiences.