Retail Media continues to mature at pace, bringing with it new opportunities and complexities for retailers, brands, and agencies alike. One of the most pressing dynamics shaping this space is the relationship between trade and media: how they intersect, where they diverge, and what the future holds.
To explore this, IAB Europe launched a five-part content series unpacking the convergence and coexistence of trade and media in Retail Media. Across expert insights, industry perspectives, and real-world case studies, the series highlights both the progress made and the challenges that remain.
Here’s a recap of the full series:
Developed in collaboration with IAB U.S, the series begins by defining the fundamental differences between trade and media, exploring how each has traditionally operated within retail environments. It sets the foundation for understanding why convergence is both appealing and complex.
Part two highlights how organisational silos between trade and media - driven by separate budgets, KPIs, and team structures - are limiting Retail Media’s full potential. It makes the case for greater alignment and budget fluidity, while acknowledging that structural and commercial complexities continue to slow progress.
While the first two pieces examined the challenge through a business and operational lens, the next layer is accounting. This explainer clarifies what’s actually possible within current accounting practices and outlines considerations shaping how different CMNs report, classify, and interpret their revenue.
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.
The final instalment completes the picture by bringing in the brand perspective, offering a nuanced view of how advertisers are navigating this landscape. It explores how a brand is navigating the developing relationship between trade and media, offering a candid perspective on the realities of convergence.
Commenting on the series, IAB Europe’s Retail Media Consultant, Yara Daher, said:
“This series is intended to spark industry dialogue. Trade and media have coexisted for years, but we need to think about them more cohesively. The tech that enables growth is crucial, but the organisational and commercial changes are equally—if not more—transformational for the industry.”
Get Involved
For more information on our Retail and Commerce Media work and how you can get involved, visit our Retail Media Hub here or get in touch with our Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
