Retail media outgrows its shell: ‘Structure and collaboration are essential’

Retail media is coming into its own, with financial services, tech companies and everyone in between getting involved. But a new report from IAB warns that the sector needs standardisation and transparency in order to grow.

According to the IAB State of the Nation Report, released on Wednesday morning, 33% of agencies and 39% of brand advertisers now include retail media as a significant part of their marketing mix.

70% of advertisers and agencies that use retail media have increased their investment in the space, with 77% now working across three or more retail media networks. Agency planning and strategy teams are restructuring in order to integrate retail media, the report noted.