Retail media starts eating up budget from other channels, IAB finds
Retail media is taking shares from other channels’ ad spend, as 69% of advertisers have reallocated their budget from social, trade retail, digital and traditional media to jump on the bandwagon, IAB Australia has found.
The findings come from the industry body’s inaugural Retail Media State of the Nation Report. IAB Australia announced alongside the report that it has established a Retail Media working group to develop resources and initiatives to support the local market.
