Do you really want to see an insurance ad if you’re recovering from a house fire? Probably not. There’s a fine line between an ad experience that’s delightfully relevant and one that is downright creepy or insensitive. The Consumer Must Come FirstĬonsumer privacy and company transparency must be the map and compass to navigate the landscape of retail media. The IAB and the Media Rating Council have done an impressive job to jump-start this process in the recently released IAB/MRC Measurement Guidelines and Operational Guide.

Retail media is at this tipping point, and a call is out for more effective collaboration across retailers, agencies, trade associations and technology providers to, as the IAB states, ‘minimize complexity and simplify activation.’ Until implementation, optimization, and measurement standards are agreed on and in place, retail media networks will struggle to continuously prove ROI and capture media dollars, particularly from one network to the next. There comes a time when the siloed nature of emerging digital categories starts to hinder its success and growth. Here are a few key takeaways to consider before integrating this channel into your e-commerce playbook.

Spending estimates show this is a successful formula, but it is not without challenges. One of the primary factors driving this growth is the promise of maximized ROAS through unique, highly personalized ads using privacy-compliant customer data. Discussions that day went so far as to suggest retail media and connected commerce as the “third wave” of digital advertising’s evolution – following in the footsteps of search and social media. Projections indicate retail media as one of the fastest-growing digital channels, expected to capture nearly 25% of total media spending by 2027. The IAB recently released its ‘Retail Media 2023: Operational Strategies to Meet the Growth Potential’ research at its inaugural (and sold out) Connected Commerce Summit in NYC.

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