As our awareness shifts towards first party data and the key it holds to unlocking the opportunities left for advertisers to address audiences in the next iteration of online advertising, we are focusing our attention on practical applications that can be implemented today. Over the past months we have seen rapid developments in the Retail Media space and our members are paying close attention.
In collaboration with the Retail Media Committee, IAB Canada has developed this guide to buying Retail Media as an introduction to this exciting new channel. The aim of the guide is to provide foundational information that describes the opportunity, delves into the unique capabilities offered through this type of buying strategy and provide best practices to invest wisely. The document is an organic industry paper and will be updated as new information becomes available.