IAB Europe's 101 Guide to Omnichannel Retail Media
Basic information
Source of origin
IAB Europe
Date of original publication
October 17, 2025
Original format
text
Original size
25 pages
Recommended for
Ad-tech providers, Agencies, Data providers, Network Marketers, Offsite Publishers - Marketers, Retail Media networks
Type of content
guide
Geographical scope
EU
Teaser
Master omnichannel retail media. IAB Europe's guide details strategy, benefits, challenges, and measurement for integrated campaigns.
Summary
IAB Europe's guide to Omnichannel Retail Media defines how to unify on-site, off-site, and in-store channels for a seamless customer journey. It details the benefits, from enhanced reach to closed-loop attribution, while tackling challenges like complex measurement and data fragmentation. The report offers actionable frameworks for developing customer-centric strategies and measuring KPIs across the entire marketing funnel, providing essential best practices for brands and retailers.
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