Retail media is poised to revolutionize the media industry by providing brands with a fresh avenue to engage with consumers. This transformation is driven by a redefined role for retailers, leveraging their access to rich purchase and behavioral data to enable brands to establish closer connections between their marketing efforts and actual sales.

In this concise series, the Retail Media task force, comprising 17 individuals from 13 member companies, has diligently worked over the past months to offer foundational knowledge on various aspects. This includes terminology clarification, insights into current opportunities within the MENA region, exploration of implementation challenges, and practical guidance tailored for advertisers, agencies, and retail brands. The insights provided represent a diverse range of perspectives from our members, reflecting the dynamic nature of this evolving landscape.

IAB MENA will continue releasing content on Retail Media. We encourage you to regularly visit the Explore All section of our website and follow us on LinkedIn to stay updated on this rapidly evolving landscape.

Feel free to download Part 2 of our series, exploring how retail media impacts consumer shopping behavior, the role of first-party data in campaign performance, and the industries benefiting most from retail media integration.