IAB Brazil launches the “Retail Media Guide for Retailers,” a resource designed to help retailers transform their operations into effective media platforms. The guide covers everything from building a Retail Media department to strategies for maximizing results, highlighting the importance of organizing first-party data and collaborating with advertisers.
The material, developed by the IAB Brazil Retail Media Committee, is a response to the exponential growth of the market in Brazil, driven by the digitalization of consumption and the integration of physical and digital channels. Research by eMarketer shows that global investment in Retail Media advertising is expected to reach nearly US$100 billion by 2028, with a compound annual growth rate of 17.2%. In Brazil, the study shows that the sector also continues to expand strongly, with investments projected to reach US$2.07 billion in 2028.
The guide covers different types of programs (such as ads within online stores, in physical stores, and even on other partner sites), business models (such as those where the retailer does everything themselves or those using third-party platforms), and ways to organize finances. All of these programs and business models are explained through analysis of case studies, such as Coca-Cola and Heineken, which illustrate how different formats can be applied to achieve specific goals throughout the consumer journey.
The material is aimed at retailers, marketing and advertising professionals, advertisers, digital media managers, data specialists, and business decision-makers who want to explore the potential of the solution.
To access the complete guide, Click here.
