IAB Brazil launches guide with strategies and business models for Retail Media

IAB Brasil launches the "Retail Media Guide for Retailers," a resource developed to assist retailers in transforming their operations into effective media platforms. The guide covers everything from building a Retail Media division to strategies for maximizing results, emphasizing the importance of organizing first-party data and collaborating with advertisers.

Developed by IAB Brasil's Retail Media committee, this resource is a response to the exponential growth of the Brazilian market, driven by the digitization of consumption and the integration of physical and digital channels. Research from 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 indicates the sector is also experiencing robust expansion, with investments projected to reach US$2.07 billion by 2028.

The guide covers different types of programs (such as ads within online stores, in physical stores, and even on partner websites), business models (such as those where the retailer handles everything independently or those where they use third-party platforms), and methods for organizing finances. All these programs and business models are explained through case study analyses, like those of Coca-Cola and Heineken, which illustrate how different formats can be applied to achieve specific objectives throughout the consumer journey.

The material is intended for retailers, marketing and advertising professionals, advertisers, digital media managers, data specialists, and decision-makers at companies looking to explore the potential of this solution.

To access the complete guide, click here..