Gathering feedback and insights from various leading US retailers, CPG brands and marketing executives, the Interactive Advertising Bureau (IAB) has released a white paper exploring the future and role of retail media in stores.
Developed by the IAB Retail Media Network Committee, the ‘Quantifying Retail Media In-Store Success: Measurement & Innovation’ report explores a variety of topics, including technologies enabling in-store measurement, omnichannel integration, challenges in the space, and financial benefits and growth opportunities.
