IAB Brazil launches the "Retail Media Guide for Retailers", a material developed to help retailers transform their operations into effective media platforms. The guide covers everything from building the Retail Media area to strategies for maximizing results, highlighting the importance of organizing proprietary 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 between physical and digital channels. A study by eMarketer shows that global investment in Retail Media advertising should reach nearly $100 billion by 2028, with a compound annual growth rate of 17,2%. In Brazil, the study shows that the sector is also continuing strong expansion, with investments designed to reach US$ 2,7 billion in 2028

The guide addresses different types of programs such as advertisements within virtual stores, in physical stores and even on other partner websites, business models (like those where the retailer does everything themselves or those where they use third-party platforms) and ways to organize finances. All these programs and business models are explained from the analysis of cases, like Coca-Cola and Heineken, that illustrate how different formats can be applied to achieve specific objectives throughout the consumer journey

The material is aimed at retailers, marketing and advertising professionals, advertisers, digital media managers, data specialists, decision-makers of companies who want to explore the potential of the solution

To access the complete guide, Click here.