IAB Australia has released two new guidance resources to support marketers’ growing investment across retail media and digital video, two of the most significant and rapidly expanding areas of the Australian advertising market. Together, the papers give marketers, agencies and media owners clearer and more consistent approaches to measurement, segmentation and data driven activation.
Audience Segmentation in retail media provides a clear and practical framework to help marketers, agencies and retail media networks build more consistent and effective segmentation strategies. It outlines the maturity journey for retail media organisations, details the operational foundations required for data readiness, and provides a comprehensive toolkit covering mission-based segmentation, lifecycle modelling, propensity approaches and privacy tiering. It builds on the Australian Retail Media Measurement Principles and Guidance paper released in 2024.
Measurement Framework for Video Advertising offers a detailed mapping of the video measurement ecosystem across three core marketer goals: improving delivery, building brands and driving sales. Produced by the IAB Australia Video Council, it helps marketers navigate techniques, metrics and vendor options across attention, verification, brand lift, attribution and sales effectiveness.
“Retail media and digital video continue to attract strong marketer investment. These resources reflect the IAB’s commitment to building maturity, lifting transparency and strengthening industry alignment across high priority channels,” said Gai Le Roy, CEO of IAB Australia.
The IAB Australia Video Advertising Council was formed in 2014 to help support the growth of an area of the market that is now worth $5bn annually. The Council has industry wide representation across publishers, networks and agencies and provides a broad, collective voice in addressing the key issues and opportunities for the industry.
The IAB Australia Retail Media Council helps to set standards, educate and drive collaboration across the industry. Its members include advertisers, retailers, publishers, networks, agencies and adtech organisations.
