IAB：2023年零售媒体买家指南.pdfVIP

iab.

TableofContents

1.WhatIsRetailMedia?2

1.1BenefitsofRetailMedia2

1.2ChallengesofRetailMedia4

1.3TheP『ivacyLandscape5

2.IntroductionToPlanningfo『RetailMedia6

2.1UnderstandingPartne「P「operties6

2.2RetailMediaMakesEve「ythingPe『formanceMedia7

2.3Closed-LoopMeasurement9

2.4Onsite10

2.50ffsite12

2.61n-Store13

2.7TheEndemicandNon-EndemicSpectrum15

2.8UnifyingtheOnlineandOfflineExperienceWithRetailMedia16

3.FosteringCollaboration17

3.1UnderstandingPartne「P「operties17

3.2JointBusinessPlanNegotiations18

3.3ChangingDynamicsandCollaborationAcrossRetailers,Brands,andAgencies19

3.4RetailMediaBriefingP「ocess21

4.DevelopingYourAudienceStrategy22

4.1IdentifyingtheObjective.22

4.2HowToDevelopanAudienceStrategy22

4.3First-PartyDataOpportunity..24

4.4BalancingScaleandEfficiency26

4.5UnderstandingProductDist『ibution28

4.6WhatAretheAudienceCapabilities28

4.7ActivatingYourAudience.30

4.8ln-Sto「eAudienceStrategy31

5.RetailMediaBuyingandC『eativeStrategy．一35

5.1OnsiteMediaBuying35

5.2OffsiteMediaBuying36

5.3In-StoreMedia