IAB：2023年零售媒体买家指南(英).docx

iabRetailMediaBuyer’sGuide

iab

JULY2023

TableofContents

1.WhatIsRetailMedia? 2

1.1BenefitsofRetailMedia 2

1.2ChallengesofRetailMedia 4

1.3ThePrivacyLandscape 5

2.IntroductionToPlanningforRetailMedia 6

2.1UnderstandingPartnerProperties 6

2.2RetailMediaMakesEverythingPerformanceMedia 7

2.3Closed-LoopMeasurement 9

2.4Onsite 10

2.5Offsite 12

2.6In-Store 13

2.7TheEndemicandNon-EndemicSpectrum 15

2.8UnifyingtheOnlineandOfflineExperienceWithRetailMedia 16

3.FosteringCollaboration