Key Learnings

Retail Media represents the third wave of digital advertising and is one of the fastest-growing segments in the industry, projected to surpass television spending within the next two years. This growth is fueled by the surge in e-commerce and the increasing reliance on first-party data. Recognizing these emerging trends, IAB Europe Training is dedicated to equipping digital advertising professionals with the knowledge and skills necessary to adapt to new market demands. We will provide you with a solid foundation in Retail Media, exploring key trends, diverse ad formats, and effective measurement techniques.

  • Articulate what Retail Media is, how it works, and why it has become a priority for advertisers and retailers

  • Navigate measurement and attribution across onsite and offsite environments

  • Understand omnichannel buying and how to support integrated, cross-channel strategies

  • Apply in-store measurement principles to a full Retail Media mix

  • Learn how to analyse the Retail Media landscape and identify where the market is heading

Who is the course for?

  • Brand Marketers and Media Planners

    Professionals responsible for allocating advertising budgets across retail media platforms who need to understand how retail media integrates into their overall media mix and how to measure its effectiveness.

  • E-commerce and Retail Media Managers

    Individuals working for retailers or marketplaces managing advertising inventory or developing media strategies will benefit from insights into maximising monetisation and optimising partnerships with brands and agencies.

  • Ad Tech and Data Professionals

    Specialists from ad tech companies or data providers involved in building solutions for retail media who require knowledge of the ecosystem to enhance their product offerings or better support clients.

Curriculum

The core curriculum will encompass four modules, addressing the following areas:

  • Module 1

    Demystifying Retail Media: Solidifying the Basics

    In this module, we will explore retail media products, providing concrete applications for each one. We’ll delve into their nuances, adoption rates, and the Ad Tech companies that support them. Additionally, we will discuss the IAB standard formats for display advertising. By the end of this module, you will have a clear understanding of the various products available to you.

  • Module 2

    Omnichannel Buying

    Retail encompasses on-site, off-site, and in-store strategies, making it challenging to develop a cohesive omnichannel buying approach. This module will guide you through the available options, equipping you with the knowledge to support a seamless omnichannel strategy.

  • Module 3

    Measurement and Attribution: On-Site and Off-Site

    This module focuses on IAB Europe's standards for on-site and off-site attribution and measurement, encompassing both media and sales measurement. Retailers adhering to these standards will receive certification, which will be significant throughout 2025 and beyond. You’ll gain a unique insight into the implications and importance of this certification and these standards.

  • Module 4

    Measurement In-Store

    In-store retail media is a vital component of any retail media program, offering unparalleled scale due to store traffic. Often referred to as "the new TV," measuring in-store effectiveness is complex. The IAB US and Europe have jointly established common definitions and measurement standards for this purpose. By the end of this module, you will understand the key terminology and methodologies related to in-store measurement.

Course Overview

  1. Retail Media Essentials - Course Guidelines

  2. Retail Media Essentials - Pre-Read Material

  3. Module 1: Demystifying Retail Media, let’s solidify the basics

  4. Module 2: Omnichannel Buying

  5. Module 3: Measurement and Attribution Onsite and Offsite

  6. Module 4: Measurement In Store

Retail Media in Digital Advertising

  • €536,00

IAB Europe Member Benefits

IAB Europe and National IAB Members are eligible to a discount. Contact [email protected] for more info.

Course Format

  • Two Live Two-Hour Sessions

    An Industry expert will deliver clear, visually-driven explanations for deeper learning with the support of an online student dashboard with key resources.

  • Interactive Quizzes

    Participants test their knowledge and solidify key learnings through interactive quizzes.

  • Breakout Sessions

    Breakout sessions with smaller groups to explore and tackle specific day-to-day business challenges.

Facilitator

Yara Daher

Retail Media Specialist

Yara Daher is a retail media network pioneer, having shaped some of the industry’s earliest RMN successes while at HookLogic (acquired by Criteo). Based in London, Yara joined HookLogic in 2014 and was instrumental in developing and launching RMNs for Walmart, Target, Best Buy and other major retailers. She later became head of retail partnerships in the U.S. at Criteo and led retail media for the company in Brazil. More recently, Yara guided a portfolio of European startups in retail media, including the launches of MikMak and Symbiosys. Currently, Yara leads the Retail Media Standards Committee for the IAB in Europe, the Middle East and Africa. She earned a B.A. degree from the University of Southern California and an MBA from Columbia University in New York.

Colin Lewis

Retail Media Specialist

Colin is the co-founder of Retail Media Works, which, alongside its sister brand Grace and Co, collaborates with brands and retailers worldwide on digital commerce and retail media strategies. Colin works with like brands like Barilla, Fonterra, PepsiCo, Optimum Nutrition and L'Oreal UK, as well as retailers such as Superdrug, Migros, The Warehouse Group, The Very Group, Ocado Retail, Terry White Chemmart to help set up their retail media networks. Colin has authored eleven best practice reports on eCommerce and retail media and created three indepth courses on digital commerce as well as retail media. Colin also co-hosts the "Retail Media Therapy" podcast.

Reviews

5 star rating

Good and valuable

Aleksandar Petkovic

It was well-structured learning experience, great job!

It was well-structured learning experience, great job!

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