IAB Australia has released two new guidance resources designed to help marketers navigate the rapidly expanding retail media and digital video sectors.
The papers aim to bring greater clarity, consistency and operational maturity to areas that continue to attract some of the strongest advertiser investment in the market.
The guidance is published as the industry seeks standardisation across segmentation, measurement and activation, particularly as more retailers develop media networks and as video advertising diversifies across platforms and formats.
New audience segmentation framework for retail media
The first resource, Audience Segmentation in Retail Media, provides marketers, agencies and retail media networks with a structured framework for developing and deploying segmentation strategies.
The paper outlines a maturity journey for retail media organisations and details the operational requirements needed for data readiness.
It includes a toolkit covering mission-based segmentation, lifecycle modelling, propensity approaches and privacy tiering.
The framework builds on the Australian Retail Media Measurement Principles and Guidance released in 2024 as retail media continues its push toward more consistent industry standards.
New video measurement framework for marketers
The second resource, Measurement Framework for Video Advertising, maps the video measurement ecosystem according to three marketer objectives: improving delivery, building brands and driving sales.
Developed by the IAB Australia Video Council, the framework helps marketers evaluate metrics, techniques and vendors across attention, verification, brand lift, attribution and sales effectiveness.
IAB says guidance will support fast growth areas
Gai Le Roy, CEO of IAB Australia, said the resources reflect the organisation’s push to increase maturity and alignment across two priority channels.
Gai Le Roy
“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,” she said.
The IAB Australia Video Advertising Council, formed in 2014, supports the growth of a segment now worth 5 billion dollars annually.
Its members span publishers, networks and agencies, providing broad representation on key issues affecting the video market.