IAB & MRC Retail Media Guidelines Aim To Advance Shoppable Ads: IABs Bustos Beet.TV [Video]

MARCO ISLAND, FL — With the proliferation of first-party data, retailers are no longer mere sellers; they’ve transformed into full-fledged media companies, wielding personalized messaging and closed-loop measurement to capture both online and in-store insights.

This significant shift has brands and smaller retail platforms alike rethinking strategies to maintain relevance and drive consumer engagement.

In this video interview with Beet.TV, Jeffrey Bustos, VP, Measurement, Addressability, & Data Center, IAB, gives insights on the trend.

As the retail media landscape burgeons, smaller players are finding their niche through localized messaging. “You start thinking about the smaller retail media platforms as a way to how can I differentiate my messaging and create more of a local messaging play,” says Bustos.

While larger entities offer scale for broad branding, smaller platforms provide a unique touchpoint for shopper experiences that resonate on a community level, he argues.

That’s not the only new development. “We’re …