This guide by IAB Europe's Retail Media Working Group defines Retail Media as the third wave of digital advertising, highlighting its importance due to direct consumer engagement at purchase points and access to first-party data for targeted advertising. It outlines the growth, significance, buying strategies, measurement, and targeting of Retail Media campaigns, emphasizing the necessity for industry standards and best practices. Case studies illustrate successful campaigns leveraging Retail Media's unique opportunities for precise targeting and measurement across digital channels, showing a significant impact on sales and brand visibility.

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