Insights
Where thecategory is going
What the industry is asking for, and what that means for the work ahead.
From measurement to growth
For several years retail media has been busy explaining itself: definitions, standards, ownership, how to count it. That groundwork mattered while the market was still being built.
The market has since moved on. Most brands and agencies now treat retail media as a regular part of the job, plan it with the rest of their media, and spread it across several partners.
Whether retail media works is no longer the open question. Whether it is growing the business is.
Adoption is settled
Source: IAB Australia Retail and Commerce Media State of the Nation Report, Wave 4, July 2026.
From building it to making it work
| Then | Now | Next |
|---|---|---|
| Build networks | Grow activity | Make the whole system work |
| Launch products | Sell inventory | Deliver better outcomes |
| Prove there's demand | Add formats | Prove the investment paid off |
| Bring in revenue | Add partners | Build skills and shared standards |
| Establish the channel | Scale the channel | Raise the bar |
It isn't where people think it is
When brands and agencies were asked what would help most, they didn't ask for more inventory or new formats. They asked for:
- Measures that mean the same thing everywhere
- Education that closes the gap between knowing the terms and doing the work
- Help bridging the divide between trade and brand
of networks rate their own offering as advanced. The networks agree there's work to do.
Source: IAB Australia Retail and Commerce Media State of the Nation Report, Wave 4, July 2026.
Retail and Commerce Media State of the Nation 2026
The industry study behind this page: adoption, partner numbers, what buyers want and what networks currently offer.
RMC can help close the gap
Strategy, capability and connection for the next phase of retail media. Pick the path that fits the gap you're facing.
Insights hub: articles, frameworks and event recaps go here as they're published (a small selection, not a feed). None exist yet, so nothing else shows.