iab：2023年零售媒体买家指南（英文版）（48页）.pdf

1、Retail Media Buyers Guide JULY 2023 1RETAIL MEDIA BUYERS GUIDE Table of Contents1.What Is Retail Media?.21.1 Benefits of Retail Media .21.2 Challenges of Retail Media.41.3 The Privacy Landscape.52.Introduction To Planning for Retail Media.62.1 Understanding Partner Properties.62.2 Retail Media Makes

2、 Everything Performance Media.72.3 Closed-Loop Measurement.92.4 Onsite.102.5 Offsite.122.6 In-Store.132.7 The Endemic and Non-Endemic Spectrum.152.8 Unifying the Online and Offline Experience With Retail Media.163.Fostering Collaboration.173.1 Understanding Partner Properties.173.2 Joint Business Pl

3、an Negotiations.183.3 Changing Dynamics and Collaboration Across Retailers,Brands,and Agencies.193.4 Retail Media Briefing Process.214.Developing Your Audience Strategy.224.1 Identifying the Objective.224.2 How To Develop an Audience Strategy .224.3 First-Party Data Opportunity .244.4 Balancing Scal

4、e and Efficiency.264.5 Understanding Product Distribution.284.6 What Are the Audience Capabilities.284.7 Activating Your Audience.304.8 In-Store Audience Strategy.315.Retail Media Buying and Creative Strategy.355.1 Onsite Media Buying.355.2 Offsite Media Buying.365.3 In-Store Media Buying.375.4 Crea

5、tive Planning and Strategy.385.5 Tailor Call-To-Action to the Funnel-Stage.395.6 Creative Planning Best Practices.40Acknowledgments.41About IAB.45Contact Information.47 2RETAIL MEDIA BUYERS GUIDE 1.WhaT Is ReTaIl MedIa?1.What Is Retail Media?1.1 Benefits of Retail Media Retail media is a form of dig

6、ital advertising that allows brands to promote their products or services within a retailers e-commerce platform or physical store.It involves the use of targeted advertisements and sponsored content that is displayed to shoppers while they browse and make purchases.Retail media is a relatively new