In this episode of the IAB UK Podcast, we explore the rapid rise of retail media, and why it’s become one of the most important areas of innovation in digital advertising.
What began as sponsored product listings and shopper marketing has quickly evolved into something much broader: an ecosystem built on first-party data, customer trust and closer proximity to purchase, with the ability to demonstrate real-world outcomes.
Host James Chandler is joined by Olivia McCullagh, IAB UK’s Retail Media Lead, to unpack what’s driving this growth and how retail media is expanding beyond its performance roots. Together, they discuss how the opportunity grows across on-site, off-site, in-store and emerging channels like CTV, and what this means for brands, retailers and agencies.
The conversation also looks at the challenges ahead, from standards and transparency to measurement and planning, and what the industry needs to address if retail media is to unlock larger, longer-term investment.
If you’re looking to understand where retail media is heading next, and what will separate the leaders from the rest, this episode offers a clear and practical view of the market.
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