IAB Polska presents the first Retail Media Map: a new guide to the advertising market
The IAB Polska organization has published the first-ever Retail Media Map. It is a compilation designed to organize knowledge about the rapidly developing retail advertising market. The document contains information on 64 unique brands and 54 companies operating in this sector.
The map has been prepared in the form of a clear overview, which includes 112 logos. All entities have been divided into 10 main market categories. These include areas such as Retail & Commerce Media Network, as well as on-site, off-site, and in-store solutions.
The purpose of the publication is to support marketing specialists in understanding the complex advertising ecosystem. With this tool, companies can more easily identify business partners and better plan their promotional strategies in retail channels. It is a response to the growing importance of purchasing data in modern advertising.
Experts emphasize that the Retail Media market in Poland is becoming increasingly professional. The IAB Polska publication is an important step toward the standardization of advertising activities. It facilitates access to information about who offers specific technological and advertising solutions in our country.
The new map will be available to all interested parties as a free source of knowledge. The organization plans to update the compilation in the future to reflect the dynamic changes taking place in Polish retail and marketing.