IAB Australia announced today that Lachlan Brahe, General Manager of Retail Media at Cashrewards, has been appointed as the inaugural Chair of its Retail Media Council effective immediately. The Council, which was founded in 2023, helps set standards, educates and drives collaboration across the retail media industry.
Over the last year the Council released a range of resources to help support the evolution of the local industry including launching its Foundations of Retail Media e-learning program. It also released the first wave of Retail Media State of the Nation research and delivered a definitive Retail Media Glossary of Terms. The Council is currently working on a range of new resources that will be released over the next few months including local measurement guidelines, the 2nd wave of the State of the Nation research and a range of additional educational resources.
The Retail Media Council includes representatives from Adobe, Afterpay, Amazon, Bench, Broadsign, Cashrewards, Cartology, Cirtus Ad, Coles360, Criteo, David Jones, Diageo, Endeavour Group, Google, GroupM, Hatched, Hearts & Science, Kinesso, Mars United, Microsoft, OMD, oOh!Media, Publicis, Pubmatic, Scentre Group, Terry White Chemmart, The Trade Desk, Uber Advertising, Vudoo, WooliesX, Yahoo, Zenith and Zitcha.
Gai Le Roy, CEO of IAB Australia commented “The growth and energy of our expanding Retail Media Council matches the development of the retail media market itself. Lachlan has been selected by his peers to play a leadership role for the Council and I look forward to working with him to continue to drive important initiatives for the market.”
Lachlan Brahe, General Manager of Retail Media at Cashrewards said "The media community in Australia is fortunate to have such a diverse, experienced and passionate group such as the Retail Media Council. The perspectives on retail media that this group will bring to market will drive awareness, education and growth. I look forward to being able to share the collective wisdom of this council with IAB members and the wider industry.”
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As an independent industry association with more than 170 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies, and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising.
As one of 47 IAB offices globally, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia as well as demonstrating to marketers and agencies the many ways digital advertising can deliver on business objectives.