Retail media advertising is on the rise in Australia, but agencies and marketers are looking for agreement and guidance on measurement and standards according to IAB Australia’s Retail Media State of the Nation 2024 Report released today. The Report found that over the last 18 months, 37% of retail media investors spent a significant amount of their media and marketing budget in retail media, up from 26% in 2023. It also identified the most important driver of investment for agencies and marketers as the ability to reach shoppers at the point of purchase, followed by the opportunity to leverage the benefits of retailer first-party data.