Retail media has evolved from a tactical sales driver into a strategic, full-funnel channel. Increasingly integrated into the broader media mix, it offers advertisers, agencies, and retailers the ability to connect with consumers at the point of purchase and throughout the purchase journey. Audience segmentation lies at the heart of this capability, transforming how first-party data is activated and how value is realised.
This paper sets out a strategic framework for modern segmentation, evaluates the limitations of older approaches, and offers explicit best practice recommendations for advertisers, agencies, and retailers. It draws on IAB-aligned principles: transparency, measurement rigour, privacy first design, and collaborative frameworks.
Download the paper below or for more information on the Retail Media Council, click here.