The retail media landscape is not just transforming; it's exploding. According to the IAB Australia Retail Media State of the Nation 2025 Report, 7 in 10 advertisers and agencies have increased their retail media investment over the past year and 77% are now working with three or more retail media networks, showcasing how brands are facing an increasingly fragmented and complex ecosystem. This rapid evolution, coupled with the shift towards onsite search and offsite extensions as key growth drivers, presents significant challenges for brand-side teams to navigate effectively. In this environment, agencies are emerging as indispensable partners.
This paper, part of a broader knowledge series, is written on behalf of the Retail Media Council. and explores the vital role of agencies in navigating the complex retail media landscape, highlighting strategies and trends that can enhance brand success in this dynamic environment.
Download the full paper below.