• by Joe Mandese  @mp_joemandese, July 11, 2023

The Interactive Advertising Bureau (IAB) this morning released a "Retail Media Buyer's Guide," a primer explaining the basics of planning and buying retail media, as well as creative executions for utilizing the burgeoning category.

The 48-page reference publication includes an overview of the major category players, as well as recommendations for organizing the marketplace and joint business planning negotiations, audience targeting strategies, media planning and creative best practices.