The Interactive Advertising Bureau (IAB) Australia has launched a new e-learning program, 'Foundations of Retail Media', aimed at educating the local market on the rapidly expanding retail media sector.

The program was developed by the IAB Australia's Retail Media Working Group, a collective of industry experts representing a broad range of organisations, and oriented to the local market.

The course content delves into the historical context of retail media, providing an overview of the retail media ecosystem, types and formats of retail media, targeting capabilities, use of data, the retail media value chain, and future trends. The program is free for IAB member organisations and is designed to be suitable for agencies, retailers, marketers, and ad tech companies. It takes about two hours to complete.

This initiative marks the fifth module of IAB's foundational industry training program, demonstrating the organisation's commitment to fostering industry knowledge and expertise.

"Since its formation earlier in 2023, the Retail Media Work Group has been focused on providing the industry with education to help the market have a common understanding on the retail media sector," Gai Le Roy, CEO of IAB Australia, said. "This new e-learning module has been developed by the leading experts from a wide range of organisations and builds on the Retail Media Glossary of Terms released in September."

Looking ahead to 2024, the Retail Media Working Group plans to roll out additional education modules, a local retail measurement guide, and another wave of the Retail Media State of the Nation study.

The Retail Media Working Group comprises representatives from Amazon, Cartology, Coles360, CitrusAd, Criteo, Endeavour Group, Google, Hatched, IPG Mediabrands, Microsoft, OMD, oOh!media, Pubmatic, The Trade Desk, Vudoo, Yahoo, Zenith Media, and Zitcha.