IAB Australia has named Lachlan Brahe, General Manager of Retail Media at Cashrewards, as the inaugural Chair of the IAB Retail Media Council.

The appointment is effective immediately, marking a new chapter for the council that was established in 2023. The IAB Retail Media Council works to set standards, educate, and foster collaboration across the retail media industry.

Over the past year, the Council has released a number of resources including the Foundations of Retail Media e-learning program, Retail Media State of the Nation research, and a Retail Media Glossary of Terms. Currently, the Council is developing new resources including local measurement guidelines, the second wave of the State of the Nation research, and additional educational resources.

The Retail Media Council comprises representatives from various companies including Adobe, Afterpay, Amazon, Google, Microsoft, among others. The IAB, an independent industry association with over 170 members in Australia and nearly 9,000 globally, works to align industry stakeholders to develop solutions for market issues and develop standards for digital advertising.

CEO of IAB Australia, Gai Le Roy, said: "The growth and energy of our expanding Retail Media Council matches the development of the retail media market itself. Lachlan has been selected by his peers to play a leadership role for the Council and I look forward to working with him to continue to drive important initiatives for the market."

"The media community in Australia is fortunate to have such a diverse, experienced and passionate group such as the Retail Media Council. The perspectives on retail media that this group will bring to market will drive awareness, education and growth. I look forward to being able to share the collective wisdom of this council with IAB members and the wider industry," said Brahe.