Mars United Commerce
The ANZ retail media industry is reaching maturity, with retail media networks delivering increasingly sophisticated tools with new measurement and performance tracking solutions, Mars United Commerce's, part of Publicis Groupe, ANZ Retail Media Report Card reveals.
Driven by advertiser demand for greater clarity and effectiveness, networks are implementing advanced features such as self-service platforms, real-time analytics and rich content options.
Mars United Commerce planning director ANZ and IAB Retail Media Council member Cameron Porter said retail media in ANZ is swiftly maturing beyond foundational performance-based capabilities, to now delivering targeted, brand-building opportunities.
"Our report tracks this evolution—highlighting very tangible reporting progress while identifying opportunities for networks to strengthen ROI transparency and alignment with IAB measurement principles to better meet advertiser expectations," Porter said.
The report evaluates new entrants including Uber Advertising, Adore Beauty Media and AVC Experience Plus—alongside established networks such as Cartology, Market Media, Amazon Ads and Coles 360.
Covering over 80 capabilities, it provides brands and agencies with an independent overview of targeting, innovation, measurement and media opportunities.
This year's report features 17 newly added capabilities including brand stores, audience-level targeting, and IAB Measurement Compliance.
Mars United Commerce managing director ANZ Kelly Wearmouth said the speed of technological advancement in retail media is transforming how brands engage shoppers.
“This edition underscores the significant strides in data-driven targeting, automated solutions, and cross-channel integrations," Wearmouth said.
"We acknowledge that the measurement journey is still ongoing to make retail media more precise and accountable.
“This public report card offers a glimpse into the depth of work we undertake with clients. Benchmarking is still evolving in ANZ, so our report helps brands start building a clearer understanding of the market dynamics shaping retail media today."
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