Unpacking the ISBA Study: A Call for Shared Standards
Retail media continues expanding rapidly, with UK digital retail media spend forecasted to reach £5 billion. However, as investments grow, transparency concerns have surfaced, particularly from suppliers navigating this evolving landscape. A recent ISBA study highlights the need for increased openness and collaboration between retailers and FMCG brands to maximize the potential of retail media networks.
The study underscores the importance of shared standards, accessible and timely data, and investing in specialist teams equipped to handle the complexities of retail media. These elements are essential to overcome current challenges in visibility and measurement, which hinder suppliers’ ability to assess how media budgets are allocated and perform.
The Supplier Takes Control: Implications for the Industry
One of the most significant findings from the ISBA research is the shifting power dynamic. FMCG suppliers are gaining influence as primary clients within retail media, prompting a change in how media plans are evaluated and negotiated. This shift places suppliers in a stronger position to demand clarity and accountability from retail partners.
As transparency improves, brands are empowered to scrutinize how their investments translate into effective campaigns. This evolving landscape encourages breaking down internal silos and selecting strategic partners carefully to drive mutual growth.
Industry experts recommend fostering open communication channels and agreeing on common metrics to build trust. By adopting these practices, both retailers and suppliers can benefit from more efficient media spend, better consumer targeting, and ultimately, stronger commercial outcomes.
The ISBA study acts as a timely reminder that sustained success in retail media hinges on transparency and collaboration. Stakeholders who prioritize these principles will be better positioned to capitalize on the sector’s promising growth trajectory.
