MediaSense is proud to have partnered with ISBA on the newly published Digital Retail Media Study, a qualitative deep-dive that brings together the views of stakeholders from across the marketing ecosystem. These findings will underpin a further piece of quantitative research that MediaSense will carry out in the last quarter of 2025.
Key themes from the report include:
- The critical need for greater internal collaboration, particularly in breaking down silos between commercial and marketing teams.
- Emerging best practices for working with external partners, including agencies.
- The growing importance of governance across the supply chain – with a focus on cross-functional teams, clear contractual frameworks, customisable definitions, and robust validation of media delivery and value.
Commenting on the study, Sam Tomlinson, Chief Client Officer, MediaSense said:
“All study participants were excited by the opportunities in retail media, with its strong customer data, intent and proximity to purchase, and closed-loop attribution. But they were also clear that rising spend inevitably attracts increased scrutiny, meaning good governance will be crucial to fuel scalable growth. We hope this study is a positive step towards that future.”
Download the report here.