IAB Australia has officially released two critical guidance frameworks designed to bring much-needed clarity and consistency to the booming retail media and digital video sectors. The new Audience Segmentation in Retail Media guide offers a practical toolkit for building effective segmentation strategies, specifically outlining the operational foundations required for data readiness.

Complementing this, the Measurement Framework for Video Advertising maps the ecosystem against core marketer goals, such as brand building and sales, to ensure metrics align with business outcomes. Ultimately, these resources aim to lift transparency and operational maturity, giving skeptical buyers the confidence they need to unlock bigger budgets.

Carrefour, alongside Carmila and Unlimitail, has formalized a partnership with JCDecaux to expand its retail media capabilities across Europe. The agreement will see the deployment of digital advertising screens throughout 161 shopping centers in France and Spain, all integrated with Carrefour’s proprietary shopper data.

By leveraging Unlimitail’s platform, the initiative allows advertisers to apply digital targeting metrics to physical, in-store environments. This development represents a tangible expansion of retail media infrastructure, extending data-driven advertising from e-commerce platforms directly into brick-and-mortar locations.