Retail media has quickly become one of the most important growth conversations in retail, but the operational reality often looks very different from the market narrative.

Built from the perspectives of more than 60 retail brands and industry practitioners across Australia and New Zealand, this report provides a snapshot of where the industry stands today.

Inside, you’ll find insights on measurement, ownership, supplier demand, capability, agency integration and the factors shaping the next phase of retail media growth.

For retailers, brands and industry partners looking to understand where the market is heading, the Retail Media State of Play 2026 offers a valuable view of the opportunities and challenges emerging across ANZ.

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