While it may not have reached the full, chaotic extent of the wider Lumascape, the retail media landscape in MENA is becoming ever more complex for advertisers and their suppliers to navigate.
To cut through the clutter, IAB MENA’s Retail Media Taskforce – a cross-industry team of experts – has put together a series of locally relevant tools to help members navigate the retail media opportunity across the GCC.
One such tool is the Capability Map which provides a quick view of onsite, offsite and in-store opportunities, measurement capabilities, pricing structures and available targeting options. With a topline view of the GCC market, the Map includes 27 different Retail Media Networks and evaluates them on a range of criteria.
Three categories: Pure Player, Marketplaces, Omnichannel; Quick commerce, Delivery; Specialists. Each is then evaluated on 13 criteria:
Markets
Display
- Inventory management
- Pricing
- Onsite properties
- Ad placement
- Offsite properties
- Targeting
- Measurement
Search
- Inventory management
- Pricing
- Onsite properties
- Ad placements
- Targeting
However comprehensive this Map is, the IAB MENA warns that the market is moving so rapidly, advertisers should still verify the information with the relevant networks.
Whether evaluating retail media partners, understanding the key differences in offering or planning future activity, the Map should be invaluable to the research process.
