ANZ Retail Media Industry on the Cusp of Maturity as Innovation Accelerates
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Mars United Commerce has unveiled the fourth edition of its ANZ Retail Media Report Card, offering a comprehensive benchmark analysis of the rapidly evolving retail media landscape in Australia and New Zealand. With the industry reaching a pivotal moment of growth, this latest edition highlights the emergence of new networks, powerful capabilities, and a market maturing into a sophisticated, brand-building channel for marketers.
A total of over 80 capabilities across these networks are benchmarked, offering brands and agencies an independent, detailed comparison of how these platforms are progressing.
The new report evaluates the technological advancements, innovative media solutions, measurement sophistication, and off-network integrations of key retail media networks across the region. This year, Mars United Commerce introduces assessments of exciting new players like Uber Advertising, Adore Beauty Media, and AVC Experience+, alongside updated evaluations of industry leaders such as Cartology, Amazon Ads, and Coles 360.
Featuring 17 newly added capabilities—including brand stores, audience-level targeting, and IAB Measurement Compliance—this edition continues Mars United Commerce’s commitment to guiding brands through the complexities of this fast-growing sector.
“The speed of technological advancement in retail media is transforming how brands engage shoppers. This edition underscores the significant strides in data-driven targeting, automated solutions, and cross-channel integrations. We acknowledge that the measurement journey is still ongoing to make retail media more precise and accountable.
Launched in late 2023, the ANZ Retail Media Report Card has become a crucial tool for brands navigating the rapidly developing retail media landscape emerging across Australia and New Zealand. By providing clear, actionable insights into network capabilities and industry trends, it enables brands to optimise strategic planning and investment decisions across the region.
The new report reflects an industry reaching maturity, with retail media networks delivering increasingly sophisticated tools with new measurement and performance tracking solutions. Driven by advertiser demand for greater clarity and effectiveness, networks are implementing advanced features such as self-service platforms, real-time analytics, and rich content options.
However, while improvements have been made in measurement and reporting, brands are still looking for greater transparency around ROI and true incrementality from their retail media investments.
“Retail media in ANZ is swiftly maturing beyond foundational performance-based capabilities, to now delivering targeted, brand-building opportunities. Our report tracks this evolution—highlighting very tangible reporting progress while identifying opportunities for networks to strengthen ROI transparency and alignment with IAB measurement principles to better meet advertiser expectations.
Looking ahead in 2025, we can expect further innovation within the retail media space. As networks mature, new entrants will continue to shape the future of the sector, allowing for even more touchpoint opportunities and enhanced capabilities. The industry’s growth trajectory is clear: transitioning from adolescence into adulthood, and this will present brands with new opportunities to refine their strategies and connect with consumers in more meaningful ways.
In this edition of the ANZ Retail Media Report Card, we take a closer look at how these networks are shaping the future of marketing in the region, highlighting the key developments and prospects that lie ahead for brands and retailers alike.
Download the report to start demystifying retail media.
