Retail media advertising is now an integral part of holistic media planning according to the IAB Australia Retail Media State of the Nation 2025 Report, which was released today. The Report found that seven in ten advertisers and agencies using retail media have increased their investment in the last twelve months and 77% now work with three or more retail media networks, up from 58% last year. However, the Report also notes that as the sector scales, brands and agencies are seeking more transparency and consistency, along with better data access, consistent metrics and unified measurement frameworks across retail networks.