IAB Australia reports rapid retail media growth and heightened shopper research amid tighter budgets

The Interactive Advertising Bureau (IAB) of Australia released a state‑of‑the‑nation report showing that retail and commerce media are experiencing rapid growth. Ninety‑three percent of retail media networks reported revenue increases, and 65 % of advertisers said spending on retailer‑powered ads on third‑party channels rose sharply. Most retailers now work with three or more media partners, and many plan to embed AI in future offerings.

A separate IAB and Pureprofile study found cost‑of‑living pressure prompting Australian online shoppers to become more deliberate. Seventy‑one percent said rising costs altered their retail choices, while 69 % rely on online research before purchase. AI tools are used by 60 % of shoppers (75 % of those aged 18‑39), mainly for quick summaries, and 68 % turn to social media and creators for product discovery. Trust in brand reputation remains high, with 86 % considering it important when acting on influencer recommendations.