Myer is building a retail media network, powered by the first-party data of its MYER one loyalty program, joining other major retailers including Chemist Warehouse and competitor David Jones.
The Myer Media Network will use Mirakl Ads, an AI-native retail media platform, to serve sponsored products and campaigns across myer.com.au.
The Mirakl marketplace platform launched on myer.com.au last month, adding more than 25,000 new products and global brands to Myer's online offering.
The network will be led by Michael Sharlassian, recently appointed general manager of retail media at Myer, previously at Coles 360.
"We are building a comprehensive omnichannel retail media offering that unlocks the full scale of our loyalty data, giving brands a more unified way to connect with customers where relevance matters most," he said.
Amanda McVay, Myer Group chief customer officer, said the network would drive customer engagement across a broader suite of touchpoints.
"Myer has one of the country's most engaged loyalty communities, a rapidly growing digital business and a trusted retail brand that connects with millions of Australians," she said.
“Brand partners will have the opportunity to further reach Myer customers and MYER one insights will help power campaigns and marketing activity across a broader suite of customer touch points.”
WPP Media forecasts retail media is grow 19.5% to $2.3 billion in 2026, the fastest growing channel in the market.
In 2028, retail media is expected to overtake Total TV ad revenue with an 8.4% market share ($3.07 billion).
Retail and commerce media investment is growing in Australia but entering a new phase of maturity, with buyers demanding better measurement as they increase spend, according to IAB Australia's Retail and Commerce Media State of the Nation 2026 report.
The report found advertisers increased spend across all main retail media channels over the past year.
Almost two-thirds (63%) of active buyers lifted spend on retailers' own websites and apps, while 65% increasing spend on retailer-powered advertising outside of owned channels.
The report was based on a June 2026 survey of 92 advertising decision makers involved with retail and commerce media.
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