MMA South Africa

A market-sizing and benchmarking report from the MMA South Africa Retail Media Task Force and the Data + CX Think Tank (DATT), mapping South Africa's retail media market against global standards. It sizes the opportunity (SA retail media estimated at R9–12bn for 2025/26, growing at roughly 12% CAGR to 2030), benchmarks SA's ad spend share against the US and UK, and sets out the five growth drivers and six structural barriers shaping the market. Built with strategic partners MTN Ads, Rainmaker Media and Standard Bank.

A practitioner's glossary from the MMA South Africa Retail Media Task Force, defining the terms, metrics and formulas driving retail media today, from ad inventory and attribution windows to CPA, CPC and closed-loop measurement. Built for brands, retailers, agencies, media owners and technology partners, it establishes a shared vocabulary for planning, buying and measuring retail media in South Africa.