A blank retail media planning template covering parties, claims, data, gates and exit

This retail media planning template is deliberately blank. It helps an England retailer describe one proposed advertising exchange before choosing inventory or technology. Missing information stays marked HOLD. Do not replace it with an industry average, a supplier claim or an invented budget.

Decision and boundaries

• Decision owner: [name]
• Decision date: [date]
• Retailer or marketplace legal entity: [entity]
• Advertiser and agency authority: [documents]
• England connection: [store, property, journey or operating team]
• Delivery environment: [on-site, off-site or in-store]
• Customer or staff task affected: [task]
• Product and creative scope: [identifiers and versions]
• Current route, including no new activity: [baseline]
• Explicit exclusions: [activities and populations]

IAB UK's retail media definition separates on-site, off-site and in-store environments. Record one here. That industry taxonomy is a category aid, not evidence that the parties have rights to inventory or data.

Commercial exchange and customer presentation

• Inventory controller and authorised seller: [evidence]
• Advertiser consideration and payable event: [blank amount and unit]
• Currency, VAT basis, period and exclusions: [fields]
• Product claim and substantiation owner: [source register]
• Ad-recognition wording, placement and timing: [approved fixture]
• Consumer total-price and optional-choice checks: [evidence]
• Correction and withdrawal instruction: [route]

The CMA's final price transparency guidance addresses total price, mandatory charges, drip pricing and partitioned pricing. It applies to consumer-facing price presentation, not automatically to the media fee between advertiser and retailer. Have a consumer-law specialist classify the actual communication.

Data, privacy and measurement

• Purpose for each data operation: [purpose]
• Source, identifier and legal role: [record]
• Storage or access technology: [device operation]
• Recipient, processor and transfer: [dossier]
• Consent or exception assessment: [reviewer evidence]
• Refusal and suppression behaviour: [test]
• Retention, correction and deletion: [rules]
• Eligible measurement population: [definition]
• Numerator, denominator, period and timezone: [definition]
• Missing, late, duplicate and invalid-event treatment: [query]
• Attribution or causal method: [method and limitations]

The ICO finalised its storage and access technologies guidance on 29 April 2026. A privacy reviewer must apply it to the exact cookie, pixel, identifier or similar operation. A measurement field does not itself establish permission.

Accessible and secure delivery

• Consumer and staff tasks to test: [tasks]
• Keyboard, focus, contrast, labels and alternatives: [expected evidence]
• Reasonable-adjustment route: [owner]
• Privileged access and approval levels: [matrix]
• Logging, monitoring and alert owner: [record]
• Incident classification and notification route: [plan]
• Supplier change notice and dependency map: [documents]

The official service-provider disability guide explains that service providers should anticipate barriers and consider reasonable adjustments. It covers Great Britain and requires fact-specific legal review. It is not a certification standard for an advert or platform.

Test, gate and exit record

• Synthetic or specifically authorised fixtures: [IDs]
• Acceptance result and evidence location: [record]
• Advertising gate: [pass, fail or unresolved]
• Consumer gate: [pass, fail or unresolved]
• Privacy, accessibility, security, IP and finance gates: [separate verdicts]
• Rollback trigger and authorised operator: [fields]
• Export format and isolated restore result: [evidence]
• Contract end, deletion and continuity route: [plan]

Evidence ownership and change control

• Master plan version and editor: [version and name]
• Source access date and planned recheck: [dates]
• Assumption, contrary evidence and confidence: [entries]
• Creative, claim, data and measurement change owners: [names]
• Change that forces a new specialist review: [trigger]
• Superseded evidence archive and access rule: [location]
• Final decision, reasons and dissent: [record]

Every attachment should have an evidence ID that the decision sheet can resolve without opening a supplier sales presentation. When a source, recipient, product claim or rendered placement changes, mark the previous gate verdict expired and retest the affected path. Preserve the old result so an editor can explain why the decision changed.

No weighted score can compensate for an unresolved gate. The plan may proceed only when every required reviewer has signed the precise version tested. Otherwise the decision remains HOLD, with an owner and date for resolving each gap.