IAB Europe released the second edition of its Attitudes to Retail Media Report, revealing the growth and maturity of Europe’s retail media landscape. The report surveyed over 180 respondents from advertisers, agencies, and retail media networks across 31 markets, showing significant investment in digital advertising. Key findings include an emphasis on performance-driven omnichannel strategies, fragmentation challenges, the role of first-party data, and evolving measurement metrics, including ROAS and incrementality, signaling a shift in retail media priorities and practices across the industry.
"This year's report confirms that retail media is no longer an emerging trend, but a strategic priority. As the ecosystem matures, we're seeing a real need for shared standards, consistent measurement, and greater collaboration across stakeholders."
"The 2025 report highlights an advancing retail media ecosystem, with changing budget allocations and a more strategic approach to activation across buy and sell-side stakeholders."
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