FEATURE
off-site and in-store campaigns will be key in unlocking performance.
IAB Europe’ s role in professionalising the channel
As the leading European-level industry association for digital advertising, IAB Europe plays a vital role in uniting stakeholders, addressing challenges and setting standards.
The report, developed by IAB Europe’ s Retail & Commerce Media Committee, received more than 180 responses from advertisers, agencies and retail media networks across 31 markets. Most respondents( 75 %+) manage annual advertising budgets of € 1 million or more, and nearly half( 48 %) invest more than 41 % in digital advertising.
“ 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. Through our Retail Media Certification Programme and the work of our committee, we’ re committed to providing the guidance and tools the industry needs to grow effectively,” said Marie-Clare Puffett, Industry Development & Insights Director, IAB Europe.
Key findings from the 2025 report
The report reveals an advancing ecosystem with shifting budget allocations and more strategic approaches to activation. Some of the most notable findings include:
• Retail media partnerships are deepening and diversifying – Buy-side stakeholders in retailer partnerships lasting more than a year rose from 50 % to 63 %, while the number of brands working with 4 – 6 networks more than doubled from 10 % to 24 %.
• On-site retail media remains dominant – Over 90 % of buyers allocate at least 41 % of their digital retail media spend to on-site. Off-site channels are expanding rapidly, particularly in display and social.
• Growth is driven by data and emerging channels – First-party data activation, point-of-sale reach and emerging channels like CTV, audio and out-of-home are driving buy-side growth. Sell-side stakeholders cite additional revenue, strategic alignment, and competitive advantage as top motivators.
• Fragmentation and lack of standards hinder growth – Although concerns around data access and technology have eased network fragmentation( 51 %) and lack of standardisation( 53 %) remain the most significant barriers.
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