FEATURE

• Measurement and transparency take centre stage – Buyers prioritise transparency( 82 %), performance( 76 %), and measurement options( 75 %) when evaluating retail media partners, with ROAS the most in-demand metric( 88 %).

Jason Wescott, Global Head of Commerce Solutions, WPP Media and Chair of IAB Europe’ s Retail & Commerce Media Committee, said:“ This report highlights the key drivers powering retail media’ s momentum, particularly the activation of first-party data and the growing influence of point-of-sale. While challenges like network fragmentation and lack of standardisation remain, it’ s promising to see concerns around data access and technology starting to ease.

“ The report is more than a snapshot of market sentiment – it serves as a strategic roadmap. It reinforces the urgent need for industry-wide standards, advanced measurement capabilities and ongoing upskilling to help realise retail media’ s full potential across Europe.”

The road ahead

As retail media continues to expand, the report identifies one of the biggest challenges

for the industry will be balancing growth with consistency. Fragmentation across networks makes it difficult for brands to scale campaigns effectively, while a lack of common standards creates inefficiencies in measurement and reporting.

However, the momentum behind first-party data and omnichannel integration points to a clear direction of travel, the report says. As buyers demand greater accountability and sellers push for competitive differentiation, the industry is moving toward a model where scale, transparency and advanced measurement underpin sustainable growth.

Overall, the report’ s findings report show that retail media is no longer confined to on-site activations but is evolving into a multichannel discipline capable of influencing consumers across the full purchase journey. With collaboration, innovation and a commitment to professionalisation, retail media is set to become one of the most important pillars of the digital advertising ecosystem in Europe, the report says.

BUYERS PRIORITISE TRANSPARENCY( 82 %), PERFORMANCE( 76 %) AND MEASUREMENT OPTIONS( 75 %) WHEN EVALUATING RETAIL MEDIA PARTNERS. www. intelligentretail. tech 27