IAB Europe

Our latest Attitudes to Retail Media Report (based on insights from 180+ professionals across 31 markets) reveals both progress and pressure points. Here are the 5 big shifts redefining the space: 1️⃣ Partnerships are maturing – more brands are working long-term across multiple networks 2️⃣ Off-site is gaining ground – now claiming nearly half of buyers’ budgets 3️⃣ Data & in-store touchpoints are fuelling growth – especially with CTV & clean rooms 4️⃣ Fragmentation is blocking scale – standards are still too varied 5️⃣ Measurement is top priority – buyers want ROAS, but also clarity and trust 📌 These trends aren’t just stats. They’re signals, showing where Retail Media needs alignment, innovation, and shared solutions. And that’s exactly why we’re bringing 150 industry leaders together this 24th September in Amsterdam for the Retail Media Impact Summit. No panels. No pitches. Just focused working sessions on the themes that matter:

We’re happy to endorse the newly released AdThic programme! AdEthics is Europe’s go-to initiative for responsible influencer marketing, equipping creators with the knowledge and tools to ensure transparency and trust in advertising.  Are you a content creator? The AdEthics Programme is designed to support you by giving you the tools to understand the rules, follow them confidently, and stand out as a trusted voice in the online space. Do you work with content creators? AdEthics offers a clear, practical framework to assess creators’ understanding of responsible marketing – and their commitment to doing it right.Already, seven European countries offer trainings within the AdEthics programme. Learn more: adethics.org

📢 IAB Europe shares its positions on #GDPR and #ePrivacy simplification As part of the European Commission's efforts to reduce regulatory burden and strengthen Europe’s digital competitiveness, IAB Europe has outlined its views on two key initiatives: GDPR implementation dialogue: We call for a proportional, truly risk-based approach to enforcement, greater harmonisation across Member States, clarification of the interplay between the GDPR and new legislation such as the AI Act, and highly targeted simplification measures that support innovation and legal certainty for all businesses. ePrivacy Directive review: We advocate for following a risk-based approach like the GDPR, removing outdated consent requirements for essential low-risk use cases like ad measurement and fraud prevention, and reviewing the roles and procedures of national DPAs and the EDPB to improve transparency and accountability. These reforms are critical to ensure the European digital advertising industry can thrive while maintaining strong privacy protections. Read the full position here: https://lnkd.in/epU7vE8W. 

🚨 Entries are now open for the 2025 MIXX Awards Europe — and this year, we’re celebrating Future Proof Creativity. The kind of ideas that don’t just ride the wave, but shape the tide. With 28 categories spanning AI, immersive tech, Retail Media, ESG, digital audio, content storytelling, and more, this is your chance to showcase work that blends imagination with measurable impact. Whether you’re pushing creative boundaries, redefining user experience, or driving results across new platforms — there’s a spotlight here for you. Why enter? ✔ Benchmark your work against Europe’s best ✔ Get seen by industry leaders ✔ Build credibility and visibility ✔ Celebrate and reward your team 🕒 Early bird deadline: 7th August 2025 📅 Final entry deadline: 18th September 2025 🎥 Winners announced: 29th October 2025 (Virtual Ceremony) 🔗 Submit your campaign: https://lnkd.in/dTGBsshv

📍 Amsterdam. 24th September. 150 decision-makers. The biggest day for Retail Media in Europe. Our first-ever Retail Media Impact Summit is nearly here, and the agenda is packed with the people and topics shaping what comes next. 🧠 Key themes on the table: • Incrementality measurement • Retailer first-party data & clean rooms • On-site innovation • Retail Media meets CTV • Commerce Media vs. Retail Media • Digital in-store buying & measurement Expect a full day of workshops, Q&As, breakout sessions and roundtables — all designed for active participation and real collaboration. 🗣 Speakers include: Daniel Knapp, Drew Cashmore, Jason Wescott, Patricia Grundmann, Yara Daher, Marie-Clare Puffett, and more to be announced soon: https://lnkd.in/eiybZ_VN

Four panels. Dozens of expert voices. Hundreds of attendees across Europe. Our latest Virtual Programmatic Day proved once again why it’s become a must-attend in the digital advertising calendar. From a stunning riverside venue in London (thank you, @Rakuten Advertising !) to a packed agenda full of insight, this edition brought together the entire programmatic ecosystem — in person and online. 💡 Key topics: • H1 learnings and what’s ahead in H2 • Growth in CTV, DOOH, audio & retail media • Why curation matters more than ever • How attention is measured — and when it counts Couldn’t make it? Want to revisit a favourite panel? 👉https://lnkd.in/evaPZrsx

Many retail media campaigns start without clear benchmarks or collaboration. We’ve heard it again and again. We’ve distilled what works into two concise reads designed for those building and running the ecosystem. 📦 One for RMNs/CMNs 📈 One for buyers (brands & agencies)

📊 Measuring incrementality in Retail Media: a guide for turning guesswork into growth Retail Media now accounts for 11% of total ad spend in France (SRI, 2024), but how do we really know if it's working? Incrementality is a key performance metric, yet often misunderstood or applied inconsistently across the ecosystem. That’s why Alliance Digitale has launched the Guide to Measuring Incrementality, created by the Retail Media Commission’s Measurement Working Group with input from retailers and AdTech experts 🔍 What’s inside? ✔️ Three core measurement methods: simple comparisons, A/B testing, and statistical modelling ✔️ Clear case studies and frameworks for implementation ✔️ Three levels of expertise—from beginner to advanced ✔️ Four strategic goals, including a common language for Retail Media measurement If you're working in Retail Media, whether on the brand, agency, publisher or AdTech side, this guide helps make sense of incrementality and builds a more structured approach to campaign performance: 

Today, IAB Europe’s position was skillfully represented by Nathalie Laneret at the GDPR Implementation Dialogue, hosted by Commissioner Michael McGrath and his team. Our message was clear: The GDPR is a global benchmark for data protection. Its foundations are strong, but its implementation must now match its ambition. Fragmented enforcement, inconsistent interpretations, and legal uncertainty are undermining the single market for data and creating complexity for digital advertising. We fully support the European Commission’s goal to harmonise, simplify, and consolidate the EU’s data rules – including the #GDPR and the #ePrivacy Directive. Thank you to Nathalie for delivering our key messages with clarity and impact! 

Recently, IAB Europe had the great opportunity to speak at the panel "Breakfast with WIPO ALERT: Collaborating to Tackle Online Piracy”. The session spotlighted WIPO ALERT, a public-private platform designed to disrupt advertising revenues to pirate websites, and focused on the power of cooperation between government and industry in confronting this global challenge. During the panel, we emphasised that the advertising industry does not want to fund illegal or harmful content, and that there are many national as well as global initiatives already in place tackling piracy online. We are excited to continue our cooperation with the World Intellectual Property Organization – WIPO and further promote their useful platform. You can find more info about WIPO ALERT here: https://lnkd.in/e6VXhWGe.