Retail Media has evolved from a trend to a cornerstone of digital advertising strategies in Europe. In 2023, Retail Media advertising in Europe grew by 22%, nearly four times faster than the total digital advertising market, which grew by 6%. Projections indicate that Retail Media advertising spend in Europe is set to reach €31 billion by 2028. As its importance grows, establishing shared standards, transparent practices, and collaborative innovation is crucial.
IAB Europe's Retail & Commerce Committee is at the forefront of this evolution, uniting industry leaders to guide Retail Media's development, shape best practices, and drive meaningful change. Key focus areas include standardisation to professionalise the Retail Media industry and overcome fragmentation; definitions and education to elevate everyone's understanding and knowledge; and market insights to equip stakeholders with the latest facts and figures. Check out IAB Europe’s Retail Media Hub to see some of the recent developments and materials including Measurement Standards for On-Site & Off-site Retail Media, In-Store Retail Media Definitions & Standards, a new Retail Media Glossary , and a dedicated podcast series interviewing members of the committee including Paul Wright, Head of International at Uber Advertising and Jessica Wegner, Senior Vice President Retail Media at Douglas.
A core group associated with our Committee is the Retailer Leaders Council - a dedicated forum for trusted exchange between retailers that fosters collaboration, drives the development of standards, and supports the growth of Retail Media across Europe.
We are therefore pleased to announce that REWE Group, JustEat, Tesco Media and Insight Platform, and OBI First Media Group have recently joined the committee and Council, adding valuable expertise, fresh perspectives, and a shared commitment to collaboration in 2025 and beyond.
REWE Group Retail Media Connect: Driving Progress Through Collaboration
Christian Raveaux, Head of REWE Group Retail Media Connect, explained their motivation for joining:
"We joined IAB Europe to actively contribute to developing standards and best practices that will shape the future of Retail Media. The Retail Media Work Track offers an essential platform for collaborating with industry leaders, sharing knowledge, and driving innovation. This year, our focus includes enhancing measurement capabilities, increasing transparency, and leveraging first-party data more effectively. We look forward to exchanging insights, building strong partnerships, and contributing to a more efficient and future-proof retail media ecosystem."
Christian's statement highlights the significance of collective action in building a robust foundation for Retail Media's future.
OBI First Media Group: Customer-Centric Marketing Through Collaboration
Patricia Grundmann of OBI First Media Group emphasised the value of community and shared purpose:
"At OBI First Media Group, we view Retail Media as a win for retailers, brands, and, most importantly, customers. Within IAB Europe, we aim to collaboratively shape the future of digital marketing by joining forces, sharing expertise, and building something greater together."
This emphasis on collaboration and customer value perfectly embodies the spirit of the Retail & Commerce Media Committee's work.
As Retail Media continues to expand across Europe, shaping its future thoughtfully and inclusively becomes increasingly important. Our Retail & Commerce Committee provides a platform for contribution, connection, and leadership. For more information, contact Marie-Clare Puffett - puffett [at] iabeurope.eu or Liz Haines - haines [at] iabeurope.eu.
Ready to Get Involved? Whether you're a retailer, advertiser, or technology provider, your voice is essential in defining the future of retail and commerce media. Join us and be part of a community dedicated to building better standards, stronger partnerships, and greater impact together.
