Sneak Preview: Retail Media Impact Summit, Amsterdam - 24th September, 2025

Our inaugural Retail Media Impact Summit is set to bring together 150 senior decision‑makers on the 24th September! From leading retailers and brands to cutting‑edge ad tech and market influencers, there will be a full day of insights, collaboration, and innovation.  Held at the historic Tobacco Theatre in Amsterdam and organised in partnership with VIA, the Netherlands’ national media trade association, this summit reflects the region’s reputation for strong partnerships, data‑driven retail innovation, and open standards.

What’s on the Agenda?

• Morning keynotes include a macroeconomic outlook from our Chief Economist, Daniel Knapp, a keynote on the opportunity to lead with Managing Director, Adaptive Retail Group & Chief Strategist, Vantage, Drew Cashmore, and a high-impact fireside chat.
  
• Nine breakout sessions span six core themes, led by IAB Europe and headline sponsors Koddi, TikTok, and Zitcha:

1. Incrementality Measurement - Attendees will gather to review our upcoming Incrementality Measurement Guidelines and what else is needed to advance this space.

2. Retailer First‑Party Data & Clean Rooms - Participants will discuss key features for an industry whitepaper, tackle challenges in off‑site data collaboration, and discuss the future of first-party data and clean rooms.

3. Evolution of On‑Site Opportunities  - This session will explore case studies from retailers to identify common themes and best practices.

4. The Duo Effect – Retail Media & CTV - The expansion of Retail Media closely parallels the growth of CTV. Led by our Chief Economist, Daniel Knapp, this interactive workshop will explore the interconnection between these mediums, along with the opportunities and challenges they present. 

5. Evolution of Industry Standards for Commerce Media  - The rise of Commerce Media necessitates a clear understanding of its distinctions from Retail Media. In this round table, Commerce Media players will discuss the evolution of measurement standards for Commerce Media platforms. 

6. Digital In‑Store Buying and Measurement -  Finally, this session will examine how changing buying models (programmatic vs. direct) impact Retail Media growth. Participants will explore audience creation and activation in-store across various formats, and advanced strategies for leveraging digital screens through dynamic content, precise scheduling, and integrated data.

More agenda highlights and session details will be announced soon - stay tuned!

Who is Speaking

Our Summit brings together a stellar lineup of industry pioneers and thought leaders who are shaping the future of Retail Media in Europe and beyond. You’ll hear experts including:

• Dr. Daniel Knapp, Chief Economist, IAB Europe
  An advertising and media analyst with over 15 years of experience, Daniel will provide a high-level macroeconomic outlook and lead our workshop on Retail Media & CTV.
  
• Drew Cashmore, Managing Director, Adaptive Retail Group & Chief Strategist, Vantage
  One of the original architects of Walmart Connect, Drew has scaled multi-billion-dollar Retail Media businesses globally. He now consults with leading retailers, offering cutting-edge strategy on monetisation and orchestration.
  
• Jason Wescott, Global Head of Commerce Solutions, WPP Media & Chair, IAB Europe’s Retail & Commerce Media Committee
  With a track record leading commerce strategy at Hasbro, Publicis, and now WPP, Jason brings a wealth of experience from both the buy and sell sides.
  
• Patricia Grundmann, VP of Retail Media, MD OBI First Media Group & Vice Chair, IAB Europe’s Retail & Commerce Media Committee
  Patricia brings a retailer’s perspective to the forefront, leading one of Europe’s most advanced Retail Media operations.
  
• Yara Daher, Independent Retail Media Consultant
  Yara has hands-on experience across multiple markets and has been fundamental to the development of our Retail Media standards. She will contribute insights into digital in-store measurement, audience strategy, and the future of retailer and brand collaboration.
  
• Marie-Clare Puffett, Industry Development & Insights Director, IAB Europe
  As a leader of our Retail & Commerce Media work and with nearly 15 years of experience leading industry collaboration and development, Marie-Clare will co-host sessions that bring together different perspectives to align on industry standards and best practices. 

Keep your eyes peeled for more speakers to be revealed soon!

Format & Engagement

Attendees will experience a mix of plenary and intimate workshop formats:

• A lively mix of presentations, small‑group discussions, interactive roundtables and workshops, live Q&As, and communal white paper drafts. All with plenty of opportunity for attendee input and debate!
  
• Hosted by our team members, supported by topic‑specific leads and headline sponsors.

Plenary Insights & Networking

Between sessions, participants have the opportunity to connect during networking breaks and lunch, as well as at our evening networking dinner that will bring the day to a close. 

The day has been curated to maximise peer‑to‑peer learning, insight exchange, and forging cross‑sector partnerships.

Why This Matters & You Should Be There

As on-site Retail Media spend in Europe topped €10 billion in 2024 and is poised for continued double‑digit growth, common measurement frameworks and standards are critical to scale responsibly. Whether it’s standardising ad formats, incrementality measurement, or clear commerce vs. retail definitions, the future success of Retail Media depends on collaboration. And Amsterdam provides the perfect setting to drive progress. 

Still haven't secured your place? Register today!