In this blog post, our Industry Development & Insights Director, Marie-Clare Puffett, reflects on the incredible work and growth of our Retail & Commerce Media Committee since its inception, three years ago. See what she has to say below.
What started as a small working group within IAB Europe has turned into a dynamic committee that represents a broad range of retailers, Retail Media Networks (RMNs), ad technology companies and brands. It is no surprise, really, given that Retail Media has emerged as the fastest-growing segment in Europe's advertising landscape, boasting an impressive 21.1% revenue growth. It now commands a significant share of digital advertising budgets, with one in every five Euros spent online going toward retail media campaigns. The market's total value has surged to €13.7 billion, underscoring its rising influence and strategic importance for brands and retailers across the continent. You can view all of our latest stats here.
So, what role has our Retail & Commerce Media Committee played in this evolving landscape?
It’s been nearly three years since the group was set up, and here are three core areas I would like to highlight and celebrate:
1. Redefining Measurement: Leadership in Retail Media Accountability
Our measurement standards and associated certification programme are leading the way in driving Retail Media consistency and transparency. Media buyers have been calling for more accountability and clarity from RMNs, and we have worked closely with all stakeholders to deliver the following:
2. The Forum for Industry Collaboration to Shape Retail Media’s Future
Through our multi-stakeholder committee and Retailer Council, we are enabling the conversations that matter in the future of Retail and Commerce Media. Additionally, our inaugural Retail Media Impact Summit ignited a collaborative dialogue poised to reshape the future of Retail Media across Europe. By bringing together industry leaders, innovators, and visionaries, we laid the groundwork for actionable strategies and partnerships that will drive measurable impact and sustainable growth. From the development of standards through to how core concepts are defined, this collaborative work is imperative to the scalability and success of Retail and Commerce media.
3. Insights that Define the Retail Media Landscap
From our market growth, size and forecasting updates from our Chief Economist to our annual Attitudes to Retail Media report, we are ensuring the industry has the insights that define how the market is performing and what challenges need to be addressed.
Of the work of the committee, Jason Wescott, Chair of IAB Europe’s Retail & Commerce Media Committee and Global Head of Commerce Solutions, WPP Media, said: "From the very beginning, our vision for the Retail & Commerce Media Committee has been bigger than any single initiative - it’s about igniting a movement built on trust, collaboration, and shared insight, empowering retail media to truly flourish across Europe. By setting bold standards, sparking meaningful dialogue, and delivering market-leading intelligence, we’re not just keeping pace with the industry’s growth — we’re helping to lead it with purpose."
Under the guidance of our Chair, Jason Wescott, Vice-Chair, Patricia Grunmann, and Retail Media Consultant, Yara Daher - alongside the active collaboration of all of our members - we’ve begun laying the critical foundations for Retail and Commerce media to flourish across Europe.
For more information about our initiatives and to explore how you can get involved, visit our Retail Media Hub, or contact me directly at puffett [at] iabeurope.eu.
