As Retail & Commerce Media continues to mature across Europe, 2026 is already shaping up to be a defining year for the ecosystem. To start the year strong, our first Retail Media Spotlight of 2026 brings together the latest standards, tools, training, and thought leadership from across our Retail & Commerce Media Committee.
This edition marks the launch of two major industry releases, designed to tackle some of Retail Media’s most persistent challenges: measurement consistency and creative complexity. Alongside these updates, you’ll find new opportunities to build skills, engage with peers, and stay ahead of the trends shaping Retail and Commerce Media investment in the year ahead.
Measurement remains one of the biggest barriers to growth in Retail & Commerce Media, and we’re tackling it head-on. The newly released Commerce (Incl. Retail) Media Measurement Standards V2 deliver clearer definitions, a streamlined measurement funnel, and robust guidance on incrementality, new-to-brand, and sales reporting. Shaped by real-world industry feedback, the standards drive greater consistency and comparability across retailers and markets, helping unlock more confident, measurable commerce media investment.
Bring the standards to life with ourRetail Media Certification Programme. Retailers and ad tech partners can demonstrate audited compliance with our measurement standards, giving buyers greater confidence and transparency. A six-month transition period allows compliance with either V1 or V2 measurement standards until the end of July 2026, making now the ideal time to start your certification journey.
For more information, follow the link below, or contact us at retailmediastandards@iabeurope.eu.
Creative complexity is slowing Retail Media down, and our new Flexi Ad Sizes Guidelinesare here to fix it. Developed with Tesco Media, the guidance introduces four flexible aspect ratios for static display ads and is designed to work seamlessly across screens and environments. The result? Faster activation, fewer custom builds, and access to bigger budgets, without sacrificing creativity.
Get up to speed with Retail Media by joining our Retail Media Essentialsonline training on Thursday, 5th March. This interactive, online course covers the core building blocks of Retail Media, from ecosystem fundamentals and omnichannel strategy to measurement best practices. Ideal for brands, agencies, retailers, and ad tech professionals looking to turn insight into action in 2026.
As a member, you’re entitled to a 20% discount. Contact the team at communication [at] iabeurope.eu for more details.
To support media buyers in navigating the Retail and Commerce Media landscape, we’ve released the latest and most up-to-date edition of our Pan-European Retailer Digital Advertising Capability Map. Now including 27 retailers, it provides a clear and comprehensive view of retailer advertising capabilities across Europe.
Mark your calendar for 21st April at 14:00 CET when the highly anticipated virtual edition of our Great Debate: Retail Media returns. Join industry leaders for Oxford-style debates, interactive panels, and spotlight sessions tackling the biggest questions in Retail & Commerce Media today. Keep your eyes peeled for more details coming soon here, and secure your spot below.
This week, we announced the re-election of Jason Wescott (WPP Media) and Patricia Grundmann (BVDW) as Chair and Vice-Chair of our Retail & Commerce Media Committee for a further two-year term. First appointed in January 2024, they have led major progress, including pan-European Retail Media Measurement Standards, the Retail Media Certification programme, and the Retail Media Impact Summit. In their new term, they will continue driving collaboration, standards, and growth across Europe’s Retail & Commerce Media ecosystem.
What’s next for Retail & Commerce Media? Our latest Q&A blog dives into the biggest strategic shifts shaping the year ahead. From measurement and media formats to data, AI, and ecosystem expectations, Committee members share practical insights and predictions you won’t want to miss.
