Our Industry Development & Insights Director, Marie-Clare Puffett, shares her thoughts on the growth areas identified in our recent Attitudes to Digital Advertising Report and how progress can be made through industry collaboration and the ability to address persistent measurement fragmentation.
IAB Europe’s Attitudes to Digital Advertising Report provides one of the clearest signals yet that the digital advertising ecosystem is entering a new phase of maturity. Investment is rising, programmatic adoption is deepening, and emerging channels are gaining strategic prominence. Yet the findings also reveal a set of foundational inconsistencies that risk slowing the industry at precisely the moment when alignment is needed most.
As the market develops, four forces stand out as the most significant drivers of future growth: Connected TV (CTV), Retail & Commerce Media, the convergence of these two environments, and the accelerating impact of AI. Each represents a major opportunity, but each also depends on the industry’s ability to address persistent measurement fragmentation.
The report confirms what many in the industry already recognise: CTV is poised to become one of the most influential channels in the European media landscape. Nearly seven in ten respondents identify it as a key growth area, with agencies and ad tech particularly confident in its potential.
However, the data also highlights a critical barrier. CTV remains hampered by inconsistent measurement practices, limited transparency, and a lack of shared technical standards across broadcasters, OEMs, platforms, and intermediaries. High levels of “don’t know” responses in programmatic adoption and measurement metrics underscore the depth of this fragmentation.
If CTV is to fulfil its role as a premium, high‑attention environment capable of driving both brand and performance outcomes, the industry must prioritise alignment on measurement frameworks, interoperability, and independent verification. One of the key challenges unpacked at our recent CTV Workshop. Without this, CTV risks becoming a high‑value channel that cannot scale with confidence.
Retail and Commerce Media continues to gain momentum, and the report reinforces why it is becoming central to modern media planning. As organisations seek more accountable, data‑driven investment strategies, commerce environments offer a compelling proposition:
These capabilities are increasingly essential as advertisers face pressure to demonstrate ROI and navigate a more privacy‑constrained ecosystem. The report shows that stakeholders across the value chain recognise this shift, with strong expectations for continued growth.
Commerce Media is no longer an add‑on. It is becoming a strategic pillar, influencing audience planning, creative development, and measurement frameworks across the full funnel.
While CTV and Commerce Media are powerful individually, their combined potential is far greater. The convergence of premium video environments with commerce‑driven data and closed‑loop measurement represents one of the most significant opportunities for the industry in the coming years.
CTV offers:
Commerce Media offers:
Together, they create the conditions for full‑funnel, measurable advertising. A long‑standing ambition for the industry.
However, this opportunity is contingent on resolving the measurement inconsistencies highlighted in the report. Without a unified approach to CTV transparency and comparability, the full value of commerce‑driven video cannot be realised.
AI emerges in the report as a major driver of innovation, particularly among advertisers. Yet its impact extends far beyond optimisation or automation. AI is reshaping the fundamental architecture of digital advertising:
AI is becoming the connective tissue that enables more dynamic, data‑driven, and adaptive advertising systems. In channels such as CTV and Commerce Media, where data richness and complexity are high, AI will be instrumental in unlocking scale, precision, and efficiency.
But AI’s effectiveness depends on the quality and consistency of the underlying data. Fragmented measurement frameworks limit not only human decision‑making but also the potential of AI‑driven optimisation.
The report paints a picture of an industry with strong momentum and clear opportunities ahead. Yet it also highlights a fundamental truth: growth in CTV, Commerce Media, and AI‑driven advertising will only be realised if the industry addresses its core measurement inconsistencies.
The next phase of digital advertising will be defined by the convergence of channels, data, and technology. To unlock this future, the ecosystem must commit to shared standards, transparent measurement, and cross‑industry collaboration.
If we get the foundations right, the combination of CTV, Commerce Media, and AI has the potential to reshape the European digital advertising landscape for the better.
To dive into the results further, why not join our Key Findings from the Attitudes to Digital Advertising Report webinar on 25th February at 12:00 CET. Click here to register your space today.
