Nicole LalevaRetail Media digital advertising investment in Europe is projected to reach €29 billion by 2028, highlighting the significant and growing influence of Retail and Commerce Media on the digital advertising ecosystem. To support media buyers in navigating this rapidly developing space, IAB Europe has been publishing a Pan-European Retailer Digital Advertising Capability Map since 2024. The latest version is now available in a new interactive format.
This unique resource - the first of its kind produced by an industry association - showcases the digital advertising capabilities of retailers and Retail Media Networks (RMNs) across Europe, covering sectors such as grocery, beauty, fashion, and marketplaces.
The interactive map provides a comprehensive overview of the on-site, off-site, and in-store Retail Media opportunities offered by participating retailers and RMNs operating across the region.
The map also includes key information on available targeting and measurement capabilities, aligned with our Commerce (incl. Retail) Media Measurement Standards v2 for Europe and the In-Store Measurement Standards developed in collaboration with the IAB.
Interested in joining the Retailer Capability Map or learning more about our work? Contact our Senior Director, Industry Development & Marketing at puffett [at] iabeurope.eu to get involved.
