Retail Media has moved from an emerging opportunity to one of digital advertising's most important growth drivers. Across Europe, retailers are expanding their capabilities, brands are increasing investment, and agencies and technology partners are building the infrastructure needed to support a more sophisticated market.
But growth alone is no longer enough.
That's the premise behind this year's Retail Media Impact Summit, returning to Amsterdam on 7th October 2026 under the theme "Beyond the Boom: The Next Chapter of Retail Media Growth." Following a sold-out first edition, the agenda is built around the questions the industry is now asking itself: What does good look like? How should success be measured? And how can Retail Media keep growing in a way that benefits the full ecosystem?
The day is structured around the priorities defining the next phase of Retail Media growth:
Crowdsourcing the Future: The AI in Retail Media Town Hall with Particular Audience — An interactive, topic-by-topic briefing with live audience polling throughout. The best place to get a real-time view of where AI adoption in Retail Media stands today.
Five Big Questions About Agentic Commerce with Koddi — Agentic commerce is one of the most talked-about topics in retail and commerce media. Koddi will lead this interactive session, using the latest research to challenge industry assumptions and separate real value from hype. Attendees leave with a clearer view of what's worth prioritising now.
Measurement and standardisation — As budgets scale, so does the pressure to prove ROI consistently across retailers and markets. Expect discussion on what common measurement standards could look like, and why the industry still struggles to agree on them.
Omnichannel Retail Media growth — In-store, off-site and on-site activation are converging. Sessions will explore how retailers and brands are joining these channels up into a single, coherent strategy rather than treating them as separate budgets.
AI and automation — From campaign optimisation to inventory and bidding, AI is reshaping how Retail Media operates day to day. The agenda digs into where adoption genuinely delivers value today, versus where it's still more promise than practice.
Data collaboration — Retailer first-party data sits closest to the point of purchase, but it only creates value when it's turned into real insight. Discussions will focus on how brands and retailers are practically sharing and activating that data together.
Brand–retailer partnerships — Beyond the media buy, what does genuine collaboration between brands and retailers look like? Sessions will look at how the strongest partnerships are structured and what makes them sustainable.
Market maturity and sustainable growth — With rapid expansion behind it, the industry is turning to the harder work of building durable, long-term commercial models rather than chasing short-term growth.
Further sessions on these themes, including confirmed speaker sessions, will be announced as the agenda continues to build.
Whether you're a retailer scaling your Retail Media Network, a brand investing in commerce media, an agency advising clients, or a technology partner supporting the ecosystem, the agenda is designed to help you understand where the market is heading and what it means for your business — with practical insight and actionable takeaways rather than just growth-stage hype.
Amsterdam is the natural meeting point for Europe's Retail Media community; connected, international, and at the heart of a dynamic digital and commerce market. It's the right setting to turn these agenda topics into real conversations and real relationships, in a way a webinar or report can't replicate.
Tickets for last year's Summit sold out quickly, and momentum is already building for this edition. IAB Europe members are eligible for discounted tickets, contact the team at communication@iabeurope.eu for details.
We're grateful to our sponsors: Koddi, Moloco, Particular Audience, Zitcha, MediaMarkt Saturn, Mirakl Ads, LiveRamp and Advertima for their support in making this event possible.
Join us in Amsterdam on 7th October 2026.
