Retail Media continued its rapid growth in 2025, reaching €13.3 billion and, for the first time, accounting for more than 10% of total digital advertising spend in Europe.
It has become one of the fastest-growing and most closely watched areas of the industry. But as the market matures, the conversation is changing. The industry is no longer simply asking how quickly it can grow. The focus is increasingly on how it can grow well: with stronger measurement, greater collaboration, more connected strategies and sustainable commercial models.
On 7th October, the Retail Media Impact Summit will return to Felix Meritis in Amsterdam, bringing Europe’s Retail & Commerce Media community together to explore exactly that.
Following a sold-out first edition, this year’s Summit returns under the theme Beyond the Boom: The Next Chapter of Retail Media Growth.
Here is what you can expect from the day.
The Retail Media Impact Summit is designed to be more than a day of one-way presentations.
Through interactive sessions, live audience polling and open discussion, attendees will be able to challenge ideas, share their experiences and contribute to the conversations taking place on stage.
Whatever your level of Retail Media maturity, you will hear how organisations across Europe are tackling similar challenges, and have the opportunity to add your own perspective.
The Summit will look beyond growth headlines to examine the questions that now matter most.
How can brands compare performance across different Retail Media Networks? What will it take to connect on-site, off-site and in-store activity? Where is AI already creating genuine value? And how can retailers build propositions that deliver long-term value for advertisers and customers?
The day will begin with our Chief Economist, Dr Daniel Knapp, providing a data-led overview of the European Retail Media market and the economic and investment trends influencing its next chapter.
From there, speakers from across the ecosystem will share honest perspectives on where progress is being made, where challenges remain and what the industry needs to prioritise next.
Retail Media’s next phase can’t be driven by one part of the ecosystem alone. It will depend on retailers, brands, agencies, technology companies and industry bodies developing a clearer understanding of one another’s expectations, pressures and priorities.
The Summit will bring those different voices together, giving you access to practical insight and first-hand experience from the people building, investing in and advancing Retail Media across Europe.
Confirmed speakers include senior leaders from WPP Media, Booking.com, Particular Audience and MediaMarkt Saturn, with more names still to be announced.
We’ll explore all of the hottest topics of the moment, including measurement, omnichannel, data collaboration, AI, automation and sustainable market growth.
The goal is not simply to discuss where the industry may be heading. Sessions will examine what organisations can do now, with practical insights and examples that you can apply within your own businesses.
By the end of the day, you can expect to leave with a stronger understanding of:
The Summit will bring senior leaders from across Europe’s Retail Media ecosystem together in one place.
Connect with decision-makers from retailers, brands, agencies, technology companies and industry bodies, strengthen existing relationships and start new conversations.
With leaders from across the market in the room, the connections made between sessions could be just as valuable as the insights shared on stage.
Retail Media’s next chapter will demand more than continued investment. It will require shared definitions, comparable measurement, stronger partnerships and a clearer understanding of where emerging technologies can deliver genuine value.
The Retail Media Impact Summit offers an opportunity to step back from day-to-day developments, contribute to the wider industry conversation and consider what sustainable and effective growth should look like.
The Summit takes place on 7th October 2026 at Felix Meritis in Amsterdam.
Last year’s inaugural event sold out, and momentum is already building for this year’s edition.
Join Europe’s Retail Media community as we move beyond the boom and explore what comes next.
IAB Europe members are eligible for discounted tickets. Contact communication [at] iabeurope.eu for more information.
