[Watch on Demand] Attitudes to Retail Media – Results Webinar

As Retail Media continues to grow across Europe, so do the questions around investment, measurement, partnerships and the role of AI.

On 3rd November, we revealed the full findings of our latest Attitudes to Retail Media Report, bringing together industry leaders to explore what the data means for the market and for planning in 2027.

The virtual event unpacked the numbers behind Europe’s Retail Media market, from shifting buyer and seller priorities to investment trends, measurement challenges and the growing role of AI. It was followed by a live panel discussion reacting to the findings.

The session was hosted by Jason Wescott, Global Head of Commerce Solutions at WPP Media and Chair of IAB Europe’s Retail & Commerce Media Committee. He set out the purpose of the survey: to give the industry a clear, data-driven picture of where the market stands, where investment is heading and what’s driving Retail Media forward.

Key Findings: What Does the Research Reveal?

Anita Caras, Founder & Principal Consultant at Caras Consulting, presented the key findings from this year’s survey. The survey captures the views of both buyers and sellers across Europe.

Now in its third year, the Attitudes to Retail Media Report takes the pulse of the industry. This year it draws on insights from 150 buy-side and sell-side respondents, and for the first time it includes perspectives from MENA alongside Europe. The picture is of a market gaining momentum, with growing expectations around measurement, accountability and innovation.

Key highlights:

• Partnerships are deepening. 71% of European buyers have partnered with retailers for over a year, up from 64% in 2025 and 51% in 2024.
• Investment remains strong. 73% of buyers have increased their Retail Media investment over the past 12 months.
• Measurement remains a major priority. 61% of European buyers identify a lack of measurement and reporting as a barrier to further investment.
• AI is opening up new opportunities. 68% of sellers plan to develop AI-powered campaign management and optimisation capabilities over the next 12 months.

And that’s just the beginning. The full report goes deeper into changing buyer expectations, the measurement capabilities sellers are prioritising, the role of first-party data, and emerging opportunities in AI and agentic commerce.

The report was developed by IAB Europe’s Retail & Commerce Media Committee, with quantitative analysis by Caras Consulting and independent qualitative research by Ascentinel. LuckyCart and Mirakl Ads supported the qualitative research as sponsors.

Panel Discussion: Reacting to the Findings

With the numbers on the table, it was time to hear how they compare with what’s happening in the market. Jason Wescott was joined by:

• Patricia Grundmann, Managing Director at OBI Advertising and Vice-Chair of IAB Europe’s Retail & Commerce Media Committee
• Nicolas Trannoy, Chief Strategy & Marketing Officer at Lucky cart
• Yara Daher, Retail Media Consultant at Mirakl Ads
• Marie-Clare Puffett, Senior Director, Industry Development & Marketing at IAB Europe

Bringing together retailer, technology, agency and industry perspectives, the panel gave an honest take on the findings: what surprised them, what rang true, and where buyers and sellers still don’t quite see eye to eye.

The conversation moved from what’s driving budgets into Retail Media to what it will take to unlock the next wave of investment, with measurement and trust never far from the discussion. The panel also looked at how retailers can grow their media offering without compromising the shopper experience, and shared where they see the biggest opportunities over the next 12–18 months.

Curious to hear where the panel landed? Watch the full discussion to get their take.

The Bigger Picture

The findings show a Retail Media market that keeps maturing, with deeper partnerships, sustained investment and growing ambitions around AI. Measurement, however, remains the key barrier to further growth.

As buyers and sellers plan for 2027, building trust through better measurement, clearer standards and stronger collaboration will be essential to unlocking the channel’s full potential.

Retail & Commerce Media Committee

For more information on the work of our Retail & Commerce Media Committee and how you can get involved, please get in touch with our Senior Project Manager, Ioana Mardare, at mardare [at] iabeurope.eu.