Social media investment across Europe is adapting in response to shifting budgets, updated platform standards, greater scrutiny on media quality, and the increasing presence of AI‑generated content.
To better understand what this looks like in practice, we’ve launched The State of Social Media Investment & Media Quality in Europe, a new research survey developed in collaboration with DoubleVerify.
The study is designed to capture how advertisers and media agencies are planning, measuring, and protecting their social media campaigns today, and to identify where the most significant challenges still lie.
The value of this research depends on the voices behind it. Your perspective will help us build a clearer, more grounded picture of how social media advertising is working across Europe today.
Specifically, the findings will explore:
This research is focused on real advertiser and agency experience, not assumptions,which is why participation from across the ecosystem is so important.
We’re looking for responses from advertisers and media agencies, particularly those involved in planning, buying, or overseeing social media campaigns.
The survey takes no more than 10 minutes to complete. As a thank you, participants can also enter a prize draw to win a €250 voucher. Take part in the survey or share it with relevant contacts below.
Institutionally, we have moved past the initial phase of AI novelty. The conversation is no longer about whether to adopt AI, but how to weave it into the fabric of the modern enterprise without unravelling the threads of governance and trust. As tools based on AI models become as ubiquitous as email, organisations face a critical pivot point. They can either treat AI policy as a defensive shield, i.e. a list of prohibitions designed to mitigate liability, or they can view it as "behavioural architecture" that guides the workforce toward smarter, safer innovation. The former creates blind spots; the latter builds capability.
The following perspective, authored by Wayne Tassie (Chair, IAB Europe Advertising & Media Committee) and informed by subject-matter expert Dimitris Beis (Data & Innovation Strategist, IAB Europe), argues that effective AI governance is not about restricting access, but about defining what "good" looks like in an era of automated judgement.
Disclaimer: The views expressed in this blog are the author’s own and are provided in their capacity as Chair. They do not represent the views of the author’s employer or any affiliated organisation.
Many contemporary organisations are rushing to incorporate AI applications to streamline operations, aiming to work cleaner, smarter, and faster. Yet, few have articulated a unified view of what a successful AI end-state actually looks like. Instead, we see a fragmented landscape across job functions and teams, with sentiment ranging from unbridled enthusiasm to deep scepticism.
From an organisational perspective, this fragmentation matters. Not because AI is "existential" or "transformative" - adjectives that often inflate the conversation - but because AI quietly alters how work gets done. When these tools begin to shape judgement, delegation, and accountability, treating them merely as productivity enhancements becomes a governance failure.
Organisational AI policy is no longer about whether employees should use AI tools. They already are, whether through mandate or individual preference. The real question is whether organisations intend to remain responsible for the outcomes as the boundaries between human judgement and AI-supported decision-making blur.
Guidance from the field: The IAB Europe Impact of AI on Digital Advertising Report(September 2025)confirms that usage is already pervasive, with 85% of respondents indicating their company uses AI-based tools for marketing purposes.
Crucially, the data reveals a heavy reliance on external vendors: respondents reported a split of roughly 60% third-party solutions vs. 40% proprietary tools. This dominance of third-party tools underscores why internal bans are often ineffective. If your policy doesn't account for the terms, data usage, and security of these third-party vendors, you are missing the majority of your actual risk surface.
A common misstep in early AI policies is framing these tools as neutral assistants. This leads to lightweight rules focused on access control, data security, and baseline compliance. While necessary, these controls are insufficient. They address surface-level risks while leaving deeper vulnerabilities untouched: the potential for misuse, over-reliance, and subtle exploitation.
AI tools do not simply accelerate tasks; they influence how individuals frame problems and navigate ambiguity. They often reward operational efficiency with "plausible fluency," creating an artificial sense of earned knowledge. Over time, this shapes organisational judgement itself. If we accept AI-assisted outputs without interrogating the reasoning behind them, accountability concentrates rather than dissolves. Delegating work to AI transfers decision logic to an algorithm, yet leaves humans answerable for the consequences. Viewed through the lens of governance, this is where serious AI policy begins.
Responding to uncertainty by banning third-party applications is often framed as prudence. In practice, it signals a trade-off between control and reality. The adoption curve of AI mirrors the social media cycle of the early 2000s; just as bans failed to stop social media usage, they are unlikely to prevent AI adoption in a world where it is culturally embedded.
Banning specific tools simply drives usage underground. Employees will continue to use preferred applications, but without shared standards, transparency, or the ability to collectively learn from errors. Critically, banning tools replaces judgement with prohibition, shifting the organisation away from responsible governance toward symbolic control. While this may feel safer, it ultimately erodes oversight.
AI is most often justified on efficiency grounds: faster retrieval, analysis, and execution. Far less attention is paid to the risk of "plausible fabrication", the propagation of inaccurate outputs that sound correct. In the race for efficiency, volume can easily displace quality.
AI makes it possible to sound informed and confident at scale, often without sufficient checks. When plausibility replaces validation, organisations incur significant reputational and strategic risk. Policies must therefore address overuse as much as misuse, encouraging open debate that challenges AI outputs.
Guidance from the field: According to IAB Europe’s AI Prompting Guide, checking organisational policies should be the first step before any AI-powered application is selected or deployed.
This isn't just bureaucratic box-ticking; it is about aligning with established partnerships and data-sharing rules early to avoid rework and issues such as the exposure of business-sensitive information.
Effective policy ensures that teams know which models are approved for specific types of work, preventing a situation where proprietary data is inadvertently exposed to a public model training set.
Many AI policies lean heavily on data protection and ethical principles. These are essential, but increasingly insufficient in a landscape where innovation outpaces policy cycles. Compliance frameworks are effective at preventing known harms but are less capable of managing emerging behaviours.
If the primary focus is merely mitigating data ingestion risks, the organisation misses the opportunity to reshape employee development. The ethical risk is not just limiting AI misuse; it is preventing the normalisation of AI dependency, which can lead to the gradual erosion of critical thinking and professional judgement.
Guidance from the field:
There is a disconnect between adoption and governance. While 85% of companies use these tools, the IAB Europe Impact of AI Report shows that only 43% have developed internal marketing-specific AI guidelines, and 18% operate with no formal AI governance at all. Furthermore, clarity from the top is often missing: only about one-third of respondents claim to receive buy-side guidelines on AI from their clients.
Effective AI policy should not read like a legal disclaimer; it should function as behavioural architecture. Good policy provides guidance rather than rigidity, allowing flexibility for individual preference while vigorously protecting proprietary data and decisioning integrity.
The irony is that strong AI policy requires human empathy. It must move beyond technical rules to focus on decision-making dynamics and capability building. When designed well, AI policy supports growth while mitigating risk through thoughtful governance rather than blunt enforcement. Organisations that fail to embed this narrative risk a negative trajectory. Not because they are careless, but because they neglect to build practices that strengthen, rather than hollow out, their workforce's capability.
Ultimately, AI policy is a signal to employees about what kind of thinking is valued. It should prepare the workforce for a future where AI expands individual bandwidth for learning rather than narrowing it.
AI is not a panacea for productivity issues. Without managerial guardrails, the efficiency it introduces can organically raise output expectations to unsustainable levels, risking burnout. Managerially, this requires sense-checking how AI is used and developing skills that guide healthy engagement with these tools. When supported by clear, regularly updated guardrails, AI policy reframes upskilling from enforcement to intent. It tells the workforce that judgement is taken seriously.
Guidance from the field:
Policy cannot succeed without training. The IAB Europe survey identifies "lack of internal expertise or training" as the single main barrier to AI adoption (cited by 45% of respondents), ranking even higher than integration difficulties or regulatory uncertainty. This suggests that policy must be paired with education. Simply telling employees what to do is insufficient if they lack the expertise to do it effectively. A policy that demands "human oversight" is meaningless if the human lacks the training to audit the machine.
The transition from "using AI" to "governing AI" is not a technical challenge; it is a leadership outcome. Organisations that succeed will be those that treat policy not as a set of brakes, but as a steering mechanism and managerial diagnostic signal. By moving beyond bans and anchoring leadership decision-making in behavioural intent, organisations will prevent AI from legitimising the erosion of human responsibility. The goal is not to automate the work we do today, but to define the standards of the work we will do tomorrow.
For more information on IAB Europe's AI work and how you can get involved, please contact our Data & Innovation Strategist, Dimitris Beis at beis [at] iabeurope.eu.
Connected TV (CTV) continues to accelerate across Europe, but its growth is still constrained by fragmented measurement, inconsistent standards, and limited transparency across the supply chain. Building on this, IAB Europe recently convened a dedicated CTV Measurement Workshop, bringing together leading sell‑side players to begin aligning on a shared framework for the region. That session underscored both the urgency and the opportunity: the industry is ready to collaborate, but foundational alignment is essential.
To explore these challenges further, and highlight the work already underway , members of our CTV Working Group shared their perspectives on today’s biggest gaps, the role of standards, and how certification can help build the trust and consistency needed for sustainable CTV growth across Europe.
A big thank you to the following contributors for sharing their thoughts:
Elisa Schwuchow, Co-Founder, SceneContext, representing BVDW
Sotiris Oikonomou, Managing Director, MarkApp
Joe Jackson, Ad Tech Executive, IAB UK
Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations, Comcast Advertising
Elisa: “One of the most critical gaps is the lack of granular, transparent data at the content level, specifically, show-level reporting. Without visibility into the actual content where ads appear, advertisers are flying blind when it comes to brand suitability, campaign effectiveness, and true contextual alignment. This is especially problematic in a fragmented European market, where different broadcasters, platforms, and device ecosystems create measurement silos. Contextual relevance - what someone is watching in the moment - matters deeply, especially on CTV, where attention is high and creative costs are significant. Bridging that content-level transparency gap is crucial for unlocking CTV’s full value.”
Sotiris: “The main issue is fragmentation, not data scarcity. Measurement standards vary across broadcasters, FAST platforms, OEMs, and CTV apps, making reach, frequency, and outcome comparison inconsistent. SSAI limits exposure validation, and cross-device attribution remains weak. As a result, measurement is often indicative rather than robust enough to support large-scale budget shifts.”
Joe: “We recently unveiled a new update to the TV+ profile of the IAB UK Gold Standard with the express purpose of promoting the implementation of foundational standards such as IAB Tech Lab’s OM SDK to help bridge measurement gaps. From recent consultations with our members about the update, it appears that gaps not only exist in the adoption of measurement standards, but crucially also in the awareness of these standards. The outcry of frustration around measurement gaps is clear; our job in 2026 will be to work with other trade bodies to promote some of the great illustrative and practical work by organisations like IAB Europe and IAB Tech Lab.”
Emmanuel: “For industry bodies, the focus continues to be on improving alignment across the video ecosystem and preventing the adoption of disparate tools and methodologies. The work is happening at different layers, from finding and setting common standards for CTV inventory to helping the industry evolve beyond simple metrics towards more meaningful, outcome-based measurement. Another key area of attention for industry initiatives is the coordination of privacy-safe measurement frameworks, as CTV continues to be hampered by data siloes and ineffective cross-platform measurement. All these efforts are aiming at enhancing consistency and independence in CTV measurement while reducing friction.”
Sotiris: “Industry bodies are focusing on standardisation over tooling. Work around OpenRTB for CTV, SSAI transparency, TCF consent signalling, and common definitions for viewability, and IVT is creating a shared technical baseline. This alignment allows commercial measurement solutions to operate more effectively across European markets.”
Joe: “Coming from a web display advertising background, it is often easy to overlook just how effective basic standards such as ads.txt or sellers.json are at helping buyers understand how their ads are reaching consumers. Correspondingly, it is of some concern that these initiatives are not nearly as ubiquitous in connected TV. It is my opinion that as digital TV continues to grow, advertisers will become ever more discerning with their campaigns, and when this happens, it will be crucial that we have established standards and methods of certification to endorse good practice and help maintain confidence in the ecosystem.”
Emmanuel: “Achieving independent certification of solutions and methodologies reinforces the industry's commitment to building the necessary unified and shared framework to support a fair and transparent digital advertising ecosystem. It is important that these initiatives are designed to bring the same level of accountability to the expanding CTV landscape that exists in TV. They represent an essential step for levelling the playing field while ensuring advertisers have access to the most streamlined path to quality and relevant supply.”
Sotiris: “Standards and certifications provide the trust layer in CTV. With server side delivery and complex supply paths, buyers need assurance around compliance, inventory quality, and comparability. Frameworks like TCF, OpenRTB 2.6, sellers.json, and schain enable transparency and accountability, which is essential for scaling institutional CTV budgets in Europe.”
To find out more about the work of our CTV Working Group and how you can get involved, please contact our Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
Welcome to your CTV Spotlight! We’re sharing the latest news and insights from IAB Europe and our CTV Working Group as Connected TV (CTV) continues to gain momentum.
From new guidance on transparency and measurement to fresh perspectives from industry leaders, this spotlight brings together the key developments shaping the future of CTV advertising in Europe.
CTV investment across Europe is accelerating, but challenges around transparency and consistent measurement remain. As buyers demand clearer outcomes and sellers look to prove value at scale, alignment has never been more critical.
This overview outlines the key challenges from both the buy-side and sell-side, and the practical steps we are taking to support a more transparent, measurable CTV ecosystem.
Last week, we held our second CTV Workshop in London, bringing together leading sell-side stakeholders to kick off deeper alignment on measurement and transparency across Europe. The session focused on the need for shared definitions, consistent core metrics, and a practical measurement framework tailored to CTV’s unique characteristics. With a strong appetite for collaboration, the workshop marked an important starting point towards building greater trust, consistency, and confidence in CTV advertising. Find out more in our write up below.
Building on the discussions from our second CTV Workshop in London, the focus now turns to how the industry can translate alignment into action.
In our latest Q&A, members of our CTV Working Group share their perspectives on the biggest gaps facing the market today, and how common standards and certification can help deliver the transparency, trust, and consistency needed to support sustainable CTV growth across Europe.
CTV emerged as one of the fastest-growing channels in our latest Attitudes to Digital Advertising report, reinforcing its growing role in the media mix.
We’ll be unpacking these key stats and more, and diving into what they mean for the market in our upcoming webinar. Find out more here and register below to secure your space.
To find out more about our CTV work and how you can get involved, please contact our Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
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.
We are excited to introduce the newly appointed leads of two pivotal Working Groups within our Advertising & Media Committee: the Addressability & Measurement Working Group and the Connected TV (CTV) Working Group.
As our industry continues to navigate rapid shifts in privacy, technology, and media consumption, these two Working Groups are essential in driving clarity, consensus, and practical guidance for the European digital advertising ecosystem.
Introducing the CTV Working Group Lead
As CTV continues to grow in importance for advertisers and publishers, the CTV Working Group supports the development and maturity of the CTV ecosystem across Europe. The group focuses on developing industry-agreed definitions, establishing measurement guidelines, and supporting the adoption of technical standards to enable a scalable and transparent market.
We are pleased to welcome Will Hunter, Director, SpringServe EMEA (Magnite), as the new Lead of this group, who will help guide our efforts in supporting the industry as it navigates ongoing change within the CTV advertising landscape. His leadership will be instrumental in driving collaboration, addressing key challenges, and supporting the continued growth and maturity of CTV across Europe.
Commenting on his newly appointed position, Will said, “I’m excited to step into the role for the CTV working group. The growth of Connected TV across Europe over the past few years has been both remarkable to watch and rewarding to be part of. As more digital-first platforms emerge, I’m looking forward to helping bring new and established players together, ensuring a unified and well-supported path as we enter the next stage of CTV development in Europe.”
Introducing the Addressability & Measurement Working Group Lead
The Addressability & Measurement Working Group supports stakeholders in understanding the impact of privacy regulations and in advancing new approaches to addressability and measurement. The group focuses on promoting privacy-first solutions and practical guidance to enable effective and responsible advertising.
We are pleased to welcome Monica Rodriguez Paz, Managing Director - Southern Europe, Utiq, representing IAB Spain, as the new group lead, who will help guide our efforts in supporting the industry as it navigates ongoing change in addressability and measurement. Her leadership will be instrumental in advancing the group’s work to support responsible, privacy-first addressability and measurement practices.
Of her new role, Monica commented, “I’m honoured to take on this new role leading the Addressability & Measurement Working Group at IAB Europe. Our industry is at a pivotal moment, where balancing innovation with consumer trust is more crucial than ever. Together with IAB Spain, I look forward to fostering collaboration and driving practical, privacy-first solutions that help build a more transparent, interoperable, and sustainable advertising ecosystem for all market participants.”
Interested in Getting Involved?
To learn more about the CTV and Addressability & Measurement Working Groups and how to get involved, visit our website or contact communication [at] iabeurope.eu.
Will Hunter - Director, SpringServe EMEA (Magnite)
A CTV specialist, Will's spent the last 9 years with Magnite (in its various forms as SpotX, Telaria, SpringServe). He spent 8 of those years in the US market, most recently leading OEM growth with clients such as LG and Vizio. My role had me straddling DSP, SSP, and Ad Server relations in order to provide a top level strategic understanding of the entire ecosystem.
Monica Rodriguez Paz - Managing Director - Southern Europe, Utiq - Representing IAB Spain
As Managing Director for Utiq in Southern Europe, Monica has driven the launch and growth of privacy-first addressability solutions, with her previous roles at Salesforce and Telefónica giving her a deep expertise in data-driven advertising ecosystems.
Throughout her career, Monica has led high-performing, multicultural teams and forged effective collaboration across brands, publishers, and technology partners. She combines strong commercial and strategic leadership with a commitment to responsible, innovative advertising practices.
Retail Media keeps growing, but for agencies, one problem hasn’t gone away: how do you confidently assess performance when measurement varies by retailer?
That was the starting point for our recent agency breakfast, hosted in partnership with one of our audit partners, ABC UK, earlier this week. Not a sales session. Not a product demo. Just an open conversation with leading agency representatives at the forefront of Retail and Commerce media.
As Jason Wescott, Global Head of Commerce at WPP Media & Chair of our Retail & Commerce Media Committee, set out at the start of the discussion, “Fragmentation is the enemy of scale”.
With Retail Media increasingly moving into core media plans rather than sitting in a silo, agencies are under growing pressure to compare performance, justify investment, and scale activity across retailers and markets. Doing that becomes extremely difficult if measurement is inconsistent across media networks.
Retail Media Certification didn’t appear overnight.
At the beginning of 2024, we brought together 15 Retail Media Networks (RMNs) to talk openly about shared measurement challenges. Everyone agreed on the problem - alignment was needed. This work led to the release of the first Retail Media Measurement Standards in April 2024.
The reaction was positive, but pragmatic. Agencies and buyers welcomed the standards, while asking a critical question: how does this improve day-to-day decision making?
That challenge directly informed the next phase. In October 2024, the Certification Programme was announced, setting out how retailers could be audited against the standards. Two retailers later entered a beta phase, helping shape how the process works in practice.
In 2025, certification expanded to include ad tech, and agencies were brought into the conversation through an initial roadshow. A key milestone followed in September, when the first RMN, Albert Heijn, achieved certification.
Earlier this year, Version 2 of the Measurement Standards was released, extending the scope beyond RMNs into Commerce Media, with quick commerce firmly included.
The breakfast provided an opportunity to step back and reflect on the journey so far and dive into the value of certification from an agency point of view.
Retail Media is no longer experimental. Budgets are real, and scrutiny is real, too.
As Jason noted during the discussion, “The biggest challenge is how we scale the process of buying, and that’s very difficult if we’re not speaking the same language.” Without consistent measurement, comparing performance across retailers becomes complex and time-consuming, limiting its ability to scale.
Industry standards and certification address this by providing a clear, independent reference point for evaluating performance. Audited standards make Retail Media easier to compare without adding layers of normalisation, help establish clear baselines, and protect buyers from opaque measurement practices.
When measurement is consistent, conversations move away from debating definitions and towards outcomes. That shift is critical for trust.
For agencies, certification is not abstract. It creates a clear reference point when evaluating Retail Media performance. It makes it easier to compare results across retailers, challenge numbers when needed, and defend recommendations in front of clients.
In practical terms, agencies are already using certification to reduce reconciliation cycles, support QBR discussions, inform RFPs and procurement decisions, and accelerate approvals. When everyone agrees on how results are measured, less time is spent validating the numbers, and more time is spent improving performance.
That came through clearly in the discussion.
Agencies sit at the centre of the Retail Media ecosystem, acting as the intermediary between retailers and brands.
With finite budgets and increasing focus on ROI, agencies have a responsibility to ensure Retail Media operates with the same professionalism and consistency as other verified channels. As Jason emphasised, “Agencies are stewards for a large amount of spend. Our job is to protect clients from inconsistencies.”
Certification directly supports that role. Certified retailers make life easier for agencies: budgets are simpler to justify, scaling is more straightforward, and multi-retailer campaigns become less risky. When measurement is independently verified, agencies are better placed to challenge results, optimise activity, and have more constructive conversations with both clients and partners.
As more retailers achieve certification, Retail Media begins to behave like a mature media ‘channel’ - comparable, defensible, and easier to plan against within a total media strategy.
A key part of the conversation focused on trust.
Andy Flint, Head of Business Development at ABC UK, highlighted the risks created by self-reporting in an area of this scale. When definitions and methodologies aren’t applied consistently, reporting diverges, confidence in the data drops, and the ability to scale investment is undermined.
Certification addresses this through an independent audit. Certification is not self-declared. Auditors work directly with the organisations being certified, operating under shared guidance to ensure consistency across the programme. Their role includes defining the audit approach, reviewing documentation and deliverables, and aligning with other auditors to ensure certification outcomes are consistent across the market.
That independent layer is what turns standards into something agencies can rely on. By creating a trusted, comparable baseline, an audit reduces uncertainty for buyers. As Andy put it, “As buyers, certification means you have fewer unknowns.”
The discussion also acknowledged a broader shift underway.
Historically, Retail Media has often been sold on features rather than value. Agencies agreed that standards and certification must be value-led, clearly articulating what good measurement enables, from comparability and scalability to proving incrementality.
There was also strong recognition that measurement capability is driven by the underlying tech stack, making the inclusion of ad tech within the certification framework essential. Greater transparency at this level will significantly improve brand understanding and confidence.
There’s no need to wait for the market to catch up.
Agencies can already ask retailers whether their measurement is certified, reference certification in RFPs and procurement discussions, and encourage uncertified Retail Media Networks to engage with the programme. Certification status can be used today as a signal of readiness for scaled, multi-retailer, or multi-market investment.
Education also emerged as a priority. Upskilling teams on metrics, clearly communicating what the standards mean, and reinforcing the agency's role as strategic advisors, not just buyers, were highlighted as important.
The message from the breakfast was clear.
For Retail Media to mature, it must be measured and audited with the same rigour as other major media channels. Standards create alignment, but audit creates confidence, enabling Retail and Commerce Media to be planned, evaluated, and scaled alongside other verified investments.
That independent layer is what turns standards into something agencies can rely on.
The Retail Media Certification Programme is open to all retailers and ad tech companies. Visit our Certification page to learn more about the programme, understand the audit requirements, and find out how to start the process today.
You can also email the team at retailmediastandards [at] iabeurope.eu.
Building on the momentum from our first CTV workshop in Brussels, we hosted our second Connected TV (CTV) Workshop in London, kindly hosted by FreeWheel.
The workshop brought together representatives from Amazon Ads, EGTA, FreeWheel, IAB UK, MFE, RTE, and Samsung Ads to continue sell-side industry discussions around CTV value, measurement, and standardisation.
The session opened with a fundamental icebreaker: how do we explain CTV in plain terms?
Participants broadly aligned on CTV as a modern form of television, combining the premium, big-screen viewing experience with digital-like flexibility and data. The discussion also reinforced that CTV is not a single, uniform environment, with delivery, buying, and measurement varying across broadcasters and platforms.
You can view our definition of CTV here.
FreeWheel opened the session with a presentation focused on how agencies are approaching CTV amid growing complexity and commercial pressure.
The presentation centred on:
Education remained a key theme, particularly in helping agencies:
Overall, CTV was positioned as a strong opportunity, provided the industry can align on consistent measurement and clearer value frameworks.
A central focus of the workshop was discussion around a proposed CTV measurement framework from IAB Europe, structured around must-have, should-have, and nice-to-have elements.
The discussion resulted in agreement that:
The discussion underscored the importance of balancing technical capability with practical adoption, ensuring the framework supports consistency while remaining flexible for different advertiser goals.
To close the session, EGTA provided a concise broadcaster perspective, emphasising the importance of alignment across the industry as CTV activity increases.
The key takeaway from the presentation was the need to ensure that any new measurement or reporting approaches are developed within a unified framework, helping to avoid further fragmentation across broadcasters, platforms, and markets.
This point reinforced the broader workshop discussion around the value of consistency and shared standards in supporting trust, comparability, and scalability in CTV.
The workshop concluded with agreement on the following next steps:
As CTV continues to scale across Europe, collaboration across agencies, broadcasters, platforms, and industry bodies remains essential. This second workshop marked another important step towards a shared approach to CTV measurement and transparency.
Looking ahead, we will continue this work through the CTV Working Group, bringing together stakeholders from across the ecosystem to further shape and refine the proposed framework ahead of the public comment phase.
Agencies, broadcasters, and media owners interested in contributing to upcoming workshops or learning more about this work are encouraged to get involved. To find out more or to express interest in participating, please contact our Industry Development & Insights Director, Marie-Clare, at puffett [at] iabeuorpe.eu for more information.
While 2026 is already well underway, we wanted to take a moment to reflect on the great work achieved through the Transparency & Consent Framework (TCF) in 2025, and to share what’s coming up next and how you can get involved. From continued ecosystem collaboration to meaningful progress on transparency and trust, 2025 marked an important year for the TCF. As we look ahead, it’s set to be an exciting year for the Framework, and we can’t wait to take you on this journey with us.
A clearer path forward with TCF v2.3
In 2025, we released TCF Version 2.3, a significant evolution of the Framework designed to clarify vendor disclosure. The update introduces a mandatory disclosed vendors segment in the TC String, giving vendors greater legal certainty around whether they were shown to users in CMP interfaces. A transition period is now underway, running until 28th February, after which all newly created TC Strings must comply with v2.3, marking a major step forward for transparency and trust across the ecosystem.
Read more in our article here.
Enhanced Device Storage & Operational Disclosures
Another important milestone was the update to the Device Storage Duration and Operational Disclosures specification. This update strengthens transparency by enabling vendors to provide clearer, more comprehensive disclosures around cookies and other storage mechanisms, including for non-TCF purposes and for Special Purposes. Vendors are also required to declare their SDK package identifiers for mobile environments where applicable. These changes support transparency for end-users and TCF participants..
Find out more here.
TCF Compliance Report
In order to provide the TCF Community with enhanced transparency over the functioning of the Compliance Programmes, IAB Europe has published last year its first annual report for 2024. The report presents the auditing mechanisms put in place by IAB Europe to monitor compliance of participants with the TCF Policies, the number of TCF participants that have been audited in 2024 and key findings from the TCF Compliance team. Stay tuned for the 2025 report that will be published in the coming months!
Find out more here.
As we move further into 2026, several developments will shape the next phase of the TCF.
The rollout of TCF v2.3 continues, with ecosystem participants expected to finalise technical updates ahead of the 1st March compliance deadline. Ensuring systems can correctly write, read, and process the disclosed vendors segment will be a key priority as adoption accelerates.
In parallel, an important regulatory milestone was reached earlier this month, when IAB Europe won its appeal against the Belgian Data Protection Authority’s (APD) January 2023 decision on the TCF. The Belgian Market Court found that the APD’s decision to validate the action plan was legally flawed and annulled it accordingly. As a result, the Belgian Data Protection Authority will now be required to take a new decision that reflects the narrower scope of IAB Europe’s joint controllership, as determined by both the European Court of Justice and the Market Court.
IAB Europe will continue to keep the market informed as the matter returns to the APD for further proceedings. Together, these developments support the continued development of a more transparent, robust, and sustainable Framework in the year ahead, and we’re looking forward to working closely with our community to continue its success in 2026.
For more information on the TCF, our work, and how you can get involved, please contact the team at framework [at] iabeurope.eu.
As Retail & Commerce Media continues to mature across Europe, 2026 is already shaping up to be a defining year for the ecosystem. To start the year strong, our first Retail Media Spotlight of 2026 brings together the latest standards, tools, training, and thought leadership from across our Retail & Commerce Media Committee.
This edition marks the launch of two major industry releases, designed to tackle some of Retail Media’s most persistent challenges: measurement consistency and creative complexity. Alongside these updates, you’ll find new opportunities to build skills, engage with peers, and stay ahead of the trends shaping Retail and Commerce Media investment in the year ahead.
Measurement remains one of the biggest barriers to growth in Retail & Commerce Media, and we’re tackling it head-on. The newly released Commerce (Incl. Retail) Media Measurement Standards V2 deliver clearer definitions, a streamlined measurement funnel, and robust guidance on incrementality, new-to-brand, and sales reporting. Shaped by real-world industry feedback, the standards drive greater consistency and comparability across retailers and markets, helping unlock more confident, measurable commerce media investment.
Bring the standards to life with ourRetail Media Certification Programme. Retailers and ad tech partners can demonstrate audited compliance with our measurement standards, giving buyers greater confidence and transparency. A six-month transition period allows compliance with either V1 or V2 measurement standards until the end of July 2026, making now the ideal time to start your certification journey.
For more information, follow the link below, or contact us at retailmediastandards@iabeurope.eu.
Creative complexity is slowing Retail Media down, and our new Flexi Ad Sizes Guidelinesare here to fix it. Developed with Tesco Media, the guidance introduces four flexible aspect ratios for static display ads and is designed to work seamlessly across screens and environments. The result? Faster activation, fewer custom builds, and access to bigger budgets, without sacrificing creativity.
Get up to speed with Retail Media by joining our Retail Media Essentialsonline training on Thursday, 5th March. This interactive, online course covers the core building blocks of Retail Media, from ecosystem fundamentals and omnichannel strategy to measurement best practices. Ideal for brands, agencies, retailers, and ad tech professionals looking to turn insight into action in 2026.
As a member, you’re entitled to a 20% discount. Contact the team at communication [at] iabeurope.eu for more details.
To support media buyers in navigating the Retail and Commerce Media landscape, we’ve released the latest and most up-to-date edition of our Pan-European Retailer Digital Advertising Capability Map. Now including 27 retailers, it provides a clear and comprehensive view of retailer advertising capabilities across Europe.
Mark your calendar for 21st April at 14:00 CET when the highly anticipated virtual edition of our Great Debate: Retail Media returns. Join industry leaders for Oxford-style debates, interactive panels, and spotlight sessions tackling the biggest questions in Retail & Commerce Media today. Keep your eyes peeled for more details coming soon here, and secure your spot below.
This week, we announced the re-election of Jason Wescott (WPP Media) and Patricia Grundmann (BVDW) as Chair and Vice-Chair of our Retail & Commerce Media Committee for a further two-year term. First appointed in January 2024, they have led major progress, including pan-European Retail Media Measurement Standards, the Retail Media Certification programme, and the Retail Media Impact Summit. In their new term, they will continue driving collaboration, standards, and growth across Europe’s Retail & Commerce Media ecosystem.
What’s next for Retail & Commerce Media? Our latest Q&A blog dives into the biggest strategic shifts shaping the year ahead. From measurement and media formats to data, AI, and ecosystem expectations, Committee members share practical insights and predictions you won’t want to miss.
Driving Measurement Clarity and Scalable Activation Across Retail & Commerce Media
Brussels, Belgium, 22nd January, 2026 - IAB Europe, the leading association for the digital advertising and marketing industry, has released two significant new resources designed to accelerate the maturity, scalability, and effectiveness of Retail & Commerce Media across Europe:
As Retail and Commerce Media investment continues to grow, advertisers, agencies, retailers, and ad tech providers are increasingly aligned on the need for consistent measurement frameworks and scalable creative solutions. IAB Europe’s latest guidance, developed with the Retail & Commerce Media Committee and our Retailer Leaders Council, aims to support this next phase of growth by addressing two of the sector’s most pressing challenges: how performance is measured and how creative is delivered at scale.
Commerce (Incl. Retail) Media Measurement Standards V2
Originally published in April 2024, the IAB Europe Retail Media Measurement Standards have now been updated following a public comment period from September to November 2025. The revised standards, now titled the IAB Europe Commerce Media Measurement Standards V2, reflect extensive industry feedback and the expanding scope of commerce-driven media.
The updated standards introduce several key enhancements, including:
The guidance also reinforces that a 30-day lookback window is the default for reporting, while still requiring retailers and ad tech providers to offer flexible, customisable options. Looking ahead, IAB Europe plans to expand the standards beyond quick commerce, with future editions set to include travel and finance media networks in 2026.
“Our research shows that a lack of standardisation remains the biggest barrier to Retail and Commerce Media growth,” said Jason Wescott, Global Head of Commerce Solutions at WPP Media & Chair of IAB Europe’s Retail & Commerce Media Committee. “The updated measurement standards are a direct response to this challenge, bringing greater clarity, consistency, and comparability to commerce media measurement, while still allowing the flexibility needed to reflect different business models and market maturity.”
To support real-world adoption, the standards are further underpinned by IAB Europe’s Retail Media Certification Programme, which enables retailers and ad tech partners to demonstrate audited compliance with the measurement standards. There is a six‑month grace period during which retailers and ad tech partners may comply with either V1 or V2 of the standards. This transition window runs until the end of July 2026.
Flexi Ad Sizes Guidelines
Alongside the measurement standards, IAB Europe is also introducing new Flexi Ad Sizes Guidelines for Retail Media Networks, designed to reduce the complexity caused by fragmented and non-standard ad formats across Retail Media.
Developed in collaboration with Tesco Media, the guidance recommends a set of four flexible aspect ratios for static display ads, designed to work seamlessly across devices.
The approach aims to reduce operational complexity, unlock broader budgets, and improve the customer experience, while preserving flexibility for innovation.
Commenting on the guidelines, Steve Shepherd, Head of Media Strategy & Consulting, Tesco Media, said,“It’s been great to work with IAB Europe and other retailers on the retail media flexible ad-size creative format. Aligning on a shared industry approach is critical to help retail media mature and scale. Ultimately, this new format will make creative easier to build and deploy across devices and, most importantly, deliver a better experience for shoppers.”
Both resources reflect IAB Europe’s ongoing commitment to collaboration, transparency, and practical standards that support the growth of Retail & Commerce Media across the ecosystem.
The updated Commerce Media Measurement Standards V2 and Flexi Ad Sizes Guidelinesare available on IAB Europe’s website. You can also access the FAQ document here.
To learn more about IAB Europe’s Retail & Commerce Media work and how to get involved, visit the Retail Media Hub or contact Marie-Clare Puffett at puffett [at] iabeurope.eu.
Brussels, Belgium, 20th January, 2026 - IAB Europe is delighted to announce that Jason Wescott and Patricia Grundmann have been re-elected as Chair and Vice-Chair of the IAB Europe Retail & Commerce Media Committee for the next two-year term.
Jason Wescott, Global Head of Commerce Solutions at WPP Media, and Patricia Grundmann, Chairwoman of Retail Media Circle, Bundesverband Digitale Wirtschaft (BVDW) e.V. and Vice President Media & Retail Media, Managing Director OBI First Media Group, were first elected to their leadership roles in January 2024. Under their guidance, the Committee has delivered significant progress in advancing pan-European definitions, standards, and industry resources that strengthen the Retail & Commerce Media ecosystem.
During their first term, Jason and Patricia delivered several landmark initiatives, including the launch of pan-European Retail Media Measurement Standards, progress on IAB Europe’s Retail Media Certification programme, and the successful delivery of the Retail Media Impact Summit. The Committee also grew its membership, welcoming new retailers, platforms, and technology partners to further enhance cross-industry collaboration.
In their new term, Jason and Patricia will continue to lead the Committee’s efforts to support cross-stakeholder initiatives, drive market understanding, and further develop frameworks that help the Retail and Commerce Media sector scale and thrive across Europe.
Jason Wescott, Chair of the Retail & Commerce Media Committee, commented, “I’m grateful to the committee members for re‑electing me as Chair; it’s a privilege to continue this work for another two years alongside Vice-Chair, Patricia Grundmann, and the fantastic team at IAB Europe. With collaboration, energy, and diligence, our committee will continue to raise the bar—driving trusted measurement, convening the industry at our Impact Summit, and delivering insights that create business value.”
Patricia Grundmann, Vice-Chair of the Committee, added, "I am honoured to have been re-elected to my role as Vice-Chair of the IAB Europe Retail & Commerce Media Committee. The progress we have made in our first term – particularly with pan-European measurement standards and the growth of our community – is a testament to our excellent collaboration. I look forward to continuing our efforts alongside Jason and the entire IAB Europe team to further scale and drive the success of the Retail and Commerce Media sector across Europe."
The Retail & Commerce Media Committee brings together leading retailers and Retail and Commerce Media businesses from across Europe to collaborate on definitions, guidelines, capability maps, measurement frameworks, and thought leadership. Members have already contributed to landmark resources, including pan-European definitions, the first industry-association-led Retailer Digital Advertising Capability Map, and Retail Media Measurement Standards, all available via the Retail Media Hub.
For more information about the Committee’s work and how to get involved, please contact IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
Jason Wescott, Global Head of Commerce Solutions at WPP Media
Jason, a luminary in Global Commerce at GroupM, possesses a dynamic 15-year journey, spanning b2b sales, E-Commerce, and Retail Media.
As the former European E-Commerce lead for Hasbro, he seamlessly transitioned his expertise to pivotal senior Commerce roles at Publicis Groupe and now WPP’s GroupM.
Jason's fervour lies in crafting global growth strategies that seamlessly integrate people, data, and AdTech. His client engagements have included Colgate-Palmolive, Amazon, Samsung, P&G, HP, Disney, and Vodafone.
Patricia GrundmannVP of Retail Media, MD OBI First Media Group
As an experienced leader in the retail media sector, Patricia has helped to build up and manage the OBI First Media Group over the past 6 years. First as Lead, as Head of, then as Director and currently as Vice President Retail Media and Managing Director, the topics of Business Strategy & Development, Product Development, Marketing and Leadership are close to her heart.
Before joining OBI, she was Head of Business Development & Partner Management at OTTO Group / shopping 24. For more than 3.5 years was Team Lead Sales & Marketing for moebel.de Einrichten & Wohnen AG, a subsidiary of ProSiebenSat1. She was able to develop her passion for the topics of communication, innovation and transformation as well as her passion for brands and people as co-founder of a consulting firm for ideation.
