With Interact 2025 just a few weeks away, we’re shining a spotlight on some of the must-attend sessions from this year’s agenda, including one of the hottest topics in digital advertising: Retail Media. From future-facing keynotes to hands-on insights from leading retailers, this year's programme offers a deep dive into the forces shaping the Retail Media landscape across Europe.
Taking place on 20th-21st May 2025 at nHow Brussels in Belgium, Interact is our flagship conference, bringing together leaders from across the digital advertising ecosystem. Under the theme ‘Digital Skylight – Clarity and Purpose for 2025 and Beyond’, this year’s event will explore how our industry can navigate a fast-changing landscape shaped by economic uncertainty, regulatory shifts, and technological advancements.
Find out more about the event here, and discover what to expect on the topic of Retail Media at the event below.
Joining the mainstage morning sessions, Colin Lewis will bring his wealth of knowledge and global perspective on Retail Media to the Interact stage. Colin’s talk is called “Retail Media Reloaded: Its time to talk about creativity, collaboration and effectiveness in Retail Media”
His keynote at Interact will offer an unmissable outlook on the Retail Media landscape in Europe, laying out how brands and retailers can create the next wave of impact in Retail Media.
Colin is from Retail Media Works, a consultancy that advises both brands and retailers on Retail Media strategies. He will be drawing from his direct experience working with brands and retailers around the globe such as Barilla, Fonterra, Optimum Nutrition, Superdrug, Very Group Ocado (UK) , Migros (Turkey), Cencosud (Chile), Terry White Chemmart (Australia) and the Warehouse Group (New Zealand) to address the hottest topics such as creativity, effectiveness, collaboration, and performance.
Colin is a long-standing thought leader in marketing around the world:
Talking about his keynote at the conference, Colin said:
"Retail media isn’t just growing — it’s growing up. And to grow up, Retail Media has to embrace its role in driving results for brands through creativity and effectiveness, at the same time as breaking down silos in both retailers and advertisers to drive collaboration. Drawing from my hands-on experience working with retailers and brands, I’m aiming to show the way forward for the next phase of Retail Media growth in Europe."
In the afternoon, the conversation will continue with a dedicated workshop session titled State of the Nation – Retail Media. This in-depth segment is designed to equip you with a clearer understanding of the forces shaping the space, highlighting everything from growth trajectories to practical opportunities.
Here’s what to expect:
Whether you’re a retailer, brand, agency, or tech provider, this spotlight is your gateway to understanding (and influencing) the future of Retail Media in Europe.
Interact 2025 isn’t just about thought leadership; it’s a place to connect, collaborate, and build the future together. With a packed agenda that includes the release of the AdEx Benchmark Results, deep-dive discussions, and evening networking events, this is one event you’ll want in your calendar.
Access Our Limited Time Offer: First come, first served - use the following code to get your tickets for €782 + VAT - iabeu10
View the Full Agenda
Check out the speaker lineup
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Anastasiya Baydachenko, CEO of IAB Ukraine, continues to share her firsthand experiences of navigating life and the digital advertising industry in Ukraine during wartime. This week, we have an update on the situation on the ground. As always, our thoughts are with our colleagues and the people of Ukraine.
On the 94th day after Donald Trump promised to end the war in 24 hours, Kyiv and several other cities in Ukraine were once again subjected to a massive attack.
215 air targets were launched by the aggressor, of which 112 were shot down, 68 drones were lost in location. This means 35 weapons reached their targets. The price is too high. Since the targets were civilian infrastructure, in particular, one ballistic missile directly hit a residential building, more than 75 people were injured in Kyiv alone, at least 8 people died, including 2 children from the same family.
The police and emergency services were the first to arrive. They are helping people to get out. People in pajamas, carrying pets, many injured. This house is completely destroyed and cannot be restored. In total, about 12 houses were damaged and 1 metro station, which has not yet been fully repaired after the previous attack, a private university and the central registry office. Debris from the downed targets damaged cars, non-residential buildings and a park area, several fires on the roofs of houses were extinguished.
Since the strike and until now, while emergency workers are clearing the rubble, here and there mobile phones are ringing from under the rubble. These are relatives and friends trying to contact those who lived in the completely destroyed house.
In the morning, a teacher and children came, whose classmate cannot be contacted. Every time someone is found, the children hope to see their classmate alive.
A soldier who returned from the front line lost his wife today, their 1.5-year-old daughter survived. Parents stand in tears near the fence of the crime scene, vainly calling their daughter.
From time to time, they hold a minute of silence. Fortunately, someone spoke up. There are still people under the rubble, 10 people cannot be reached. At 9 am, one man was pulled alive from the ruins of the house.
More than 30 people were hospitalised, including children. Dry statistics.
Each private tragedy of a family near that house is a painful reminder that the enemy is close. And the enemy is cynical and insidious. The enemy is targeting homes, energy infrastructure, hospitals, dams and food warehouses. And that we are being forced to come to an agreement with the enemy. But after 400 years of struggle, we know that this is impossible. Any agreement will be despised, turned into a blank piece of paper, every time the aggressor gathers strength for a new attack. There may be an illusion that we did not want peace badly enough, that we did not negotiate well, that we sent unprofessional people to the negotiations, or they were dressed in the wrong suits.
No, you simply cannot negotiate with this enemy. No one, ever.
And if it's hard to believe us Ukrainians, try to realise how quickly a modern missile would reach the western coast of Europe.
Retail Media has evolved from a trend to a cornerstone of digital advertising strategies in Europe. In 2023, Retail Media advertising in Europe grew by 22%, nearly four times faster than the total digital advertising market, which grew by 6%. Projections indicate that Retail Media advertising spend in Europe is set to reach €31 billion by 2028. As its importance grows, establishing shared standards, transparent practices, and collaborative innovation is crucial.
IAB Europe's Retail & Commerce Committee is at the forefront of this evolution, uniting industry leaders to guide Retail Media's development, shape best practices, and drive meaningful change. Key focus areas include standardisation to professionalise the Retail Media industry and overcome fragmentation; definitions and education to elevate everyone's understanding and knowledge; and market insights to equip stakeholders with the latest facts and figures. Check out IAB Europe’s Retail Media Hub to see some of the recent developments and materials including Measurement Standards for On-Site & Off-site Retail Media, In-Store Retail Media Definitions & Standards, a new Retail Media Glossary , and a dedicated podcast series interviewing members of the committee including Paul Wright, Head of International at Uber Advertising and Jessica Wegner, Senior Vice President Retail Media at Douglas.
A core group associated with our Committee is the Retailer Leaders Council - a dedicated forum for trusted exchange between retailers that fosters collaboration, drives the development of standards, and supports the growth of Retail Media across Europe.
We are therefore pleased to announce that REWE Group, JustEat, Tesco Media and Insight Platform, and OBI First Media Group have recently joined the committee and Council, adding valuable expertise, fresh perspectives, and a shared commitment to collaboration in 2025 and beyond.
REWE Group Retail Media Connect: Driving Progress Through Collaboration
Christian Raveaux, Head of REWE Group Retail Media Connect, explained their motivation for joining:
"We joined IAB Europe to actively contribute to developing standards and best practices that will shape the future of Retail Media. The Retail Media Work Track offers an essential platform for collaborating with industry leaders, sharing knowledge, and driving innovation. This year, our focus includes enhancing measurement capabilities, increasing transparency, and leveraging first-party data more effectively. We look forward to exchanging insights, building strong partnerships, and contributing to a more efficient and future-proof retail media ecosystem."
Christian's statement highlights the significance of collective action in building a robust foundation for Retail Media's future.
OBI First Media Group: Customer-Centric Marketing Through Collaboration
Patricia Grundmann of OBI First Media Group emphasised the value of community and shared purpose:
"At OBI First Media Group, we view Retail Media as a win for retailers, brands, and, most importantly, customers. Within IAB Europe, we aim to collaboratively shape the future of digital marketing by joining forces, sharing expertise, and building something greater together."
This emphasis on collaboration and customer value perfectly embodies the spirit of the Retail & Commerce Media Committee's work.
As Retail Media continues to expand across Europe, shaping its future thoughtfully and inclusively becomes increasingly important. Our Retail & Commerce Committee provides a platform for contribution, connection, and leadership. For more information, contact Marie-Clare Puffett - puffett [at] iabeurope.eu or Liz Haines - haines [at] iabeurope.eu.
Ready to Get Involved? Whether you're a retailer, advertiser, or technology provider, your voice is essential in defining the future of retail and commerce media. Join us and be part of a community dedicated to building better standards, stronger partnerships, and greater impact together.
When we say Interact is the event to understand the future of digital advertising in Europe, we mean it. This year’s edition will take place on 20th-21st May in Brussels and will bring together the brightest minds, boldest brands, and sharpest strategists from across the continent - all under one roof. From big-picture economic overviews to hands-on AI demos and regulatory deep-dives, Interact 2025 is set to be packed with ideas, innovation, and invaluable networking.
View the agenda here and take a look at what a day at Interact really looks like below.
The day will kick off with a warm welcome and a high-impact opener from our Chief Economist, Daniel Knapp, as he reveals the latest results from the 2024 AdEx Benchmark Report - the definitive guide to digital ad spend across 28 markets. From format-specific insights to macroeconomic trends, it will set the tone for the day: data-led, forward-looking, and rich with opportunity.
Next, we’ll zoom in on the advertiser lens with Alison Keith of Kraft Heinz, who will provide a powerful look at how brands are navigating creativity, targeting, and media investment in a time of rapid transformation. Following that, we’ll hear the publisher perspective with Bernard Marchant, CEO of Group ROSSEL, as he spotlights how premium publishers can thrive through strategic content and monetisation models.
A much-needed coffee break will then give attendees a chance to absorb the insights and spark spontaneous hallway conversations that will continue throughout the day.
Late morning, we’ll bring you a fresh jolt of energy with Dominique Rose Van-Winther, CEO of Final Upgrade AI, taking to the stage with a live demo and crash course in AI multi-tooling. She’ll show you how to stop thinking about AI and start using it.
We’ll then move into a rapid-fire series of thought-leader talks from Colin Lewis (Retail Media Works), Tony Katsur (IAB Tech Lab), a European Commissioner, and Anastasiya Baydachenko (IAB Ukraine) - each sharing unique perspectives on what’s shaping the future of our industry.
The afternoon at Interact is where things get truly dynamic. New for this year, attendees can tailor their experience by choosing between deep-dive workshops or focused masterclasses across two breakout tracks.
Beyond the sessions, Interact truly shines in its ability to bring people together. Whether it is reconnecting with industry peers over coffee, engaging with speakers post-panel, or sharing ideas in our interactive zone, the networking opportunities will be non-stop.
Plus, with a welcome reception taking place on 20th May, and an evening networking event at Rooftop 58 overlooking Brussels to close on 21st May, there will be ample opportunities to form new partnerships and future collaborations with Pan-European leaders.
From impromptu hallway brainstorms to high-energy coffee chats, the buzz of Interact is something you have to feel to understand.
In just one day, Interact will provide you with a 360° view of the digital advertising ecosystem. From policy to privacy, investment to innovation. It’s a place where advertisers, publishers, tech providers, and regulators don’t just talk at each other — they collaborate, co-create, and help shape what’s next.
So if you’re in the business of digital advertising and want to attend, check out our event page here and secure your tickets here today!
Limited Time Offer: First come, first served - use code iabeu10 to get your tickets for €782 + VAT.
This Earth Day, we're shining a light on the passionate individuals driving sustainability efforts across the digital advertising ecosystem. To mark the occasion, we asked key members of our Sustainability Committee to share their perspectives on what sustainability means to them, why they’re committed to this mission, and what gives them hope for the future.
🌍 Watch the videos below to hear what they had to say. From personal motivations to industry milestones and forward-looking innovations, their responses highlight the collective commitment and creativity shaping a more sustainable digital future.
A big thank you to all who contribute their thoughts to this initiative:
To find out more about our Sustainability Standard Committee’s work and how you can get involved, visit our Sustainability Hub here or contact dimitris at beis [at] iabeurope.eu.
With Interact 2025 fast approaching, we’re shining a spotlight on some of the standout sessions from this year’s agenda. And artificial intelligence (AI) is just one of the great topics that will be taking centre stage.
Taking place on 20th-21st May 2025 at nHow Brussels in Belgium, Interact is our flagship conference, bringing together leaders from across the digital advertising ecosystem. Under the theme ‘Digital Skylight – Clarity and Purpose for 2025 and Beyond’, this year’s event will explore how our industry can navigate a fast-changing landscape shaped by economic uncertainty, regulatory shifts, and technological advancements.
From inspiring keynotes to hands-on workshops and inspiring masterclasses, Interact 2025 promises rich discussions, fresh insights, and actionable takeaways.
One of the biggest themes on this year’s stage? AI and the Future of Work.
Find out more about the event here, and discover what to expect on AI at the event below.
Taking to the stage to discuss all things AI at Interact, we’re excited to be joined by Dominique Rose Van-Winther, Founder of Final Upgrade, an AI-powered consultancy helping businesses unlock long-term competitive advantage through AI strategy, training, and innovation.
With over two decades of experience leading global teams at IPG, McCann, and WPP, Dominique has also spearheaded D-Central, a high-end AI consultancy, and served as the Asia-Pacific lead for The Hoffman Agency.
She currently sits on the board of Synthar AI as a Non-Executive Director and is an early investor and advocate for blockchain technology.
A passionate public speaker and AI strategist, Dominique brings a unique mix of enterprise experience, entrepreneurial drive, and deep technical understanding.
Her sessions at Interact 2025 promise to equip attendees with not only inspiration but also the tools and frameworks needed to take real action.
Forget the fluff. On the main stage on the morning of 21st May, this session will cut through the noise to uncover how AI is transforming marketing today.
In this high-energy keynote, you’ll explore:
This talk is a must for marketers, innovators, and leaders looking to harness AI’s full potential.
Ready to move ideas to action? This practical masterclass will provide the perfect follow-up to the morning’s inspiration session.
Designed to help teams embed AI in their everyday work, the masterclass will feature:
It’s the ultimate crash course in making AI work for you, regardless of where you are in your journey.
Interact 2025 isn’t just about thought leadership; it’s a place to connect, collaborate, and build the future together. With a packed agenda that includes the release of the AdEx Benchmark Results, deep-dive discussions, and evening networking events, this is one event you’ll want in your calendar.
Secure your ticket now and use code EASTERACT10 to get 10% off before 22nd April!
Welcome to the April edition of our Retail Media Spotlight. As we spring into Q2, we’re bringing you the latest updates, expert insights, and upcoming events straight from IAB Europe and our Retail & Commerce Media Committee.
This month, we’re shining a light on the launch of our brand new Guide to Sponsored Products, delivering a fresh date for our Retail Media training course, and can’t-miss conversations happening at our upcoming Great Debate.
Plus, Retail Media is taking centre stage at Interact! Don’t miss your chance to be part of the action in Brussels as Europe’s digital advertising community comes together to shape the future.
Scroll down to discover what’s new, what’s next, and how you can get involved.
Retail Media is booming, and Sponsored Products are leading the charge. With 67% of brands and agencies shifting performance budgets into this space, understanding how to buy, use, and measure Sponsored Products is essential. Our new guide offers clear, expert-backed insights and best practices to help the buy-side navigate and scale successful Sponsored Product campaigns. Don’t miss this essential resource!
We’ve also attached social graphics, so you can share the Guide with your own members and networks.
Join us in Brussels on 20-21 May for Interact 2025, where Retail Media will take the spotlight.
From a compelling keynote by Colin Lewis (Retail Media Works) on the channel’s rapid evolution and future potential, to an in-depth workshop led by our own Marie-Clare Puffett featuring insights from DOUGLAS and other industry leaders, you’ll gain a clear view of the current landscape, challenges, and opportunities shaping Retail Media in Europe.
Discover more and register below - use the code EASTERACT10 for 10% off tickets purchased before 22nd April!
Join us on 30th April at 12:00 CET for our latest virtual Great Debate: Retail Media, where industry experts will come together to tackle the biggest challenges and opportunities in the space.
Through Oxford-style debates, panels, and showcase sessions, we’ll explore how to break down silos, the role of programmatic, and why measurement is moving beyond ROAS. Hear from leaders at Allegro, Douglas, Mars, Uber Advertising, and more. Don’t miss the latest on innovation, standardisation, and certification in Retail Media! Check out the agenda here and secure your free spot below.
Want to get up to speed with the fast-growing world of Retail Media? Join our next Retail Media Essentials course on 8th July, delivered online by industry experts. In just a few hours, you’ll gain a solid understanding of key concepts, players, formats, and measurement approaches shaping Retail Media today.
Perfect for marketers, agencies, and retailers looking to build knowledge and confidence in this space. Reserve your spot now and boost your Retail Media expertise!
In a recent blog post our Retail Media Consultant, Yara Daher, discussed key findings ahead of our planned Guidelines to Sales Incrementality Measurement. She explored what incrementality means, how it differs from common proxies, and the best methods for measurement, inviting industry feedback ahead of the guide’s publication.
Check out the blog post below, and be sure to share yout feedback on this project, by taking the short survey here.
24th September 2025 | Amsterdam
Save the date for our first-ever Retail Media Impact Summit - a groundbreaking event designed to define the future of Retail Media. This one-day summit will bring together 150 senior decision-makers for keynotes, workshops, and expert-led sessions on the challenges and opportunities shaping the industry. Expect inspiring discussions, exclusive roundtables, and valuable networking.
Mark your calendar now, and stay tuned for more details coming soon!
Interact 2025 is fast approaching - and trust us when we say, this is the must-attend event for anyone invested in the future of digital advertising. On the 20th-21st of May, we’re heading to nHow Brussels, where the heart of the European digital advertising ecosystem will beat louder than ever.
So why should you make sure Interact 2025 is locked into your calendar? Here are five compelling reasons to join us in Brussels for two unforgettable days of insight, inspiration, and interaction.
Under the theme "Digital Skylight – Clarity and Purpose for 2025 and Beyond", Interact 2025 will shine a light on the pressing challenges and emerging opportunities facing our industry today. As we navigate economic uncertainty, regulatory shifts, and fast-paced innovation, this event offers the guidance and vision you need to move forward with confidence.
Expect sharp insights and strategic foresight from industry leaders who are defining the path ahead.
This year’s programme is packed with high-level keynotes, fireside chats, and expert panels that will dive deep into the economic, social, and technological forces shaping the digital advertising landscape.
The agenda kicks off with our Chief Economist Daniel Knapp unveiling the 2025 AdEx Benchmark Results - a not-to-miss session for anyone looking to understand market dynamics across Europe. From there, hear directly from advertisers, publishers, and tech leaders on how they’re building resilient, future-ready strategies, covering key topics such as AI, Retail Media, and more.
👉 Explore the full agenda
👉 Check out the speaker line-up
This isn’t just a sit-back-and-listen kind of event. Interact 2025 is built to be… well, interactive. Our workshops, masterclasses, and the Interactive Zone provide you with the chance to engage directly with experts and peers on topics that matter most - whether it’s AI, measurement, sustainability, curation, or other key topics, we’ve got you covered.
You’ll leave with practical takeaways, new ideas, and maybe even a few answers to those burning questions you’ve been carrying all year.
From our opening evening reception at nHow Brussels to our rooftop closing event at Rooftop 58, Interact 2025 is designed to help you make meaningful connections from start to finish. Whether you're looking to meet new partners, catch up with clients, or spark ideas with fellow thought leaders, the opportunities to connect are endless, throughout the conference agenda and beyond.
Expect both structured networking sessions and casual meet-ups in relaxed, stylish venues.
Interact is more than a conference - it’s a catalyst for change. By uniting agencies, advertisers, publishers, tech providers, and platforms all in one place, we’re fostering the cross-industry collaboration needed to power a thriving digital economy.
Your voice, your ideas, and your presence matter. Join us to help shape what’s next for digital advertising in Europe and beyond.
🎟️ Don’t Miss Out – Secure Your Ticket Today!
Now’s the perfect time to lock in your spot and get ready for an even bigger and better Interact in 2025.
🐣Plus, if you book your ticket by 22nd April using the code EASTERACT10 you can save 10% on tickets.
Still not sure? Check out our 2024 Wrap Blog and Highlights Reel to see what makes Interact the digital advertising event of the year.
See you in Brussels!
Industry leaders from Kraft Heinz, Belgium Media Group ROSSEL, Microsoft, Retail Media Works, and Final Upgrade AI are among the first speakers to be announced for IAB Europe’s annual Digital Advertising and Marketing Conference, Interact in Brussels on 20th - 21st May.
IAB Europe has announced the first confirmed speakers for its annual flagship event Interact 2025. The latest edition of Interact will take place on the 20th-21st of May at the nHow Hotel in Brussels, where leading European advertisers, industry experts, agencies & media owners will gather to innovate, collaborate, and build a thriving digital economy.
With a central theme of ‘Digital Skylight – Clarity and Purpose for 2025 and Beyond’, speakers from Kraft Heinz, ROSSEL, Microsoft, Retail Media Works, Google, Final Upgrade, and more will shine a light on the most pressing challenges and emerging opportunities, equipping businesses and industry leaders with the insights needed to navigate change with confidence.
Join to hear from the following speakers and more:
Putting the ‘interactive’ at the heart of Interact, the two-day event will go beyond traditional speeches and panel discussions to feature a dynamic and engaging programme. Attendees can look forward to inspiring keynotes and fireside chats, where advertisers, publishers, commissioners, and thought leaders will share invaluable insights to help shape the future of digital advertising. The agenda also includes deep-dive discussions through interactive workshops and masterclasses that will tackle key industry topics, including Retail Media, AI, CTV Sustainability, Policy and more, in a hands-on format.
To top it off, the event will offer an enhanced networking experience, and evening receptions designed to spark meaningful conversations and connections.
For more information on Interact 2025 and to view the first line-up of speakers, please visit the event website here.
Registration for the event is available here. Tickets are selling quickly, so secure your place today.
In this week's guest member blog post, we hear from Emma Newman, Chief Revenue Officer at PubMatic as she explores why safeguarding the ad-funded ecosystem is essential for preserving quality content, consumer value, and cultural progress across EMEA and beyond.
We’re living through a seismic shift — not in a sci-fi, robot-apocalypse kind of way, but in a real, tangible erosion of how people find and trust content on the internet.
AI is rapidly reshaping how we access information — and not always for the better. Search behaviours are evolving, publishers are losing traffic, and historical posts are vanishing. Transparency is being sacrificed.
Meanwhile, professional journalism is under siege. Euronews announced nearly 200 layoffs in early 2023, while Germany’s Axel Springer cut around 200 roles and shuttered a third of its regional editions. In Switzerland, Tamedia is laying off almost 300 employees, including 90 editorial staff. These are warning signs.
And here’s the thing: whether or not we reverse this trend has everything to do with advertising.
At PubMatic, we launched the #FundedbyAdvertising movement because we believe — no, we know — that great content, powerful storytelling, and an open internet are worth protecting and supporting. And they are all, quite literally, funded by advertising.
Advertising sustains the journalists who expose corruption. It fuels the creatives behind culture-shaping TV and film. It empowers the platforms that make world-class content accessible to everyone.
This isn’t theoretical — it’s happening every day. WARC projects that global advertising spend will reach $1.07 trillion in 2025, with online-only businesses (excluding major social and search platforms) accounting for $735.7 billion of this total. That’s not just budget — it’s belief. Belief in the value of quality content, in creativity, and in the richness of diverse voices.
GroupM’s Chris Keenan captured this perfectly during our conversation at Advertising Week Europe. Last year, in March, GroupM set out to double its investment in annual media spend in women’s sports advertising. Since launching its dedicated women's sports marketplace, over 20 brands have expanded their investments to prioritise and monetise women's sports. GroupM secured 25 first-to-market opportunities with major media players.
This significant investment marks a milestone for both GroupM and the industry, shifting the focus to deeper engagement, premium content, and innovative advertising strategies. GroupM’s efforts reflect a growing cultural shift towards women's sports, driven by increasing demand and successful ad performance. It opened up new advertising opportunities across broadcast, sponsorships, grassroots, and athlete-owned media. By October, GroupM had already hit their goal.
They didn’t just unlock new revenue streams — they elevated underrepresented athletes, creators, and stories. That’s the kind of impact we’re talking about; new voices, new audiences, new culture… all #FundedbyAdvertising.
Journalism That Holds Power to Account
We also need to talk about journalism — because without it, the internet becomes little more than a noisy comments thread.
Alex Wright from Channel 4 put it starkly at Advertising Week Europe: today’s younger audiences, shaped by algorithms, often don’t know where to find trustworthy content. Channel 4 is proposing a “trust mark” — a way to help audiences identify professional, credible journalism. That’s the kind of innovation we need more of.
At PubMatic, we’re proud to support partners like The Guardian, Schibsted, Le Figaro, El País, Die Zeit, and Le Monde through ethical, privacy-conscious advertising. This work matters — and it needs to be sustained.
The latest study from IAB Europe underscores just how crucial the value exchange is in sustaining the open internet. One stat really hits home: the average European consumer receives €212 worth of free access to digital services each month, largely funded by advertising. That’s a powerful reminder of the core of our industry — advertising fuels the digital services we rely on every day. What’s encouraging is that 60% of consumers believe a ‘pay or consent’ model feels fair, but only when the value exchange is made clear. And that’s where we come in. We have the responsibility to ensure consumers understand the value they’re receiving, and that’s key to preserving the open, free internet we all cherish.
This campaign isn’t just about raising awareness. It’s a call to action — for advertisers, agencies, publishers, and consumers. We must actively support the ecosystem that brings us news, art and entertainment.
Because at the end of the day, the open internet isn’t powered by goodwill alone. It’s #FundedbyAdvertising.
So, let’s celebrate the publishers, journalists, athletes, storytellers, and creators. Let’s invest in the content that shapes our world and the infrastructure that keeps it accessible, affordable, and inclusive.
This is especially vital in the EMEA region, where countries have long been known for their cultural and creative excellence — from groundbreaking journalism to world-renowned music, fashion, and cinema. If we don’t protect and fund this output through sustainable advertising models, we risk becoming not only economically, but also intellectually poorer.
Join us. Share the stories. Champion the cause.
Because when we get this right, we don’t just preserve the internet — we make it better.
CTV trailblazers — if you’re serious about driving real change in Europe’s connected TV landscape, we’ve got one simple question for you: Why aren’t you in this room yet?
Introducing the IAB Europe Connected TV (CTV) Working Group — your new home if you're ready to help shape the future of CTV advertising across Europe.
We’re talking definitions, measurement guidelines, tech standards, and yes — actual, tangible progress. If you've seen what we did with retail media — the frameworks, the cross-industry collaboration, the momentum — you know we mean business.
Now it's CTV's turn.
This group is here to:
Basically, everything needed to help CTV live up to its potential — with a distinctly European voice.
Who should join?
If CTV sits on your roadmap, your budget, or your job title then this group is for you. Whether you're from the buy-side, sell-side, tech, or measurement worlds, this is the room where things are going to happen.
And if you’re not already an IAB Europe member? Now’s the perfect time to fix that. Get in touch to find out how you can get involved through IAB Europe membership. Alongside joining this new Working Group, you’ll unlock access to a whole host of member-only benefits, including:
All included as part of your membership.
Join Us on Our CTV Mission!
If you want to shape the CTV standards that everyone else will be working with, there’s only one place to be. Join the IAB Europe CTV Working Group now. Because if you're not in this group… you’re just watching from the couch.
Want to know more or ready to jump in? Drop us a line at membership [at] iabeurope.eu and let’s talk about how you can get involved.
Personalised ads are a key driver of the free and open Internet as well as a consumer expectation around the basic functionality of how the Internet is expected to work. European consumers derive substantial value from ad-funded online services. On average, they receive €2121 worth of free access to sites and services per month. This includes for instance key services such as news websites, communication platforms or search engines.
If personalised ads are restricted, media owners, advertisers, and intermediaries will face revenue shortfalls. For media owners, this could lead to the introduction of subscription models or paywalls, creating a two-tier internet, free for those who can afford to pay and restricted for everyone else. The impact would extend to the wider European economy, as digital advertising, particularly personalised advertising, provides an affordable and effective way for European businesses, especially smaller ones, to reach new customers. This not only supports business growth but also increases consumer choice.
However, the EU debate over personalised advertising should not be framed as a simple choice between privacy and a free ad-funded internet. A new report from IAB Europe and Kantar Media shows that the picture is more complex. Policymakers should take into account other important factors in their approach to personalised ads, such as consumer convenience, consumer trust and consumer agency.
"The conversation around personalised ads often overlooks the complexity of consumer preferences and trade-offs. IAB Europe’s study highlights the need for a more balanced approach—one that respects privacy while recognising the value that relevant advertising brings to consumers and the internet ecosystem." — Bernd Skiera, Chaired Professor of Electronic Commerce Faculty of Economics and Business, Goethe University Frankfurt
Consumer convenience
When consumers encounter an ad that is helpful to them, over 70% described this as a positive experience. Even among consumers who are in general apprehensive towards ad targeting, 7 out of 10 find it a positive experience when they recall an ad that provided helpful information. This illustrates how well-targeted advertising enhances the user experience. Well-targeted advertising can reduce clutter and increase the likelihood of discovering useful products or services at different prices. When personalised ads miss the mark, they can feel intrusive and annoying—but the issue is not personalisation itself, rather repeated impressions of the same ad or other issues. When done correctly, the research shows personalised ads make the internet experience smoother, more relevant, and more efficient.
Consumer trust
While regulations like the General Data Protection Regulation (GDPR) and the Digital Services Act (DSA) provide a strong framework for protecting user data, 52% of EU consumers are unsure how companies comply with existing privacy laws. Consumers want to feel confident that their data is handled responsibly. The issue is not a lack of rules, but rather that the industry has faced challenges in effectively informing consumers, partly due to regulatory constraints. As our study highlights, improving trust is key but does not come from new regulations rather from better and more flexible implementation of existing laws. If consumers feel that rules are being implemented to address all their interests, confidence in personalised ads will increase. Policymakers should consider how to meet the complex expectations of consumers for more relevant information, consistency, and confidence in how data protection rules are implemented.
Consumer agency
Critics argue that personalised ads are detrimental and that consumers have no real control over how their data is used to target ads. However, this new research shows that when consumers understand how the premium that advertisers pay for targeted advertising increases the likelihood of online services being accessible for no fee, they appreciate the value exchange, free access in return for the use of their data, and the majority (60%) see it as reasonable. Transparency and clear consent options empower users, without dismantling the ad-supported model. Furthermore, consumers trust sites and brands they are familiar with more than others, indicating that meaningful transparency and user control, rather than eliminating personalisation, is the right solution.
The Way Forward
This research shows the need to move beyond the common narrative that processing personal data to inform advertising is a negative thing for consumers. Effective protection and control of personal data can coexist with affordability and consumer convenience. The existing legislative framework, comprising the DSA, GDPR and the ePrivacy Directive can provide a mechanism to effectively combine both imperatives. For instance, the GDPR establishes clear principles for personal data processing, requiring transparency, consent, and purpose limitation. The DSA complements this via accountability and transparency measures in the ad supply chain.
Policymakers must reflect on these findings and explore ways to allow for more flexibility so that regulation operates in step with consumer expectations and commercial realities. Prioritising effective and risk-based implementation over additional legislation is the right starting point and will help create a balanced framework that protects privacy while preserving consumer choice and control, and the sustainably funded internet.
You can find our full study under this link.
Footnotes
