At our upcoming Retail Media Impact Summit, leading retailers, brands, and tech providers will gather on 24th September in Amsterdam to explore the innovations, strategies, and partnerships shaping the future of Retail Media in Europe. Across a packed agenda of keynotes, debates, and practical case studies, attendees will gain actionable insights to maximise the impact of their Retail Media investments.
One of the sessions set to provide a valuable perspective is “Advancing Incrementality Measurement”, which will examine how brands and retailers can move beyond traditional KPIs like ROAS to truly understand the incremental impact of their media investments. The session will feature experts, including our Retail Media Consultant Yara Daher, as well as Stanislas Lajouanie, VP Brands EU & LATAM at LiveRamp, who will share his experience working with global brands on this critical topic.
We caught up with Stanislas ahead of the event to hear his thoughts on incrementality measurement and what he’s most looking forward to at the Summit.
"Incrementality is about comparing two groups - one exposed to ads and one not - where the only difference between them is the campaign itself. This allows us to isolate and highlight the real impact of advertising on in-store sales with a high degree of confidence. It’s also a crucial complement to MMM and MTA: while those approaches provide broader or more continuous measurement frameworks, incrementality delivers a snapshot in time - a clear picture at time T - that shows the direct lift generated by a campaign. That’s why it’s such an important topic for us to address at the Retail Media Impact Summit, where precision and accountability in measurement are at the core of the conversation."
"We’re in a challenging time where brands are under pressure to prove the value of every marketing investment, and clear performance KPIs are more important than ever at the C-level. In many ways, the CFO has become the new CMO, demanding accountability and tangible business outcomes from marketing spend. This is why incrementality is so essential today: it demonstrates the true, causal impact of a platform or campaign on business results, cutting through noise and correlation to show what is actually driving growth."
"We help make collaboration possible by addressing the trust gap between retailers and brands: retailers are reluctant to share their data directly with brands, and brands face the same hesitation in return. By introducing a trusted third party and a secure, privacy-safe environment, we enable data collaboration without compromising control. This approach allows both sides to unlock real value — for example, by measuring the true impact of brand campaigns on sales, both in-store and online, using retailers’ transactional data within a unified platform. In the end, data collaboration is not just about sharing data, but about building the confidence and infrastructure to generate actionable insights that benefit the entire ecosystem."
Examples :
"What excites me most about the Retail Media Impact Summit is the opportunity to bring together retailers, brands, and technology partners around the same table to discuss how retail media can truly drive business outcomes. It’s a rare moment where the entire ecosystem aligns on innovation and collaboration - and especially on how we measure success. Measurement is at the heart of accountability, and I’m looking forward to exchanging ideas, sharing success stories, and exploring how we can collectively raise the bar for impact in retail media."
Stanislas Lajouanie and other industry leaders will be joining the Retail Media Impact Summit
The Retail Media Impact Summit, taking place on 24th September in Amsterdam, is the must-attend event for Retail Media professionals, bringing together leading voices from across the ecosystem for an interactive day of knowledge-sharing, practical workshops, and high-level debate.
Although the Summit is now sold out, the conversations don’t stop there. The insights and outcomes from the day will feed directly into our Retail & Commerce Media Committee, which continues to shape standards, share best practices, and tackle the key challenges facing the market. From transparency and measurement to off-site activation and in-store innovation, the committee will be driving forward the workstreams that matter most for the industry’s growth.
Find out more about how to get involved in our blog post here.
18th September 2025, Brussels, Belgium - IAB Europe, the leading European-level industry association for the digital advertising industry, has today released the first Pan-European Impact Report on the Impact of AI on Digital Advertising, the first study showing how AI is being adopted, governed, and leveraged across the digital advertising ecosystem.
The results are clear. AI is no longer emerging; it is already here. The majority of companies (85%) report using AI-based tools for marketing purposes, most commonly for targeting (64%) and content generation (61%). Around three-quarters of respondents also plan to maintain or increase their investment in AI, signalling strong confidence in its role as a growth driver for the industry.
Developed by IAB Europe’s AI Working Group, the survey gathered nearly 100 responses from advertisers, agencies, ad tech companies, and publishers across multiple European markets, with over half completing it in the German language.
Commenting on the findings of the report, IAB Europe’s Data Analyst & Sustainability Lead, Dimitris Beis, said, “The digital advertising ecosystem is on the hunt for AI opportunities, both in terms of innovative technologies and new contact surfaces with users. The findings show that adoption in both predictive and generative use cases is widespread, but barriers such as shortages in expertise still need to be addressed. The ecosystem is dealing with questions old and new on issues ranging from privacy to governance, highlighting both that it has been underpinned by machine learning for decades and that new capabilities have transformative potential.”
Key Findings from the Report:
AI Adoption is Widespread and Investment is Growing
85% of companies already use AI-based tools for marketing, with nearly three-quarters confirming at least one campaign function is AI-powered. No respondents plan to reduce spend, and the majority expect to maintain or increase investment.
Targeting and Content Generation Lead Use Cases
Targeting and content generation top the list of AI-powered functions. Ad tech firms and agencies report clear KPI benefits, while publishers remain more cautious, with fewer than a third citing CPM increases.
Governance and Guidance Remain Inconsistent
While 68% of companies have general internal AI guidelines in place, less than half (43%) have them for marketing and advertising. Only a third of companies receive buy-side guidelines on AI, and in many organisations, governance is either not formalised or rests with a single lead.
Privacy and Skills Gaps are the Biggest Barriers
Privacy is flagged as the number one concern across the ecosystem when it comes to the use of AI in digital ad campaigns. Lack of internal expertise and training also stand out as critical obstacles to wider adoption, with differing views on whether user data can be used to train AI models.
Performance and Market Expectations Vary Across Sectors
60% of ad tech firms and 48% of agencies report KPI improvements from AI adoption, but publisher benefits are less direct. Looking ahead, over 80% of respondents say they are interested in buying or selling ad space on consumer-facing AI platforms such as LLM-based chatbots.
Wayne Tassie, Group Director NL at DoubleVerify and Chair of IAB Europe’s Advertising & Media Committee, also commented on the report, saying, “AI is beginning to reshape the foundations of digital advertising, with the majority of companies already using it in some capacity to finesse targeting and accelerate content generation. By streamlining processes, enhancing scale, and driving performance, AI is unlocking new work streams across the ecosystem. Yet gaps remain; governance and expertise are inconsistent, demand guidance is limited, and privacy stands out as the number one concern.
IAB Europe's report underscores the urgent need for clear frameworks, ongoing training, and responsible deployment. By addressing these challenges, AI can become an organic part of daily workflows and unlock a new era of efficiency, creativity, and sustainable growth for our industry.”
The report’s findings will directly shape the priorities of IAB Europe’s AI Working Group, which brings together experts from across the ecosystem to collaborate on responsible and effective AI adoption. Building on these insights, the group will continue its focus on key outputs including developing a Guide to Prompting for Digital Advertising and collaborating with publishers to address content access.
The full report can be downloaded from IAB Europe’s website here.
To find out more about our AI work and how you can get involved, please get in touch with IAB Europe’s Data Analyst & Sustainability Lead, Dimitris Beis, at beis [at] iabeurope [dot] eu.
This autumn, we're offering a unique opportunity to dive deeper into the world of Retail Media with two expert-led training courses. Whether you’re new to the space or looking to enhance your expertise, these virtual sessions are designed to help you stay ahead in this fast-growing sector.
Seats are limited and filling fast, so don’t miss out on this opportunity to upskill and stay ahead.
We’re hosting two focused courses, designed to give you both the fundamentals and advanced measurement insights,
Retail Media Essentials - 8th October - 10:00 - 13:00 CET
This interactive course covers the core concepts you need to know: omnichannel Retail Media strategies, measurement standards, in-store opportunities, and the latest market trends. Perfect for those starting out or wanting to solidify their foundation.
Retail & Commerce Media Measurement Deep-Dive - 9th October - 10:30 - 12:00 CET
Take a deep dive into Retail Media measurement with this session, exploring key metrics, frameworks, data privacy considerations, and the biggest industry challenges. Ideal for professionals ready to boost their measurement expertise.
Attend both courses to gain a comprehensive view of the Retail Media landscape. Take advantage of our bundle offer here!
The sessions will be led by senior industry leaders with hands-on experience, ensuring you gain both practical knowledge and strategic insight.
Yara Daher
Yara is a Retail Media pioneer who helped launch some of the industry’s first major Retail Media Networks for brands like Walmart,
Target and Best Buy.
Arjen Heida
Arjen is a retail and commerce media leader who drove triple-digit growth as Managing Director of bol Retail Media. He now advises on strategy, capability building, and growth.
With limited seats available, early registration is your best chance to secure a spot.
View course details and register below.
Calling all addressability and measurement experts from across the digital advertising ecosystem. This is your last chance to share your insights in a new industry survey.
Developed by our Addressability & Measurement Working Group, this short survey has been designed to understand how addressability and measurement solutions are currently being adopted in Europe. We’re seeking input from advertisers, agencies, publishers, and technology providers to capture a clear picture of:
By participating, you’ll be contributing to vital industry knowledge that will help:
It will take less than 10 minutes to complete – and your feedback will directly help the industry move forward together.
Final deadline to participate: Friday, 26th September
For more than a decade, the MIXX Awards Europe have recognised and celebrated the campaigns shaping the future of digital advertising. Each year, the competition shines a spotlight on creative excellence and strategic innovation, honouring work that resonates with audiences and drives real results. In 2025, the Awards return for their 14th edition with a central theme of Future Proof Creativity – championing ideas that stand the test of time rather than fleeting trends.
At the heart of this year’s Awards is Andrei Dragu, IAB Europe’s Awards Event Director, who is leading the organisation and delivery of the programme. From managing entries and guiding participants through the process to working closely with the Jury and ensuring every detail runs smoothly, Andrei plays a pivotal role in bringing the MIXX Awards to life.
In this blog, we’re shining the spotlight on Andrei to learn more about his role, what excites him most about the 2025 edition, and the behind-the-scenes work that goes into celebrating the very best in digital advertising across Europe.
“I like to think of my role as both conductor and stage manager. On one side, I set the rhythm and make sure that the orchestra of entries, jurors, partners, and sponsors stays in sync. On the other side, I’m backstage ensuring every wire, cue, and detail works flawlessly so the spotlight always falls on the campaigns themselves, not on the machinery behind them.
It’s about creating clarity and flow for entrants, giving confidence and structure to the jury, and delivering an experience where creativity is celebrated without distraction.”
“For me, 2025 is a milestone year because we’ve reimagined the categories from the ground up. The new structure doesn’t just reward what worked in the past; it mirrors where digital marketing is heading.
By organising the Awards around six pillars from Tech & Innovation to Culture & Communities, we’re building a framework that maps the full breadth of creativity today. That excites me because it means the Awards don’t just recognise campaigns, they also provide a compass for the industry’s evolution.”
“A truly great entry, it’s a story, one that begins with an insight, unfolds with creative bravery, and ends with proof of real impact.
The strongest entries connect human tension with brand action and show how creativity solved something meaningful.
Judges are not only looking for clever executions, they’re looking for the spark that made people feel, think, or act differently. Creativity is the spark, but results are the echo. Without both, the story feels incomplete.”
“My biggest piece of advice is this: don’t focus only on what you did, but explain why it mattered. That’s why we introduced the Campaign Rationale section for 2025.
It serves two purposes. First, it makes life easier for participants, giving them a dedicated space to explain their category-centric thinking without getting lost in details. Second, it gives judges immediate clarity on why the campaign belongs in a specific category.
This is crucial because sometimes the same campaign could fit into several categories, but the rationale helps connect the dots between the idea and the criteria.
For entrants, it’s the chance to frame your campaign in the best possible way. For jurors, it’s the lens that makes comparisons fairer, faster, and more relevant.
My advice is to treat this section as the heart of your submission: frame the challenge, highlight the unique angle, and show why your campaign deserves to stand out in the category you submitted your work.”
Our Retail Media Impact Summit is now officially sold out! The response has been extraordinary - proof of just how fundamental Retail Media has become for the digital advertising ecosystem.
However, the Summit is only the beginning. The real engine of change lies ahead, driven by our Retail & Commerce Media Committee. The Committee will continue the conversations and collaborations started at the Summit, leading real industry progress and practical outputs that will shape the future of this space.
Why The Agenda Matters
Our programme has been carefully designed around several critical and high-impact themes that go beyond surface-level discussion:
1. Incrementality Measurement - Demonstrating the true impact of Retail Media investments.
2. Retailer First-Party Data & Clean Rooms - Enabling trusted collaboration with rigorous privacy and security.
3. Evolution of On-Site Opportunities - Rethinking formats and placements for better consumer and advertiser experiences.
4. The Duo Effect – Retail Media & CTV - Leveraging the synergy between Retail Media and connected TV.
5. Industry Standards for Commerce Media - Expanding on the frameworks needed for comparability, scalability, and consistency.
6. Digital In-Store Buying and Measurement - Bringing the precision of digital measurement into the physical shopping experience.
Each theme will be explored not just through thought-provoking keynotes, but via interactive breakout sessions focused on collaboration, problem-solving, and real-world outcomes, whether that’s whitepapers, guidelines, or draft standards.
Why Join IAB Europe’s Retail & Commerce Media Committee?
Missed out on a ticket to the Summit? Fear not, there is still an important way to take part. Our Retail & Commerce Media Committee is the place where these conversations continue and are transformed into practical industry outputs.
The Committee has already delivered pan-European definitions, best-practice guides, and, most recently, a Retail Media Certification Programme to help standardise and strengthen this fast-growing space.For the rest of the year, it will continue to focus on advancing education, improving measurement standards, and producing outputs based on the critical discussions from the Summit
By joining, you can help shape these outputs, contribute to the development of standards, and play an active role in building the future of retail and commerce media across Europe.
Ready to Make a Difference?
The Committee is the only dedicated space in Europe bringing retailers, brands, agencies, and tech providers together to solve Retail Media’s biggest challenges. If you’d like to join this collaborative effort, we’d love to hear from you.
To find out more about IAB Europe membership, visit our Membership page here.
To learn more about our Retail & Commerce Media work and how you can get involved, visit our Retail Media Hub here or reach out to our Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
As consumer behaviour shifts and media consumption fragments, the lines between Connected TV (CTV) and Retail Media are rapidly blurring. This blog explores how these two powerful ecosystems are converging to create more seamless, data-driven advertising experiences. From enhanced audience targeting to measurable outcomes across the path to purchase, we unpack the strategic synergies that are reshaping brand engagement.
A big thank you to the following contributors for sharing their thoughts:
Anne Höldke, Retail Media & Compliance Manager, Ad Alliance
Lucie Laurendon, Product Marketing Director, Equativ
Lucie: “Retail Media data, like users’ purchases and shopping intent, helps improve CTV ads by targeting the right audience with relevant messages. After the campaign, Retail Media data can help measure the impact of CTV campaigns by linking ad views with actual purchases, online or in-store, so advertisers know what works best.”
Anne: “Retail Media data transforms CTV advertising through authenticated consumer intent signals, enabling precision marketing in commerce. Unlike demographic targeting, retail data provides verified purchase behaviour for personalised CTV creative optimisation. For CTV publishers, this creates opportunities to offer superior targeting capabilities. Publishers partner with retailers through Data Clean Room collaborations, overlapping consented users from both ends, and consequently developing high-performance audience segments that deliver better campaign results. When CTV inventory reaches authenticated purchasers of specific categories, advertisers achieve higher conversion rates and ROAS, making CTV campaigns more effective for commerce-driven objectives than traditional brand awareness approaches.”
Lucie: “With fragmented but highly engaged audiences, CTV makes it possible to leverage transactional or behavioral data from retail to activate targeted, contextualised, and measurable campaigns on a large scale. By combining first-party data from retailers with the addressability capabilities of CTV platforms, it becomes possible, for example, to broadcast a relevant ad to a family who has already made a similar or complementary purchase. This means ads are more personal and shown at the best time, on screens and shows where people pay more attention, using premium ad formats.
For agencies and advertisers, CTV also offers new premium spaces to advertise and direct ways to measure how well the campaigns work. This helps them extend their Retail Media efforts to TV screens, which were mostly used for brand awareness before, giving them more power to run full-funnel campaigns.”
Anne: “Connecting Retail Media data and CTV enables valuable amplification for advertisers. Publishers with CTV, in-page, and display inventory can orchestrate complete customer journeys. For example, a brand can target authenticated cart abandoners through CTV campaigns, then retarget with display ads on mobile devices within the same household featuring specific product discounts. The publisher can also scale the audience by creating lookalike segments and extending reach with adjacent target groups from its DMP. This cross-device retargeting approach maximises campaign reach while maintaining message consistency. Publishers can coordinate messaging across all touchpoints - from CTV awareness to mobile display conversion - creating comprehensive campaign ecosystems that demonstrate measurable business impact through integrated attribution.”
Lucie: “A major challenge is that CTV and Retail Media have been managed in silos until now. CTV is often led by brand teams focused on reach and awareness, while Retail Media is driven by commerce or performance teams optimising for conversions and ROAS. These teams typically operate with separate KPIs, timelines, and platforms, making alignment difficult. Measurement remains a key pain point. Connecting CTV ad exposure to actual retail sales, online or in-store, is often complicated.
Anne: “While technical measurement challenges exist, publishers should guide advertisers toward objective-specific KPIs rather than universal measurement approaches. Different campaign objectives require different success metrics - ROAS for conversion campaigns, page visits for consideration, and brand lift for awareness. Publishers can offer testing frameworks comparing traditional targeting against retail data activation through parallel campaign flights. Data Clean Room capabilities enable attribution analysis by overlaying campaign exposure with purchase behaviour during campaign periods. Additionally, integrated brand lift studies measure awareness, purchase intent, and consideration changes. This positions publishers as strategic consultants helping advertisers prove incremental value through controlled testing methodologies rather than struggling with technical measurement gaps.”
Lucie: “The convergence between CTV and Retail Media opens up new and powerful opportunities for retailers looking to expand their Retail Media strategy beyond performance channels and into full-funnel marketing. By using shopper data, retailers can offer brands more relevant and personalised campaigns, while generating new revenue streams. CTV also increases viewer attention compared to traditional digital formats, thanks to a more immersive experience and innovative ad formats. Unlike traditional TV, CTV also supports full-funnel strategies, helping retailers engage consumers from awareness to conversion, with measurable results. Another key benefit is the ability to link ads to local store data, allowing for geolocalised promotions based on stock or offers in nearby locations. Finally, CTV fits naturally into an omnichannel retail media strategy, working alongside on-site, off-site, and in-store channels to deliver a consistent and more impactful shopper experience.”
Anne: “Retailers gain significant advantages through publisher partnerships beyond traditional media buying. Privacy-safe collaboration with publishers enables comprehensive customer journey mapping across off-site inventory, providing attribution insights and deeper customer understanding that retailers cannot achieve independently.
Publishers offer essential audience scaling capabilities - creating lookalike audiences and extending reach through their DMP data. For retailers, look-alike modeling through publisher partnerships represents the only viable path for new customer acquisition at scale. Retailers can leverage publisher data to identify potential customers beyond their existing database, then coordinate messaging across CTV, display, and in-store touchpoints. This offsite inventory access, combined with comprehensive measurement capabilities, enables retailers to optimise the complete customer journey while generating incremental revenue.”
IAB Europe’s Retail & Commerce Media Committee is at the forefront of the Retail Media industry. Members are driving Retail Media growth and shaping the landscape by:
All of the work of the Committee can be found in our Retail Media Hub here.
Find out more about our work and how you can get involved by contacting Marie-Clare Puffett - puffett [at] iabeurope.eu.
IAB Europe and the IAB have today released a new joint one-pager: Demystifying Incrementality in Commerce Media.
As commerce media continues to experience explosive growth, with ad spend forecast to exceed $150 billion across the US and Europe, marketers face increasing pressure to prove that their investments are delivering meaningful business outcomes. In this environment, incrementality has become one of the most critical metrics for success.
But what is incrementality?
This one-pager breaks it down by exploring:
By understanding and applying incrementality, commerce media marketers can better assess whether their campaigns are truly creating demand, driving business growth, and justifying increasing media budgets.
IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, commented on the release, saying, "The release of the incrementality one-pager marks a significant milestone in the professionalisation of commerce and retail media across Europe. It reflects IAB Europe’s ongoing commitment to developing clear, actionable standards that support industry growth and transparency. We’re especially grateful to our members - and notably our Retailer Council - for their leadership and collaboration in shaping this important work.”
Collin Colburn, VP Commerce & Retail Media, IAB, also commented, saying, "Commerce media is evolving into a stage where growth must be matched with accountability. Measuring incrementality helps marketers spend more effectively, creating demand, building customer value, and proving real results. This work moves the industry from outdated metrics to investments clearly tied to outcomes."
Download the one-pager here.
As the summer draws to a close, it’s time to reset, refresh, and get ready for the season ahead. Just like heading back to school, September is the perfect moment to sharpen your knowledge and expand your expertise.
Our training courses are designed to give you the tools, insights, and confidence you need to excel in the ever-changing digital advertising landscape. From retail media to sustainability, our courses cover the essential skills to help you stay ahead.
Upcoming Retail Media Training Courses - 25th September, Amsterdam
Following our Retail Media Impact Summit, we’re hosting two focused courses back-to-back in person in Amsterdam, designed to give you both the fundamentals and advanced measurement insights in one day.
Retail Media Essentials - 09:30 - 12:30 CET
This interactive course covers the core concepts you need to know: omnichannel Retail Media strategies, measurement standards, in-store opportunities, and the latest market trends. Perfect for those starting out or wanting to solidify their foundation.
Retail & Commerce Media Measurement Deep-Dive - 13:00 - 15:00 CET
Take a deep dive into Retail Media measurement with this session, exploring key metrics, frameworks, data privacy considerations, and the biggest industry challenges. Ideal for professionals ready to boost their measurement expertise.
Attend both courses to gain a comprehensive view of the Retail Media landscape in just one day!
Environmental Sustainability in Digital Advertising - 14th - 17th October - 16:00 - 18:00 CET Daily
This five-session online course will equip professionals to integrate sustainability into digital advertising. You’ll gain:
Delivered in a U.S.-friendly time zone, it’s ideal for media buyers, ESG leads, and ad tech professionals looking to embed sustainable practices into their work.
Condensed Course on Environmental Sustainability in Digital Advertising - 10:30 - 13:30 CET
This focused, half‑day session delivers a compact yet powerful overview of sustainability in digital advertising. Topics include key environmental frameworks, carbon emissions across the ad ecosystem, and practical strategies to reduce your campaign’s carbon footprint. It’s perfect for professionals of all levels seeking actionable insights in a time-efficient format.
The sessions will be led by senior industry leaders with hands-on experience, ensuring you gain both practical knowledge and strategic insight.
Yara Daher
Yara is a Retail Media pioneer who helped launch some of the industry’s first major Retail Media Networks for brands like Walmart,
Target and Best Buy.
Arjen Heida
Arjen is a retail and commerce media leader who drove triple-digit growth as Managing Director of bol Retail Media. He now advises on strategy, capability building, and growth.
Dimitris Beis
Dimitris drives IAB Europe’s initiatives in sustainability, offering educational resources and in-depth emissions analysis while contributing to industry standards for digital channels.
This autumn, don’t just go back to work, go back to school. Whether you’re refreshing your expertise, formalising best practices, or deepening your understanding of critical topics, our training programme will set you up for success.
Find out more here and secure your space today.
Next in our Interact 2025 speaker Q&A series, we're going even deeper into the world of Retail Media
In this Q&A interview, recorded live at Interact 2025 in Brussels (20th-21st May), Colin also shares his thoughts on the ever-growing world of Retail Media, including:
Our Interact 2025 conference, held on 20th–21st May at nHow Brussels, brought together Europe’s digital advertising community for two days of big ideas and bold discussions.
Under the theme ‘Digital Skylight - Clarity and Purpose for 2025 and Beyond’, the event covered everything from policy and sustainability to programmatic, Retail Media, and more, all designed to equip the industry with the insights needed for the year ahead.
👉 Watch the event highlights here
👉 Catch up on our Q&A with Dr. Daniel Knapp here
👉 Catch up on our Q&A with Magnite here
👉 Catch up on our Q&A with WPP Media here
👉 Catch up on our Q&A with Google here
👉 Catch up on our Q&A with Ad Net Zero here
👉 Catch up on our Q&A with Final Upgrade AI here
Retail media is growing rapidly, as an increasing number of brands and retailers jump at the opportunity to transform the advertising landscape. Despite this, there are very few – if any – dedicated publications informing the industry, and celebrating the space.
Retail media ad spend (including Amazon) is set to surpass £5.5 billion in the UK in 2026 (source: IAB UK), with Europe-wide spend exceeding €22.3 billion (£18.7 billion) (source: IAB Europe).
These figures highlight the sheer scale of the space, but resources associated with it are scarce.
That’s why Retail Media Age has been launched – a community-focused publication, where both the industry’s leading voices and those just starting out can collaborate. The title will feature key news stories, interviews, and thought leadership, alongside research and a space for discussion and debate around key themes and topics.
The publication is backed by an advisory board, on which sits the likes of Rob Edwards (Arla), Alice Anson (Nectar360), Chris Mude (John Lewis), Jill Orr (Criteo), Jason Wescott (WPP Media), Marie-Clare Puffett (IAB Europe), Uche Ofili (SMG), and Ellie Prendergast (Co-op Media Network / Women in Retail Media).
Retail Media Age will officially launch on the afternoon of 10th September in London, as part of New Digital Age’s annual Foresight conference.
The ‘Welcome to the (new) Retail Media Age’ event will feature speakers including PayPal, ITV, Expedia, Trainline, and MiQ, and IAB Europe's very own Lauren Wakefield also adding her voice.
The event will kick off with an introduction to the title from its Editor, Tyrone Stewart, followed by a pair of panel discussions – ‘The Retail Media Revolution…’ and ‘... Goes Beyond Just Retail’ – before closing with a keynote.
The first panel will explore the reasons behind the retail media’s rapid growth, and discuss what its continued evolution will mean for the future of advertising.
Meanwhile, panel two will take a look at the wider world of commerce media and why the model should no longer be limited to retailers, and why a multi-vertical approach may be the way to deliver the best results for brands.
The launch event provides a natural follow-on from the “soft launch” of the publication at the Cannes Lions Festival of Creativity.
The New Digital Age and Retail Media Age event – in partnership with Epsilon – featured speakers including Lucia Mastromauro, VP of Advertising at Deliveroo; Ana Laura Zain, CMO at Pentaleap and Co-founder of Women in Retail Media Collective; Thibault Hennion, MD International Operations at Epsilon; Teresa Fusaro, Senior Director, Marketing Activation, Tech & Digital at Reckitt; Rosie Houston, MD for UK Retail Media Partnerships at SMG; and Laura Belchier, Head of Consumer Experience Brands at Amazon Ads UK.
‘Welcome to the (new) Retail Media Age’ event will no doubt provide similarly interesting insights into the world of retail and commerce media from more industry leaders. You can’t afford to miss it!
Join Retail Media Age on 10th September in London at the ‘Welcome to the (new) Retail Media Age’ event, and position yourself as one of the early leaders in this community.
The MIXX Awards Europe 2025 are in full swing, and this year’s theme, Future Proof Creativity, has already sparked inspiration across the continent. With 28 categories spanning Tech & Innovation, Content & Social, Strategic Impact, Media Innovation, and Culture & Immersion, there’s a perfect fit for every ambitious campaign.
Our judges are all senior-level leaders from across Europe, uniting brand, agency, publishing, and tech innovation expertise to deliver a fair and insightful evaluation of your campaigns.
Confirmed 2025 jury members include:
Agnieszka Parfienowica, Managing Director, Media Solutions, WPP Media
Andreas Staios, Digital Director, UM
Connie Hawker, TV+ & Creators Lead, IAB UK
Elsa Kalervo, Head of Digital Audio, Bauer Media Group Finland
Nazlı Eda Kırali, Marketing Director & Head of Media, Digital, The Magnum Ice Cream Company Turkey
Sascha Dolling, General Manager, Mediaplus Realtime
With some new and some returning judges on the panel, you’ll benefit from a unique blend of awards experience and fresh insight from across the digital advertising ecosystem.
Explore all of this year’s judges on our MIXX Awards page here
Entering MIXX Awards isn’t just about winning, it’s about spotlighting your campaign’s power, strategy, and vision on a pan-European stage:
Winners receive more than trophies. They’re featured in IAB Europe’s Knowledge Hub, announced across media channels, and often spotlighted via case studies, podcasts, webinars, and more.
Entries are evaluated equally on Strategy (33.3%), Creative (33.3%), and Results (33.3%). Gold winners also have the opportunity to compete for the coveted MIXX Grand Prix.
For more winning tips from last year’s awards:
Check the Entry Notes and FAQs on our Awards webpage here before you submit.
Need help? Contact the team at awards [at] iabeurope.eu
Let’s celebrate the work that moves our industry forward. We can’t wait to see what you’ve built, and to put your future-proof creativity in front of Europe’s leading experts.
