Brussels, Belgium, 3rd April 2025 – IAB Europe, the European-level industry association for the digital marketing and advertising ecosystem, today announced the introduction of LEAF, a suite of utilities designed to support the reduction of environmental impact in digital advertising campaigns. Developed as a centralised hub, LEAF empowers stakeholders within the ecosystem to monitor and improve the environmental impact of their campaigns.
As sustainability is increasingly prioritised as a media investment consideration, LEAF provides an easy way for advertisers, agencies, ad tech, and publishers to stay updated on industry standards and best practices. Powered by the learnings and outputs of IAB Europe’s Sustainability Standards Committee, it houses solutions that can support meaningful action.
IAB Europe’s CEO, Townsend Feehan commented on the new suite, saying “With LEAF, we are providing businesses with the practical tools they need to estimate and reduce emissions while maintaining the efficiency and effectiveness of digital advertising. IAB Europe is committed to driving industry-wide progress, and LEAF is a significant step in supporting stakeholders on their sustainability journey.”
Steffen Johan Hubert, Associate Director & Sustainability Lead at ProSiebenSat.1, and Chair of IAB Europe’s Sustainability Standards Committee also commented, “Sustainability in digital advertising often stumbles over two things: limited trust in the available data and a lack of accessible, transparent ways to engage with the topic. With LEAF, we’re introducing a solution that combines technological precision with ESG relevance – giving the industry the tools and confidence it needs to take measurable, meaningful action.”
Key Features of LEAF:
LEAF houses several of IAB Europe’s sustainability utilities, including:
With more utilities coming soon, LEAF is a key platform for businesses looking to embed sustainability into their digital advertising strategies.
Get Involved
IAB Europe invites all stakeholders to explore LEAF and take the next step toward a more sustainable digital advertising ecosystem.
LEAF’s pricing structure is designed to be inclusive, offering free access to IAB Europe members, discounted rates for members of National IABs and Federations, and a standard fee for non-members.
For more information, visit IAB Europe’s website here, FAQs here, or contact our team at leaf@iabeurope.eu.
Anastasiya Baydachenko, CEO of IAB Ukraine continues to share her firsthand experiences of navigating the digital advertising industry in Ukraine during wartime. Each month she shares insights into the challenges, resilience, and innovation she and her team experience and how they are shaping the industry in unprecedented times.
As they say, for several weeks, we have been living in a truce, with no attacks on energy facilities or civilians. This is a very reassuring message for the Western audience, creating the illusion of peacemaking and diplomatic efforts. But how are things really going in Ukraine during the truce?
Indeed, there have been no strategic aviation flights for several weeks. But as we say in Ukraine if there are none, then they are preparing. Instead, the enemy has chosen a new tactic, when a large number of drones simultaneously attack a regional center or a strategically important large city. For a long time, drones attacked mainly Kyiv and eastern cities, occasionally moving deep into the country, now they are attacking unexpected targets, and the worst thing is that these cities are far from ready to repel such attacks. A massive drone attack cannot be effectively repelled only by the mobile groups themselves, there must also be air defense, which is lacking throughout the country. And ballistic strikes, unfortunately, are still happening.
In reality, such “peace” attacks end with hits or falling debris on civilian infrastructure and houses. All this happens at night, so the phrase 'the night is dark and full of terrors' best describes the realities of the everyday life of Ukrainians. Every night, if you wake up and it’s quiet, it only means that another city took the hit, not that there was no hit. Every night means someone will lose their life, a roof over their head, a business - or just glass in the windows, as the best option. When you read in the morning that a warehouse, a shop, or a non-residential building has burned down, you say – it’s good that everyone is alive. A lot of people die in their beds or without being able to escape from a fire, which often starts with falling debris or an explosion. The enemy reports that it hit an ammunition depot, a decision-making centre, or a military facility.
Last Thursday, we were supposed to broadcast “Women in Digital,” a live broadcast dedicated to the problems of women building a career in the digital industry. But on Sunday, 23rd March, we learned that drone debris had fallen into our studio, where we broadcast from. Isn’t it a strategic military facility? All the windows and doors in the building were blown out, and the studio where the filming was taking place was damaged. Fortunately, we managed to find a replacement, and still went on the air quickly.
However, this situation made it clear how illusory any planning is in the realities of war when a missile or drone can fall on the location of an event or conference, injure a speaker or broadcast team, or a hostile attack on power plants across the country will lead to an emergency blackout and it will not be possible to go on the air at all.
And on the one hand, we have coped, and, of course, we must be ready to quickly find a way out of such crises, and not fold our paws and let the storm drown us. But honestly, we just want to work calmly and rest a little, focusing on routine planned tasks, and not be a hybrid of a crisis manager, superwoman, and four-armed Lakshmi all the time.
Ukrainians know better than anyone that 'the night is dark and full of terrors'. Each of these horrors has its sound and we have learned to distinguish them and assign them a level of danger.
But we dream of silence at night.
In recognition of International Women’s Day 2025, IAB Europe is celebrating the incredible women who help shape our organisation and industry. This year’s theme, ‘Accelerate Action’, reflects the drive, dedication, and leadership that fuel progress within our business and beyond.
Throughout March, we’re highlighting the diverse roles, experiences, and achievements of the women at IAB Europe.
Today, we’re welcoming Marie-Clare Puffett to the blog. Based in Northampton in the UK, Marie-Clare is our Industry Development & Insights Director, tasked with leading our industry engagement and initiatives within key work tracks such as Retail Media, as well as our research and insights outputs. Marie-Clare has been at IAB Europe for over 12 years and when she isn’t deeply involved in industry initiatives, she enjoys good thriller novels, walking her dog Teddy and spending time with her very active four-year-old daughter. Here’s what she has to say.
Q. In your view, how has the digital advertising industry evolved in terms of gender equality and diversity?
When I initially joined the industry, it was not uncommon to see all-male panels at industry events. Over the past 7-8 years, however, there has been a significant push from all sectors of the industry to ensure equal and diverse representation on panels. Nonetheless, I believe there is still progress to be made in achieving greater diversity in leadership roles within the industry.
Q. How do you stay motivated and inspired in a fast-evolving industry like digital advertising?
I find digital advertising a very inspiring industry to be in which keeps me motivated in itself. There are so many innovations happening and new products and services being developed across the industry and being able to represent lots of these companies as members makes it very exciting!
Q. What more can companies in our industry do to support and advance women in leadership roles?
Female-led networks like ‘Women in Retail Media’ or ‘Women in Programmatic’ are instrumental. They provide a collaborative platform where women can share insights, support each other, and find inspiration from those who have already paved the way. These networks can be a powerful motivator for women aiming for leadership roles, showcasing success stories and creating a sense of community.
I also think that mentorship programmes, whether within corporate structures or independently organised, play a crucial role in this ecosystem. They offer personalised guidance, help navigate career challenges, and provide role models who can offer invaluable advice and encouragement.
You can read more Q&A blogs from our 'Spotlighting the Women of IAB Europe' series here.
In recognition of International Women’s Day 2025 on 8th March, IAB Europe is celebrating the incredible women who help shape our organisation and industry. This year’s theme, ‘Accelerate Action’, reflects the drive, dedication, and leadership that fuel progress within our business and beyond.
Throughout March, we’re highlighting the diverse roles, experiences, and achievements of the women at IAB Europe.
Today, we’re excited to introduce Ioana Mardare. Originally from Romania and based in Brussels, Ioana project manages our industry committees and task forces and leads key initiatives at IAB Europe, ensuring successful outcomes across global projects. Here’s what Ioana had to say.
Q. What does International Women's Day mean to you personally?
In my native culture, Women’s Day is a highly celebrated occasion. A time when the achievements and contributions of women are recognised and honoured. However, as the years have passed, I’ve come to realise that while such dedicated days are important, true appreciation should not be confined to a single date on the calendar. Instead, I believe it is equally - if not more - important to celebrate milestones regularly, acknowledging the continuous dedication, resilience, and hard work that women demonstrate every day.
I firmly believe that it is the consistent effort we invest in our daily tasks, both big and small, that ultimately drives progress and leads us toward our goals. These everyday contributions - whether in the workplace, at home, or within society - are often what truly make a lasting impact. For this reason, I would love to see women celebrated not only on designated occasions but throughout the year, receiving credit for both their visible achievements and the invaluable, often unseen efforts they make. Recognising and appreciating these contributions on an ongoing basis fosters a culture of encouragement and empowerment, ensuring that women feel valued and supported in every aspect of their journey.
Q. Have you had any mentors or role models who influenced your career? How did they impact your growth?
I have been fortunate to work alongside strong, inspiring women who have mastered the art of balancing their professional and personal lives. Watching them navigate the challenges of demanding careers while also making time for their families, passions, and personal well-being has been truly eye-opening. Their ability to find harmony between these two worlds has given me confidence that it is possible to excel in any field without having to sacrifice one’s personal aspirations. Seeing their resilience, dedication, and ability to adapt has strengthened my belief that success is not confined to a single aspect of life - it is about creating a fulfilling and well-rounded journey.
Q. How does IAB Europe promote inclusivity within its teams and initiatives?
I've always deeply valued my time at IAB Europe, particularly the incredible opportunity to work within a diverse team that places a strong emphasis on intercultural communication. Collaborating with colleagues from different backgrounds, perspectives, and experiences has not only broadened my understanding of global dynamics but has also reinforced the importance of inclusivity in the workplace. By fostering an environment where differences are acknowledged, respected, and celebrated, we create a culture of openness and mutual learning. This, in turn, cultivates a positive and highly productive atmosphere, where individuals feel valued and empowered to contribute their unique strengths. When people feel supported and heard, they are more motivated to grow, innovate, and ultimately reach their full potential - something that benefits both individuals and the organization as a whole.
Q. Are there any daily habits or practices that help you maintain focus and well-being?
I strive to maintain a healthy and balanced lifestyle by incorporating small yet consistent habits into my daily routine. Rather than relying on drastic changes, I believe in the power of steady, mindful choices that contribute to overall well-being. This includes nourishing my body with healthy, wholesome foods, engaging in regular physical activity to stay energised, and practicing gratitude to cultivate a positive mindset.
Above all, I aim to maintain an optimistic outlook on life, as I’ve found that a positive perspective not only enhances my personal happiness but also strengthens my professional growth. That being said, I also recognise the importance of self-awareness and reflection. There are moments when stepping back, pausing, and reassessing a situation can make all the difference. Taking the time to gain a fresh perspective allows me to approach challenges with greater clarity, emotional balance, and a calmer demeanor. By doing so, I am better equipped to make thoughtful, well-informed decisions that contribute to both personal fulfillment and professional success.
You can read more Q&A blogs from our 'Spotlighting the Women of IAB Europe' series here.
In recognition of International Women’s Day 2025 on 8th March, IAB Europe is celebrating the incredible women who help shape our organisation and industry. This year’s theme, ‘Accelerate Action’, reflects the drive, dedication, and leadership that fuel progress within our business and beyond.
Throughout March, we’re highlighting the diverse roles, experiences, and achievements of the women at IAB Europe. By sharing thoughts and stories, we hope to inspire and encourage more women to pursue careers in digital advertising and showcase the collective impact of our team.
Today, we’re welcoming Inés Talavera de la Esperanza. From Spain and based in Brussels, Ines is our Public Policy Manager. In her role, she monitors EU policy, legislative developments, and plans, executes our organisation’s advocacy strategy, and serves as an EU institutional liaison related to the online media and advertising industry. And when she’s not following EU policy, she loves to whip up great menus in her kitchen. Here’s what Inés had to say.
Q. What does International Women's Day mean to you personally?
For me, and in Spain, where I am from, this day serves as a reminder to society that equality is still a work in progress. What I value most about this day is the sense of sorority among women, especially when joining one of the women's marches in the city, as we come together to share our experiences, both as individuals and as professionals.
Q. Have you had any mentors or role models who influenced your career? How did they impact your growth?
I have definitely had many role models who have influenced my career. Funny enough, my mum was my first role model - not because she was a businesswoman, but actually because she was a stay-at-home mum for a long time. Precisely for that reason, my mum and her generation in Spain have supported the coming generations in focusing on their careers and building financial independence.
As a professional, I don’t think my aspirations would have been as clear without the guidance of female bosses and industry leaders who have inspired me and given me something to aspire to. Of course, that includes our CEO, Townsend Feehan.
Q. What challenges do women especially in the field of digital public policy in Brussels still face?
One of the main challenges in Brussels is the lack of representation of women in digital public policy events, particularly those with speakers with a more technical background. Achieving gender balance at industry events remains difficult, and the private sector across the EU still has a long way to go in addressing this gap.
I am proud to say that IAB Europe promotes equality in this sense, but broader industry efforts are needed. Not only paying attention to the representation of women at public events and meetings but also starting from the bottom by encouraging more women to develop digital skills and pursue careers in more technical fields. At the same time, increasing the visibility of women already working in the industry - through public communications - can inspire the next generation by providing real examples of success.
Q. What aspects of your work do you find most fulfilling, and why?
I am a very social person, so anything that involves people is something I truly enjoy. On a more technical level, I enjoy meeting with our members to discuss policy and strategy. I also appreciate the industry relations aspect of my work, where I have the opportunity to meet many people and exchange views on various topics.
However, my favourite part of my job is public speaking and engagement. One day, I hope to inspire young women to pursue a career in public policy and show them that there is a clear career path for them in this field.
Q. What’s something you enjoy doing outside of work that people might not know about?
I LOVE cooking. I often organise lunches or dinners at my place, where I curate a full menu and wine pairing. I enjoy every part of the process - thinking about the best menu setup, going to specific stores to buy ingredients, and deciding how to set up the table. I especially enjoy cooking Mediterranean food but with a modern twist. The last lunch I organised at home consisted of Mediterranean dips and cheeses, Spanish-style rice with porcini mushrooms and steak, and mascarpone chocolate mousse with pistachios, paired with dry rosé wine.
You can read more Q&A blogs from our 'Spotlighting the Women of IAB Europe' series here.
In recognition of International Women’s Day 2025 on 8th March, IAB Europe is celebrating the incredible women who help shape our organisation and industry. This year’s theme, ‘Accelerate Action’, reflects the drive, dedication, and leadership that fuel progress within our business and beyond.
Throughout March, we’re highlighting the diverse roles, experiences, and achievements of the women at IAB Europe.
Today, we’re excited to introduce Colombe Michaud! Originally from France and now soaking up the sunshine in Egypt, Colombe is our New Products & Services Director. With over 10 years of industry experience, she’s on a mission to get fresh, innovative products or services off the ground for IAB Europe. When she’s not turning big ideas into reality, she’s unraveling the mysteries of parenthood, savouring a cappuccino, or diving into something new to learn. Here’s what she had to say!
Q. What challenges have you faced as a woman in this industry, and how did you overcome them?
As an introvert, making myself heard hasn’t always been easy. In meetings and discussions, there’s often someone louder who commands attention, sometimes with good reason but not always. Overcoming this has been about persistence - continuing to work hard, staying true to my values, and refusing to let others’ perceptions define me. In the end, dedication, resilience, and a strong belief in your own value will always pay off.
Q. How do you approach leadership, and what’s the most important lesson you’ve learned in a leadership role?
It is not easy to be a good leader, but I believe the best leaders lead by example. The best leaders I have met are those who drive people with a positive outlook creating an environment where everyone can reach their potential. One key aspect of that environment is a respectful space where everyone can contribute openly and in a transparent way. I do try to approach leadership in that way as much as I can.
Q. What advice would you give to young women aspiring to join the digital advertising ecosystem?
This industry can feel overwhelming at times, but don’t let that intimidate you. No one knows everything, and you likely know just as much as the next person. Stay curious, don’t be afraid to ask questions - even the ones that seem "silly" - and actively work to close any perceived knowledge gaps.
Q. How do you balance the demands of your professional role with personal commitments?
That’s a great question. Like many women in this industry, I dedicated much of my twenties and early thirties to my career. The workload can be demanding in terms of time and energy. Now that I have a family, my priorities have evolved, and balancing both aspects of life has become essential. Flexible working hours have been a game-changer, and I’m grateful that IAB Europe provides that flexibility, allowing me to be present in both my professional and personal life.
Q. What’s one personal passion or hobby that brings you joy outside of work?
Balancing work and family means I don’t always have as much time for hobbies as I used to, but recently, I’ve started playing the piano again. It’s something that brings me a lot of joy and helps me have some time away from screens while stimulating my brain and senses.
Q. How can we all contribute to creating more inclusive workplaces, not just on IWD but every day?
Growing up, I didn’t have many female role models in my family who pursued professional careers at a higher level. The few who did were often labeled as "too opinionated" or faced challenges, especially in their personal lives. Meanwhile, my brothers and male cousins had many successful men to look up to - people who seemed to have it all! This highlights the importance of mentorship. Having role models and mentors in the industry can make a huge difference - helping women navigate challenges that go beyond day-to-day work and supporting them in becoming strong leaders. Building structured mentorship programmes and fostering a culture of support and inclusion will ensure that women don’t feel like they have to overcome some of these challenges alone.
You can read more Q&A blogs from our 'Spotlighting the Women of IAB Europe' series here.
In recognition of International Women’s Day 2025 on 8th March, IAB Europe is celebrating the incredible women who help shape our organisation and industry. This year’s theme, ‘Accelerate Action’, reflects the drive, dedication, and leadership that fuel progress within our business and beyond.
Throughout March, we’re highlighting the diverse roles, experiences, and achievements of the women at IAB Europe. By sharing thoughts and stories, we hope to inspire and encourage more women to pursue careers in digital advertising, and showcase the collective impact of our team.
Today, we’re excited to introduce Nicole Laleva. Originally from Bulgaria and based in Brussels, Nicole is our Marketing & Events Coordinator who manages our event planning and execution. She also contributes to marketing strategies that boost engagement and build strong industry connections. Here’s what Nicole had to say.
Q. What inspired you to pursue a career in the digital advertising and marketing industry?
For me, advertising was never just a career choice - it was a calling driven by my passion for storytelling, creativity, and human connection. Like many, my fascination began in childhood, mesmerised by ads and dreaming of one day starring in them or movies. But as I grew, I realised the true magic wasn’t in front of the camera - it was behind the scenes, where ideas take shape, strategies unfold, and brands connect with people in powerful ways.
That spark has never faded. Whether bringing events to life or crafting impactful marketing campaigns, my passion for this dynamic industry continues to grow, fuelled by its endless possibilities and ever-evolving nature.
Q. How does IAB Europe promote inclusivity within its teams and initiatives?
Even though I’m still relatively new to the team, IAB Europe has already felt like more than just a workplace - it’s a welcoming community where I’ve found not only colleagues but real friends. Moving from another country, I wasn’t sure what to expect, but the support, inclusivity, and encouragement I’ve experienced here have made me feel at home from day one.
With a female CEO and strong women in leadership positions, inclusivity isn’t just a goal; it’s part of our DNA. Across our events, working groups, and thought leadership, we strive for balanced representation, ensuring every voice has a place in shaping the future of digital advertising.
Q. What aspects of your work do you find most fulfilling, and why?
I believe life is a compilation of events, and some people have the unique ability to make those moments truly special. In my role, I thrive on doing just that - whether it’s organising unforgettable industry events or crafting marketing initiatives that spark meaningful conversations. We strive to make each event an experience that inspires and connects people in lasting ways. Watching something come to life, from the first idea to its final execution, and knowing it’s made an impact is incredibly rewarding. And the best part? I get to do this alongside a talented, supportive team that turns every challenge into an exciting opportunity to grow and create something extraordinary.
Q. What advice would you give to young women aspiring to join the digital advertising ecosystem?
When you were little you never imagined that the dream of one day being part of something creative would lead you to a career in digital advertising. Sometimes, life’s journeys take us to unexpected places, places that turn out to be even more fulfilling than we ever imagined.
If you're passionate about this industry, trust in your voice and have the courage to follow where it leads. This field thrives on bold ideas, fresh thinking, and diverse perspectives, so take that step forward. Seek mentors, stay curious, and embrace the challenges that will fuel your growth.
Above all, find an environment that supports and values you, because being in the right place can help you unlock your fullest potential.
You can read more Q&A blogs from our 'Spotlighting the Women of IAB Europe' series here.
On 19th-20th February 2025, ECommerce Berlin was back with a bang, bringing together a diverse and engaged community of professionals to celebrate one of the largest B2B events in Germany. Offering a unique blend of exhibition and conference formats, it provided visitors with unparalleled opportunities for business growth, knowledge sharing, and networking.
On 20th February our Industry Development & Insights Director, Marie-Clare Puffett took to the stage to explore the rapid rise of Retail Media, diving into the key trends driving growth and the essential factors, retailers,need to consider for success. With Retail Media becoming an integral part of the digital advertising ecosystem, she provided valuable insights into how businesses can navigate this evolving landscape, maximise their investments, and stay ahead of the competition.
Key highlights included:
For more information on our Retail Media work and how you can get involved, head to our Retail Media Hub here or email Marie-Clare at puffett@iabeurope.eu.
What is the buy-side looking for when it comes to Retail Media in 2025? We asked members of our Retail & Commerce Media Committee to share their thoughts on this in our latest Q&A blog.
Brands and agencies desire less friction and more streamlined workflows, which could be achieved through API access, self-serve tools, and standardised measurement. Transparency in audience data and campaign performance is crucial for gaining trust, and industry-aligned standards would enhance credibility. Innovations like self-serve platforms for new channels and data clean rooms are exciting trends that could drive greater investment by connecting online and offline touchpoints and focusing on customer lifetime value.
IAB Europe is supporting the Retail and Commerce Media ecosystem through the development of industry standards for on and off-site measurement, and in-store digital media campaigns.
A big thank you to the following contributors for sharing their thoughts:
Claude Spasevski, SVP Data and Retail Media, Equativ
Sarah Mackinnon, Director of Product Marketing, Pentaleap
Yara El Saadani, EMEA Commerce Strategy Director, GroupM Nexus
Liam Russell, EMEA eCommerce Director, Kinesso
Q. What key challenges do brands and agencies face when activating Retail Media campaigns, and how can retailers better support their needs?
Sarah - “Retail Media needs to meet advertisers where they are. What we see is that agencies and brands are already juggling complex digital media strategies. Retail Media should fit into that workflow, not create friction. Right now, many RMNs operate in a silo - reporting metrics differently, limiting audience controls, and making cross-channel integration difficult. The retailers that succeed will be the ones that make activation easier, whether through API access, standardised measurement (see IAB Europe’s Retail Media Measurement Standards above), or self-serve tools that give brands real control over their investments. If Retail Media is going to secure a bigger share of ad budgets, it needs to start acting like the digital channel advertisers expect it to be.
Liam - “Retailers can offer spend-based added value or preferential rates, as another way to better support the needs of agencies. At present, the benefits that agencies can offer brands are limited to the abundance of Retail Media talent & expertise they have. Whilst this is important, the lack of agency-oriented benefits contribute to multiple silos of media buying per retailer. This is a challenge for both agencies and the brands they represent, who yearn for a stronger value proposition, making the decision to centralise Retail Media buying easier.
Yara - “The trickiest part is comparing apples to oranges when it comes to data across different retailers. Brands and agencies aren’t looking at Retail Media in a silo anymore - it’s part of a bigger ecosystem. Retailers partnering with Retail Media Networks (RMNs) make life easier, but for those who don’t standardised metrics and attribution windows are non-negotiable. Beyond that, retailers can step up by enabling richer audience targeting - not just search-driven - and proving the full-funnel impact through innovative studies like offline sales lift. These efforts bridge the gap between online and offline, making Retail Media activation smoother and more appealing.
Claude - “Brands and agencies are looking for scale and precision, while RMNs can bring precision in targeting their intent buyers, unless you are Amazon or Walmart in the USA it is difficult to have scale through the rest of RMNs. Access to Retail Media ad formats (sponsored products and display) at scale across RMNs is key for the buy-side alongside transparent measurement practices.
Q. How important is measurement and attribution in Retail Media, and what improvements are buyers looking for in this space?
Yara - “Measurement and attribution are everything - they’re the backbone of decision-making for brands and agencies. They not only help fine-tune strategies but also dictate where budgets go. It’s a two-way street: advertisers need clarity on ROI, and retailers need to deliver it. Buyers have become resourceful, building their own tools to manage data, but that’s not enough. The industry needs to catch up with consistent standards - API integrations, for example, should be table stakes, not a bonus.”
Liam - “The most important improvement we seek is access to data feeds. We have the resources to create measurement and attribution solutions for brands, but access to adequate data is the common blocker. That said, retailers can also improve by developing their own solutions. Often this comes in the form of reporting portals/dashboards, where buyers can help themselves to performance data, on demand. Either way, the ideal data product includes SKU-level sales data by week, in addition to campaign performance data. Today, often only the latter is available and with only basic granularity.
Claude - “Measurement and attribution in Retail Media are key in the setup of your campaign and product needs. For example, we do not need the same attribution window for a yogurt or a car campaign. It is critical to be able to set up your own attribution windows and measurements. Additionally, measurement needs to be actionable for advertisers to fine-tune their campaign setups based on the campaign's performance. And it is even more important to offer the choice to share this data within a unified advertisers dashboard if needed.
Q.What level of transparency do brands expect from retailers in terms of audience data, and campaign performance? How important are industry-aligned standards?
Sarah - “Transparency or Bust: Brands expect full visibility into where their money is going—no more black-box reporting. They want to know who saw their ads, where they ran, how much was actually spent, and whether their campaigns are driving real, incremental sales. In walled-garden environments, the lack of transparency breeds skepticism. Industry-aligned standards would help, but right now, retailers that offer deeper reporting and data access have the competitive edge. Trust isn’t given—it’s earned through clear, auditable performance data.”
Yara - “Transparency expectations vary depending on the brand and its goals. Take non-endemic brands like automotive - they’re used to broad reach and less granular audience insights. On the other hand, FMCG or beauty brands often demand closed-loop measurement: who bought what, where, and which ad drove the sale. Campaign performance metrics must be standardised; otherwise, the system risks breaking down, jeopardising Retail Media’s future. When it comes to audience data, it’s less about precision and more about access. Retailers opening up to DSPs unlock exciting opportunities for cross-channel planning, ensuring retail media stays competitive and compelling.”
Liam - “Focusing on audience data, the expectation is we should have access to audience sizing, particularly for category/aisle shopping behavior, and ideally, brand-level data. The segmentation is only part of the story, though. Equally important is transparency, in terms of how the data is collected and how it’s provided to buyers. Clear definitions/methodologies would go a long way to making retailer claims less opaque.”
Claude - “Transparency is trust.”
Q. How do buyers view the role of Retail Media in their broader omnichannel marketing strategy, and what integrations are most valuable to them?
Liam - “We view Retail Media as a collection of new touchpoints that weren’t available to us before. And a way to improve the effectiveness of our omnichannel marketing strategies. Both allow us to play a greater and more measurable role in driving unit sales for the brands we work with. Retailer integrations with video platforms like YouTube are particularly valuable, from the standpoint of giving Retail Media a big role in driving brand & product awareness. Often dwell times are longer, offsetting CPM premiums associated with retailer data costs.”
Yara - “Retail Media is having its moment - it’s no longer a niche channel but a key player in omnichannel strategies. It touches everything, from OOH to programmatic to AV/trading teams. I wouldn’t be surprised if, in five years, every team has a commerce specialist guiding the way. Planners and strategists are already leaning on these experts, showcasing how Retail Media is evolving into a full-funnel tactic. To support this shift, data needs to work harder. Buyers want bid management tools and benchmarks, while planners crave cross-channel audience mapping. Retail Media’s value lies in connecting all these dots seamlessly.”
Claude - “Retail Media is a media buying channel targeting buyers or intent buyers within a preferred contextual environment known as being accurate with your advertising message, hence being less disruptive for the user experience and bringing better conversion rates. For marketers and agencies, it needs to be part of an omnichannel tactic, which includes other capacities to reach their audiences and customers.”
Q. What innovations or emerging trends in Retail Media are most exciting to the buy side, and what would make them invest more?
Yara - “This is a tough one - there’s so much potential! Self-serve platforms for new channels, like in-store activations, could be a game-changer. Giving agencies and brands more control transforms how we approach buying and selling in the omnichannel world. I’m also excited about moving beyond ROAS as the go-to metric. Imagine focusing on lifetime value or repeat purchases - especially if we can link it to offline media. That kind of insight would be a powerful tool. Ultimately, the buy side wants innovation that connects the dots between online and offline, making investments feel smarter and more future-proof.”
Liam - “For me, it’s about solutions to uncover the full value of Retail Media, i.e. the customer lifetime value of media influencing that initial purchase. Even better should this encompass purchases made both online and in physical stores (where relevant). The more advanced retailers seem to be getting closer to this, but up until now, the value of Retail Media has largely been about the immediate ROAS driven and little else. Data clean rooms within Retail Media is another innovation we’re predicting to become more commonplace. If it serves as a tool to uncover the full value, I think we’ll see a cap lifted on confidence to invest more.”
Claude - “Simplification, transparency, and precision are key for better and more investments. I would add that the combination of the retailer's first-party data and high-performing CTV ad formats will make CTV an exciting investment channel for buyers.”
In this exclusive new monthly blog series, Anastasiya shares her firsthand experiences of navigating the digital advertising industry in Ukraine during wartime. Gain unique insights into the challenges, resilience, and innovation she and her team experience and how they are shaping the industry in unprecedented times.
11th March 2025 - Nightly alerts have become our new norm. Most often, these are drones aimed at the central, eastern, and southern regions, and sometimes even the western ones. Once every 5-10 days, this is a shelling by strategic aviation missiles. And from time to time, ballistics. There may be 2-5 days in a month without alerts for Kyiv. But they will definitely be in other regions on these days.
In most cases, drone attacks are repelled by special mobile groups and anti-aircraft troops. Strategic aviation missiles are repelled by air defense systems, anti-aircraft missile troops, and aviation. As for ballistics, here we need quite advanced systems like the Patriot or SAMP/T. And this is the biggest danger in the city after the cessation of US aid.
I often think that I should make a mini video about our typical nights with air raids, but when an air raid warning sounds, the only thing I feel is fatigue and a desire for normal sleep. This is a constant feeling of a mother of a newborn baby, a mother of twins. Usually, we get a message in the mobile app and an SMS from the Ukrainian authorities about the need to go to the nearest shelter. Also, the siren is clearly audible in our area.
The biggest difficulty is that the alarm starts in the range of 10:00 pm to 3:00 am and it is extremely difficult with children who have already fallen asleep to go, for example, to the metro, which is a fairly reliable shelter. And some stations in the centre of Kyiv are shelters from a nuclear strike. And although I live in the central part of Kyiv, where two metro stations are within 4-5 minutes of accessibility, in reality, we use the metro as a shelter only when the alarm finds us on the street. That is, we stay home at night.
My youngest son, who is 7 years old, goes to bed right away in the sauna. My middle daughter is a teenager, she fights all the time when I force her to go to the shelter at night. My eldest daughter lives separately, but she always writes to me on messenger that she is in the corridor or bathroom. But I don’t sleep, I control what type of alarm because there are conditionally more dangerous, less dangerous, and very dangerous. The ballistic threat or Kindzal launches are extremely dangerous, they reach Kyiv in 4-7 minutes, and with a direct hit, the chances of survival are close to 0. But if the debris falls from the shot down, then there is a high risk of broken windows, in this case, home shelter saves. In the case of drones, we are informed about which area of the city they are heading to, accordingly, it becomes dangerous for us when they find themselves in neighbouring areas. Usually, we inevitably hear the work of mobile groups, you can see pink flashes and they look very similar to an illustration of battles from Star Wars or Babylon 5. Early modifications of drones were much slower, so if it flew to the left bank, then most likely it did not reach the right bank. Now drones can make several circles around the city and fly to a neighbouring region.
When there is a massive targeted attack on Kyiv, you can’t sleep at all, because you can hear the work of the air defense, usually moderately audible for drones, but loudest for ballistics. Drone attacks are the longest in time, sometimes from 10 am until morning. The ballistic threat is about 20-40 minutes.
In the morning we receive a message from the school. Usually, if there is still an alarm at 7:30, then the children go to the second lesson. If the alarm is delayed, sometimes to the third. Since the first attacks on the energy infrastructure began, which often end with emergency power outages, I always prepare breakfast in the evening and take the multicooker to the shelter. My power station allows us to heat up food in the multicooker, even if there is an emergency power outage.
Before the end of the day, our most popular influencer Nikolaevsky Vanyok, who is an anonymous military man, writes “Air siren all clear, you can visit WC and go to sleep”. This has become a real code phrase for the end of the day.
What can you do to make your life and condition easier in daily attacks? First of all, do not postpone anything, at least take supplements such as Magnesium, and at the slightest sign of a psychological disorder, increased anxiety, or depression, consult a doctor. Chronic sleep disorders are also dangerous, so you should also seek medical help. Maximise the comfort of a sleeping place in the shelter. Last year, I bought separate orthopedic mattresses and used a humidifier. If you are very tired, immediately lie down in a shelter, without waiting for the sound signal, this will allow you to fall asleep again faster in case of an alarm. If possible, lie down for 30-60 minutes during the day. And remember that those who do not wait and do not postpone their lives for the future, but live life here and now, will survive.
Stay tuned for more powerful stories coming from Anastasiya soon!
In recognition of International Women’s Day 2025 on 8th March, IAB Europe is celebrating the incredible women who help shape our organisation and industry. This year’s theme, ‘Accelerate Action’, reflects the drive, dedication, and leadership that fuel progress within our business and beyond.
Throughout March, we’re highlighting the diverse roles, experiences, and achievements of the women at IAB Europe. By sharing thoughts and stories, we hope to inspire and encourage more women to pursue careers in digital advertising and showcase the collective impact of our team.
Today, we’re excited to introduce Nina Hamann. Originally from Germany, Nina is our Public Policy & Communications Officer who is based in Brussels. She is the policy lead on AI and coordinates our organisation's podcast and newsletter, ‘Policy Matters’. Here’s what Nina has to say.
Q. What does International Women's Day mean to you personally?
International Women’s Day carries two feelings for me: solidarity and disillusionment, if I were to describe it in very simplified terms.
On the one hand, you get excited to see maaaaany social media posts from different organisations and companies about women in the workplace, women in leadership positions, and more. For me, it always feels like we are all in this together as women, which is amazing. But that feeling only lasts for a couple of minutes. After that, you close the tab of happy and supportive social media posts, and that excitement shifts to a feeling of: What does it actually matter? Is this day changing anything? Who actually cares? This might also be my cynical German attitude speaking, as I know that in other cultures, International Women’s Day is actually a very big deal. But in my perception, the day can serve as a good occasion to launch a communication strategy for companies working in the field of gender equality or for corporations to showcase how much they are doing for gender equality. But in the end, you go back to work like any other day. And this is what I mean by disillusionment—are we really changing anything with International Women’s Day?
I think it is important to hold onto the excitement that I described earlier and let it be the overwhelming emotion here because we can utilise this day to do more - to actually feel like it has an impact.
What I want to say is that we should all think about how we can use this day for ourselves. Reflect on how far we have come, who our role models are, how we can be a role model to others, or who inspires us - how we inspire others, and where we want to go next. Because even if the current political climate feels like we are taking ten steps backwards in terms of equal opportunities for all genders and non-genders, I believe that the mindset of progress is always there - and it is not going anywhere.
It is about persistence, about not giving up or getting discouraged. We have come a long way, and the only way to go is forward.
Q. How can we all contribute to creating more inclusive workplaces, not just on IWD but every day?
This is such an important question to ask. I think that every company, employer, and employee should ask themselves that question. But answering it is not an easy one.
From my personal experience, one of the things I appreciate most about IAB Europe is that it is a workplace filled with highly skilled, ambitious individuals - each excelling in their own unique way. The drive, expertise, and determination of my colleagues make for an incredibly dynamic environment, and most importantly: it’s so much fun! With just 23 people in our team, we represent around 15 different nationalities, and every single person brings something valuable to the table. Our differences go beyond nationalities - we come from diverse cultural and educational backgrounds, have varying career paths, and approach challenges with different perspectives. And yet, I have never experienced a more supportive and engaging work climate.
Of course, no company is a perfect example of diversity and inclusion, and IAB Europe is no exception. But what makes a real difference is the willingness to take that extra second to think about inclusivity - whether it is ensuring diverse representation at events, making sure all voices are heard in discussions, or fostering an environment where people feel empowered to contribute their ideas.
So, how can we make inclusivity a daily practice rather than a once-a-year conversation? For me, it boils down to these ideas:
At the end of the day, inclusion is not a box to check. International Women’s Day is a great reminder of this, but it should not be the only time we think about it.
Q. What’s one accomplishment you’re particularly proud of or excited about in your career at IAB Europe and what’s still to come?
I think I am most proud of my professional development at IAB Europe - or rather, the growth I have experienced through my work here. I started as a trainee with a background in international relations, gender studies, and women’s rights. At first, navigating the complexities of tech policy and the digital advertising industry felt overwhelming. It was a completely new world, and wrapping my head around its intricate dynamics took time.
But now, I can see my own development so clearly, and I can trace it back to a series of small yet transformative experiences. In what feels like a short time, I have moderated a policy event, participated in AI policy panels, taken ownership of specific work tracks where I am the expert, and built the confidence to not only express my ideas but also defend them with conviction. I no longer just contribute - I try to actively shape discussions.
This growth has been made possible by the support of my colleagues and our leadership, who have given me the space to find my voice, refine my expertise, and take on new challenges. In terms of what’s next - I have just begun a certification programme to deepen my skills in policy communications alongside my advocacy work. This will allow me to bring even more creativity into what I do - helping us reach more people and communicate our messages more clearly and effectively. So very exciting stuff!
Q. What advice would you give to young women aspiring to join the field of public policy in a competitive and fast-paced environment such as the digital advertising ecosystem?
In my opinion, as women, we often second-guess ourselves. We analyse everything we might want to say or ask in a meeting multiple times before deciding whether to speak up at all. We tend to be our own harshest critics. The most important thing for young women to realise is that they should not be afraid to speak up - they should trust in their abilities and have confidence in themselves.
Ask questions. Show your interest visibly. Your written output, while important, does not always speak for itself. How you present yourself , your verbal contributions, your presence in discussions matters. It shapes how you are perceived within your team and the company as a whole, and over time, it strengthens your confidence. I know how difficult this can be as a young professional. I have been there myself, often feeling the need to reach a certain level of expertise before “daring” to voice my opinion. But the truth is, that expertise comes with time and mostly automatically. You do not have to wait until you know everything to contribute (no one really does).
The policy world can be tough. It is fast-moving, complex, highly sensitive in some areas, and - whether we like it or not - your ability to build connections plays a role. But it is also incredibly rewarding. It is exciting to be part of a policy community filled with smart people, shaping decisions that directly impact our lives. Working on policy in Brussels often feels like an adventure or sometimes more like a reality TV show.
More broadly, I know how difficult it can be for young professionals to get their foot in the door. It starts with deciding which direction you want to go in - something that, at times, can feel overwhelming. Most of us have had our own Sylvia Plath fig tree moment, looking at all the different paths ahead and struggling to choose the "right" one. Then comes the reality of Brussels’ highly competitive job market - will you even have the chance to follow the path you wanted? And if you do, are you locked into it forever?
My advice? You are never stuck. You are free to shape your own path. It may not always be the easiest or most direct route, but you’ll get there eventually.
You can read more Q&A blogs from our 'Spotlighting the Women of IAB Europe' series here.
Interact 2025 is set to be our most dynamic and impactful Interact yet! As the flagship conference for the digital advertising and marketing industry in Europe, this year’s edition is set to bring an enhanced structure designed to maximise learning, networking, and actionable insights.
Taking it back to our roots, we’re heading to nhow in Brussels from 20th-21st May 2025, uniting leaders from across the entire ecosystem to foster connections and conversations that drive meaningful progress.
Under the theme ‘Digital Skylight – Clarity and Purpose for 2025 and Beyond’, we’ll 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.
Here are 4 reasons why you can’t afford to miss it:
1. A New and Improved Event Structure
We’ve reimagined Interact to ensure a seamless and engaging experience. Expect a carefully curated agenda that balances insightful keynotes, interactive panel discussions, and deep-dive breakout sessions in the form of hands-on workshops and masterclasses, providing tailored content for every attendee.
2. Cutting-Edge Industry Insights
Stay ahead of the curve with expert-led discussions on the latest trends, challenges, and opportunities in digital advertising. From our Chief Economist, Daniel Knapp, revealing the latest AdEx benchmark figures to key topics including AI-driven marketing strategies, privacy, Retail Media, and more, gain knowledge that will shape the future of our industry.
3. More Opportunities for Meaningful Networking
With an improved format, Interact 2025 will offer even more networking opportunities, allowing you to connect with industry leaders, peers, and potential partners in an efficient and valuable way. Whether through roundtable discussions or informal meet-ups at our cocktail receptions or during refreshment breaks, you’ll be sure to leave with meaningful connections.
4. A Creative Location to Inspire Innovation
Hosted in the vibrant city of Brussels, this year’s event provides the perfect backdrop for collaboration and forward-thinking conversations as we welcome a new Era of the EU Commission. Enjoy a creative venue with top-tier hospitality while immersing yourself in discussions that will drive digital advertising forward.
Don’t miss your chance to be part of the conversation shaping the industry’s future. Find out more about the event here, and secure your spot with an Early Bird discount before 29th March here today!
