What's in store for the programmatic world in 2025? We asked members of our Programmatic Trading Committee (PTC) for their predictions on the trends and themes that will shape the industry over the next 12 months. Take a look below to see their insights, including 2025 buzzword predictions!
We’re grateful to our PTC members for their valuable contributions. Check out their predictions, quotes, and perspectives below:
Josephine Howe, Senior Marketing Manager, Microsoft Advertising
"2025 will mark a technologically innovative year in programmatic advertising. Machine learning has played an important role for many years in our industry, yet we will start to see the adoption of further AI capabilities to make existing business models more effective and introduce new, exciting ad formats we have not thought of before.
Programmatic advertising has traditionally been a fast-evolving field where upskilling at pace is a table stake - this will enhance adoption even further. Beyond that, I believe 2025 will be a significant year for highly efficient personalised, yet privacy-safe advertising solutions. Browser APIs are to stand the test of time with the chance of being introduced at a broader scale."
Alex Still, Chief Commercial Officer, Verve
"Gamified advertising is set to experience a revival in 2025, with in-app ads seamlessly integrating into platform experiences. This reflects a shift toward greater media efficiency, as underutilised channels like in-app, DOOH, and audio gain prominence, offering brands opportunities for meaningful engagement with less competition. At the same time, privacy updates on platforms like iOS and Android will push brands to adopt advanced contextual targeting solutions to maintain effectiveness while respecting user privacy."
Jörg Vogelsang, Chief Digital Officer, BCN Brand Community Network & Vice Chair of IAB Europe’s Programmatic Trading Committee
"In the field of digital advertising, AI is, for now, mainly used for creation. In 2025, I expect further application possibilities, which will lead to significant improvements and efficiency increases in the backend for instance in the area of campaign management and campaign strategy.
Also, contextual targeting is something I would expect to develop further as well as hyper-personalisation. A negative aspect of AI is that websites and content can be generated very easily and cheaply, which benefits made for advertising websites. This is already a major issue in the US and the UK. In Germany, the proportion of MFA websites is expected to increase – awareness of the risks of MFA sites needs to be raised among advertisers. Alongside programmatic I assume that the proportion of curated marketplaces will increase."
Samir Chabab VP, Global Field Marketing, Ogury
"In 2025, AI and addressability will be key drivers of growth in the advertising industry. While 2024 focused on discovering and targeting audiences, this trend will accelerate as privacy concerns continue to rise. With more consumers opting out of data-sharing requests, advertisers will need to find innovative ways to reach their audience without compromising privacy.
AI will be at the forefront of this shift, enhancing real-time bidding, optimising ad placements, and predicting user behavior with greater precision. In this privacy-conscious environment, leveraging zero-party data—information willingly shared by consumers—will be crucial for creating personalised, performance-driven campaigns that respect user preferences, while ensuring effective targeting."
Ben Geach, Advertising Tech Lead, Google
"2024 was the year that marketers became comfortable with the advantages that AI gave them to compliment their own skillset, and 2025 we will see the adoption of these tools into every stage of the advertising workflow - from creative asset generation, through scaling campaign set-up to optimising & analysing results in real-time - AI tooling can provide this (& more) at scale, getting the right message, to the right customers, at the right time. Allowing marketers to be more responsive, highly innovative & results orientated."
Ekkehardt Schlottbohm, Regional VP, Northern Europe, PubMatic
"In 2025, the digital advertising industry will continue to evolve with a strong emphasis on transparency, efficiency, and audience-driven strategies. Agencies and brands will increasingly prioritise gaining control of the programmatic supply chain to ensure fair distribution of ad spend and improve publisher compensation."
Key trends include:
Supply Path Optimization (SPO) and Unlocking Working Media: Buyers will focus on tools and partnerships that provide deeper insights into the ad spend journey. By eliminating inefficient intermediaries and promoting open collaboration, the industry will enhance transparency and optimise media investments.
Curation: Organising premium inventory aligned with audience data will enable buyers to access high-quality, fraud-free, and brand-safe inventory. This approach, supported by advanced technology, will drive scalability, reduce costs, and maximise performance.
Connected TV (CTV) Evolution: Programmatic technology will continue to integrate into CTV buying, bridging traditional IO models with modern programmatic solutions. This shift will empower advertisers to achieve addressability and frequency control while maintaining the quality of direct deals."
Sam Matharu, EMEA Director of Analytics, Marketing Science
"Generative Creative - 2025 will be the year that programmatic creatives become boosted by Generative AI. We will move from dynamic creative optimisation (DCO) to GCO (Generative Creative Optimisation). Brands like Coca-Cola have already made hero adverts such as their Christmas TV Campaign with AI and we will see more of this next year - allowing scale, relevance, and applied creativity."
Franziska Motta Ferraz, VP, Media Owner Development, EMEA, Criteo
"In 2025, programmatic advertising will play a pivotal role in unlocking the potential of commerce media. By leveraging automation, data-driven insights, and real-time decision-making, programmatic will empower advertisers to connect with consumers more effectively and drive growth."
Consumer Behaviour Shifts - Adapting to Evolving Journeys: Consumer shopping behaviour has undergone significant changes, with more touchpoints and channels shaping the buyer’s journey. To address these shifts, new supply, signals, and experiences are being created to foster the change in consumer behaviour. Programmatic advertising tools need to adapt to stay attuned to consumer needs to ensure brands can effectively build trust, engagement, and long-term loyalty. The next iteration of commerce of the open web will emphasise ubiquity and frictionless shopping experiences across publisher content, social networks, and retailer websites. It will integrate advanced technologies, such as AI and identity signals, to create hyper-connected ecosystems where every interaction can potentially lead to a purchase.
Commerce Everywhere: Enabling Seamless Shopping Experiences: As consumer expectations lean heavily towards convenience, 2025 will likely see a surge in shoppable ad formats and commerce content. These formats and commerce will enable consumers to become closer to the point of purchase, minimising friction in the shopping journey.
Moreover, commerce media networks will further integrate advertising into retail environments—both onsite and offsite—blurring the lines between discovery and purchase.
The Power of AI Prediction Models in Advertising:
As commerce becomes intertwined into the consumer shopping journey, a whole new host of commerce-focused signals are created. Everything from products viewed, categories explored, time spent on specific product pages to brands engaged with on social platforms, and search terms used to create wish list, are all commerce-focused signals that are now at our fingertips.
With the increase in the number of signals, AI prediction models will revolutionise how brands deliver targeted and relevant ads. By analysing patterns and predicting consumer intent, AI is set to become a key driver in 2025, enabling hyper-personalised messaging tailored to individual preferences and providing contextually relevant ad placements during ideal points of purchase for better user experiences.
The integration of real-time insights, personalisation, and deep learning will not only improve ad effectiveness but also help brands build stronger emotional connections with their audiences.
Tanya Field, CPO and Co-founder, Novatiq
"2025 will prove decisive as regulators determine how to manage Google's influence in the advertising realm. This could manifest either as a sell-off, a breakup of its business, or a push for greater openness, with the aim of fostering healthier competition within the ad tech ecosystem.
Concurrently, expect further challenges to emerge around the methods marketers use to reach consumers online, with a likely crackdown on third-party solutions and a greater drive towards first-party alternatives. AI will, of course, continue to be a major trend in the year ahead but expect greater scrutiny into its workings. The focus will shift to integrating AI with robust privacy standards, ensuring that consumer protection and data privacy are not compromised. Finally, the re-election of Trump could potentially result in privacy challenges in the US, with the balance between consumer rights and the ability of businesses to use their data coming under pressure."
Josephine: "Generative artificial intelligence, reinforcement learning, personalisation."
Alex: "Gamified advertising, contextual targeting, media efficiency."
Jörg: "Evolution of AI, made for advertising, curated marketplaces, cookieless future / post cookie."
Giulia: "Personified advertising, privacy, addressability."
Ben: "Consumer choice, AI-powered campaigns, Creative x GenAI."
Ekkehardt: "Media curation."
Sam: "AI, addressability, incremental reach."
Franziska: "Commerce media, data signals, AI prediction models
Tanya: "Hyper personalisation, CTV dominance, media efficiency, AI privacy challenges, telco data, telco-verified IDs, telco-verification services."
Josephine: "Adoption, upskilling, innovation, privacy, security."
Alex: "Transition."
Jörg: "Change & evolution."
Giulia: "Consumer trust."
Ben: "Evolving consumer habits."
Ekkehardt: "Unlocking Working Media."
Sam: "Mainstream AI."
Franziska: "Commerce everywhere."
Tanya: "Turbulent and regressive."
CTV, Retail Media, DOOH... Where will brands invest in 2025 and what developments will be made? We asked our Brand Advertising Committee (BAC) for their predictions on the trends and themes that will shape the industry over the next 12 months. Take a look below to see their insights, including 2025 buzzword predictions!
A big thanks to Anita Caras, VP of Insights & Measurement, Teads, Jacques Cazin, Viznet Advisor, IAB Europe VP BAC and Emmanuel Josserand, Sr Dir, Brand, Agency and Industry Relations, FreeWheel, members of the BAC!
Jacques:
Anita:
Emmanuel:
Jacques:
Anita:
Emmanuel:
Jacques:
Anita:
Emmanuel:
If you'd like to find out more and get involved in IAB Europe's committee work in 2025, please reach out to the team at communications@iabeurope.eu.
The E-commerce Germany Awards (EGA) contest returns, welcoming both industry leaders and emerging players from the DACH e-commerce landscape who would like to showcase their unique solutions for the online shopping market and take part in the competition.
The EGA contest was founded in 2018, it attracts over 350 contestants and engages more than 80,000 industry professionals annually. The awards program highlights companies pushing boundaries, solving industry challenges, and defining trends in the DACH e-commerce landscape. Each year, the EGA contest offers participants valuable visibility, enhanced brand recognition, and a chance to connect with a broad network of industry experts.
New Year, New Categories to Compete in
The EGA 2025 contest consists of 12 categories. They are annually updated to align with the latest industry developments, ensuring that each facet of e-commerce is recognised. The categories for the 2025’s competition include:
The competition entries will be evaluated by a jury of e-commerce experts. This time it includes professionals from companies such as KoRo, Jack Wolfskin, RECUP, GREENFORCE, Kickerkult, heycater!, and many more, as well as members of industry associations. This diverse panel ensures a fair and insightful evaluation, identifying excellence across all categories.
How to Compete
Any company active in the DACH region e-commerce market is eligible to participate. The submission process is straightforward. First, the company that wishes to participate in the contest should select up to two categories that best represent their solution's strengths. Then they should prepare their entry, highlighting their company’s achievements, innovations, and contributions to the industry, backed by data and case studies. After that, all that’s left is submitting their application, following the guidelines on the EGA website to complete their entry.
It’s important to note that the initial submission is free, ensuring accessibility for everyone to apply. Fees only apply to the TOP 10 finalists in each category: €400 for one category and €250 for a second category.
Key dates and stages
Submissions are now open and close on the 20th of December 2024. Then there’s time for verification of applications and on the 7th of January, the public voting round will allow the e-commerce community to support their favorite companies on LinkedIn till 23th of January at 3 P.M. The TOP 10 in each category will then advance to the jury evaluation phase. The winners will be announced at the Awards Gala taking place on the 19 February 2025 in Berlin which also gives a great opportunity for connecting with other industry leaders along with celebrating outstanding achievements in e-commerce from the DACH region.
Are you ready to elevate your skills and master the digital future? IAB Europe Training is here to help you thrive in 2025 with expert-led courses, bespoke content, and engaging learning experiences. And now, we're making it even easier for valued IAB Europe members to join with exclusive discounts!
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Take advantage of these offers by emailing training@iabeurope.eu to receive your discount codes!
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Upcoming Courses – January 2025
Environmental Sustainability - 13th-17th January 2025
Learn how to reduce your organisation’s environmental impact while meeting the growing demand for sustainable digital advertising practices.
Retail Media Essentials - 21st January 2025
Explore one of the most dynamic areas of digital advertising. Gain insights into innovative marketing strategies, technologies, and regulations to stay competitive.
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Why is in-store Retail Media an under-invested channel, despite its significant traffic potential?
IAB Europe and the IAB have taken major steps to address this, collaborating to deliver the final comprehensive In-Store Retail Media Definitions and Measurement Standards.
After two months of open feedback, we thank all of our industry partners for their input and are pleased to release the final and improved version of the standards here.
This initiative wasn't a solo effort. IAB Europe and the IAB, collaborated with numerous Retail Media Networks and retailers to create a robust and industry-wide accepted standard. This collaborative approach ensures broader adoption and promotes greater transparency within the Retail Media ecosystem.
At the heart of this initiative lies a clear definition of what in-store Retail Media is: advertising inventory that leverages retail data for planning, execution, and measurement within a store's physical environment.
As Yara Daher, Retail Media Consultant at IAB Europe noted in her ‘Coming out of Denial’ blog post last month: “All In-Store Media is Retail Media: In-store Retail Media merges experiential marketing with digital strategies”.
Whilst the definition encompasses a variety of formats, the focus of these standards is on digital screens, audio, and connected shopping formats. Other formats will be included in future iterations.
This document is by no means the final word - it’s a foundation for industry dialogue, and we understand that it doesn’t perfectly apply to every store format or every category. We are committed to working closely with the industry to provide specific examples, detailed explainers, and further definitions to make this work even more tangible and applicable.
The definitions and standards included in the final document introduce essential terminology and metrics, including:
With its ability to blend experiential and digital strategies, in-store Retail Media holds great potential for brands and retailers alike. These definitions and standards aim to align the industry and enable all stakeholders to speak a common language to unlock growth opportunities.
Commenting on the final release of the standards, Jeffrey Bustos, VP, Measurement Addressability Data at IAB said, "These standards lay the groundwork for transparency and consistency in in-store retail media by focusing on what matters—clear definitions and measurement methodologies. It's about understanding the true impact of campaigns and driving better outcomes for brands and retailers. This collaborative effort is a big step forward for the industry.”
We invite you to explore the final standards here.
As concerns about climate change continue to grow, digital advertising professionals are increasingly aware of our industry's environmental impact and the urgent need for action.
As such, IAB Europe Training recently launched its ‘Environmental Sustainability in Digital Advertising’ course, to help industry professionals reduce their organisation's carbon emissions and drive transformative change within the digital advertising supply chain.
To dive a little deeper into what the course entails, we caught up with our course facilitator, Dimitris Beis, Data Analyst and Sustainability Lead at IAB Europe, to learn more about the course and why this initiative is so important. See what he had to say below!
Q. Why is sustainability a key focus for the digital advertising industry?
In recent years, sustainability has risen to the forefront of discussions in the digital advertising industry, evolving from a niche concern to a widely acknowledged priority.
As more and more people recognise the significant environmental impact of internet-related activities, devices, and systems, our industry has become increasingly aware of its responsibility to address its contribution to the climate crisis and take decisive action to adopt sustainable practices and reduce the overall carbon footprint of the digital advertising ecosystem. From creative production to programmatic supply chains, every aspect of our industry leaves a carbon footprint and it’s important we empower people and companies to make more informed and impactful changes in our industry.
Q. What inspired the creation of the Environmental Sustainability for Digital Advertising course?
As mentioned above, there is a growing awareness across our industry about the need for sustainability. Furthermore, our research indicates that industry education remains a key challenge. Environmental sustainability is often perceived as a very technical and inaccessible topic leading to many feeling unsure of where to start. This course was designed to help industry professionals at all levels to better understand and implement sustainability strategies by providing practical insights and easy-to-use tools that can help make a difference. We want to make sustainability accessible and actionable for all.
Q. What can participants expect to learn from this course?
From 13th - 17th January, across five two-hour dedicated sessions, participants can expect to cover a broad spectrum of topics. The course has been designed to cater to professionals with various levels of familiarity with environmental sustainability, building up from a basic cross-sector overview of ESG to more technical topics. From the environmental impacts of digital advertising to how to quantify carbon emissions and optimise operations for sustainable efficiency, we’ll provide you with the practical tools and insights you need to help reduce your organisations emissions and implement effective measures to drive real change in the supply chain today.
Q. Why should industry professionals be prioritising sustainability now?
Beyond its environmental benefits, sustainability is also a key driver for business. Besides the increasing compliance obligations created by regulation, many consumers and clients are increasingly demanding eco-conscious practices. By being proactive participants can better navigate this complex space both to satisfy the moral imperative for climate action and advance their business objectives.
Q. What would you say to anyone considering signing up for the course?
No matter what level you’re coming to us at, this is your opportunity to help lead change in our industry. This course will help to give you the confidence and tools you need to make a difference in your day-to-day and play your part in the transition to a more sustainable mode of operations for the digital advertising ecosystem.
Ready to take action? Find out more and enrol to join the IAB Europe Training Environmental Sustainability for Digital Advertising Course taking place 13th - 17th January 2025, here.
In this week's member guest blog post, we hear from Anastasiya Baydechenko as she shares her latest experiences from Ukraine, and how her team is dealing with the intensifying attacks they are suffering as a Nation.
We continue to offer our heartfelt support to our colleagues in Ukraine. To show your solidarity, you can explore ways to help by supporting critical aid organisations. Visit this link for a list of trusted organisations where you can make a donation and provide meaningful support to those in need.
Every contribution counts. Let’s stand together for Ukraine.
If we were asked now what life in Ukraine has been like in recent weeks, I would say it's an online game similar to the «3 Body problem»: we never know what the next level will be like, but 100% more difficult. Back in the spring, we could classify attacks and predict whether we would have a long or short air raid, whether it would be very loud or not, and whether it would be worth hiding in the subway or sleeping in the bathroom. Back in the summer, reconnaissance drones could mostly fly during the day, but now even strike drones fly during the day. Now we have either combined attacks of many types of weapons (Russian, Iran, north Korean) or something completely new. The level of uncertainty is going off the charts now.
Last month, enemy drones were launched at about 5 pm, in very large numbers, on November 25th, for example, 145 strike drones were launched. Most often they fly to Kyiv. Other cities are under targeted attack: Dnipro, Odesa, Kryvyi Rih, Zaporizhia. Usually about half will be neutralised by electronic warfare means, and the rest will be shot down by air defense forces, but some may hit civilian infrastructure or houses. There is also always a risk of damage to buildings from the debris of downed drones. From time to time, strategic aviation takes off and then we are attacked by missiles, usually, such attacks are accompanied by missiles from submarines, Kinzhal missiles from MiG 31K planes, and ballistic missiles. For example, on November 17th we experienced a massive attack, the enemy launched 210 air targets at Ukraine, of which 144 were shot down, 41 were destroyed by electronic warfare means, and 2 returned to Russian territory (my applause). But blackouts are back. Kyiv has returned to the constant sounds and smells of gasoline generators.
Оn November 21st, we were attacked with an intercontinental ballistic missile, as far as I know, this is the first case in history of the use of such a missile. There were several videos on the Internet. The complexity of this missile is that it breaks up into 6 shells, each of which breaks up into 6 more, forming a total of 36 targets for air defense.
A pertinent question is, how does all this affect people, businesses, and the country as a whole? Undoubtedly negatively. Although there have always been and will be fatalists who, under any shelling, go to the store, walk the dog, or go wherever they want. And some of our supermarkets are open during the air raid siren.
Still, most people experience a wide range of strong negative emotions from fear, anxiety, and despair to aggression and hatred. Moreover, collective negative emotions are extremely contagious, they easily engulf the masses. General news, propaganda, fake news, and separate information or videos about the executions of our prisoners of war only add fuel to the fire. The situation is further complicated by the fact that, in general, Ukrainians very rarely seek psychological or psychiatric help and are not willing to take medication, antidepressants in particular.
Businesses are undoubtedly under the influence of negative economic expectations, which are stopping development. Global advertisers are very quick to withdraw budgets in a crisis, but more inert when it comes to resuming advertising activity. These frozen budgets are partially compensated by local advertisers, but only partially. The issue of labour shortages, due to mobilisation and migration, is also becoming increasingly acute. Attacks on energy infrastructure and power outages are also an important factor in low business optimism.
But is there anything positive and how do we live with all this?
Yes, nothing has taught us to live in the here and now like shelling, and nothing has taught us more about time management than the blackouts. Many things that have been hanging in the nation's tasks for hundreds of years are now finding their solution in these slightly more than a thousand days of war: the issue of our own army, the critical importance of language, the understanding that national security is not a subject of subcontracting.
Every time we receive new horror stories from the news, messengers, or propaganda tools about some new or another missile that has no analogues and will blow up half of Kyiv, I think, okay, what can I do? I am not an Air Defense. The IAB Ukraine team and I can do our job. Moreover, I believe that when we are not frozen in a reptilian reaction to the danger of the outside world, but see ourselves in the future through plans, tasks, projects, we are signing a virtual contract with Life.
And saying to Death: “Not today”.
Don't forget to Visit this link for a list of trusted organisations where you can make a donation and provide meaningful support to those in need.
Every contribution counts. Let’s stand together for Ukraine.
At IAB Europe, we recently announced the Beta launch of our Retail Media Certification Programme an industry-first initiative designed to set a new standard for transparency, fairness, and accountability in Retail Media measurement.
To help you better understand the programme, what it is about and why Retailers should get involved, we sat down with our very own Industry Development & Insights Director, Marie-Clare Puffett. Here, she answers some key questions and shares her vision for the programme.
Q1. What inspired the creation of the IAB Europe Retail Media Certification Programme?
With Retail Media becoming such an integral part of brand strategies and the challenge of consistent measurement standards coming up in so many conversations, we saw an urgent need for standards to be created and certified to ensure transparency, and best practices in our industry. Our goal is to build trust and enable all stakeholders to operate efficiently and confidently in this space. The programme provides a benchmark of excellence, ensuring those certified meet essential criteria that align with global best practices.
Q2. Who is the programme designed for, and why should companies participate?
The programme is initially designed for retailers, enabling them to demonstrate their commitment to transparency, fairness and accountability in Retail Media reporting. The plan is to expand this to other companies in the ecosystem in 2026 and beyond.
Certified retailers will benefit from increased trust with brands, agencies, and other industry stakeholders, so it’s a great opportunity to showcase leadership in the Retail Media space.
Q3. What does the certification process look like?
The certification process has two stages. First, there will be an independent audit with one of our approved auditors of the Retailer’s Media Network measurement capabilities, against the required standards outlined in our compliance table. Then, if at least 90% of the required standards are met, we will provide the retailer with a certification badge solidifying their position that will be valid for one year.
Q4. How does the programme benefit the wider Retail Media ecosystem?
Certification is a powerful tool for driving consistency across the Retail Media landscape. It provides a common language and set of expectations that companies can use to communicate their value more effectively. Ultimately, this will help Retail Media grow by making it a more transparent and efficient channel for everyone involved.
Q5. What support does IAB Europe offer to companies interested in the certification programme?
The compliance table provides a comprehensive overview of what will be checked during the independent audit. We are open to meeting with retailers to discuss these requirements and the independent auditors will also host an initial kick-off meeting to discuss the requirements and any questions. Our goal is to make this process as smooth as possible, ensuring that everyone who is ready for certification can achieve it. If you would like to register your interest you can do so here.
Q6. Is there a cost associated with the certification?
Yes, there is a fee for the certification process and there are two costs to consider. Firstly, the independent audit will need to be paid for and secondly, once the audit has been passed and the company wishes to receive certification then a certification fee is due to IAB Europe. You can find out more in our FAQ document here.
Q7. How does this programme align with IAB Europe’s mission?
At IAB Europe, we’re dedicated to advancing digital advertising by promoting standards and best practices across all channels. The Retail Media Certification Programme aligns perfectly with this mission by addressing the unique needs and challenges within Retail Media. It’s another great step toward creating a transparent, accountable, and thriving digital ecosystem.
For more information on IAB Europe’s Retail Media Certification Programme and how you can get involved, visit our webpage here.
Our 2024 State of Readiness—Sustainability in Digital Advertising survey is now open! Take part today to help us understand how much progress our industry has made towards sustainable digital advertising practices.
As sustainability becomes ever more critical across the digital advertising ecosystem, it’s essential to gauge how companies are prioritising and progressing with it.
By participating in our short survey, you’ll contribute to an insightful, pan-European overview of our industry's advancement toward sustainability. This year, we’re particularly focused on comparing results with last year’s report to measure real progress and shifts in attitudes.
Why take part?
Whether you're part of a local or pan-European team, from the buy or sell side, your voice matters. Don’t miss the opportunity to have your say before the extended deadline on Friday, 17th January 2025.
Our Retail Media Consultant, Yara Daher, shares five key principles to help guide Retail Media's transformation in 2025.
Retail Media is no longer a niche; it's a dominant force shaping the future of advertising, and the numbers speak for themselves. Retail Media in Europe grew 4x faster than the total ad market in 2023, boasting a staggering 22.1% growth compared to 6.1% for the overall market. This trend is projected to continue, with forecasts indicating a €31 billion market value by 2028.
Budgets are shifting from trade but also from other media channels such as linear TV and programmatic. It is a mistake to talk about Retail Media in isolation, the Future of Retail Media is pegged to the future of other media. CTV and Retail Media will witness similar rates of growth but the truth is one powers the others. Retail data will power CTV (or other channels) a Coca-Cola campaign might be booked as Retail Media on Tesco but activated on ITV.
Keith Bryan of Colosseum Strategy and former President of Best Buy Ads told his board 14 years ago “Retailers are media companies in denial”. They believed in that and let him set up what is now 'Best Buy Ads'. As we approach 2025, it is time for Retail Media Networks (RMNs) and Commerce Media Networks (CMNs) to emerge from this denial. To achieve this, a collaborative effort is essential. RMNs, CMNs, brands, agencies, ad tech companies, and industry bodies must work in unison to drive significant advancements in Retail Media.
Here are five key principles to guide this transformation:
1. Retail + Media: The synergy between retail and media is vital; neglecting one undermines the effectiveness of the other. Understanding and leveraging this duality will be critical for success.
2. All In-Store Media is Retail Media: In-store Retail Media merges experiential marketing with digital strategies. Prioritising scalability over hyper-personalisation will help maximize impact in physical retail environments.
3. Don’t ignore Onsite Search: Failure to optimise onsite search is an existential threat. RMNs must recognise the importance of a seamless and effective onsite experience to enhance visibility and engagement.
4. Capture the Full Customer Journey Offsite: Offsite media extends across the entire customer journey. Programmatic partnerships can provide extensive reach, but true differentiation comes from strategic collaborations with publishers and creators.
5. Move Beyond ROAS – Embrace I²: It's time to shift focus from Return on Ad Spend (ROAS) to Insights and Incrementality (I²). By prioritising these metrics, brands can gain a deeper understanding of campaign performance and enhance decision-making.
As Retail Media continues to gain traction, embracing these principles will help the industry move forward. By recognising the interconnectedness of retail and media, and working collaboratively among all stakeholders, we can transform Retail Media into a driving force for advertising success in 2025 and beyond.
Find out more about IAB Europe's Retail Media work and how you can get involved on our Retail Media Hub here.
Agencies Report 68% Increase in Programmatic Buying
CTV, Retail Media, and AI Drive Future Growth
Brussels, Belgium, 6th November 2024 - IAB Europe, the leading European-level industry association for the digital advertising ecosystem, has today released its highly anticipated 2024 Attitudes to Programmatic Advertising Report. Now in its 10th year, the report reveals the current state of programmatic adoption, key drivers and barriers, and emerging trends across Europe’s digital advertising landscape.
Compiled by IAB Europe’s Programmatic Trading Committee, this survey gathered insights from 254 respondents, including advertisers, agencies, publishers, and ad tech vendors across 31 markets. Respondents operate with both pan-European and global remits, with over half of them managing annual advertising budgets exceeding €1 million. This comprehensive study provides a crucial benchmark for the buy- and the sell-side of the industry, helping to define the evolving strategies that will shape future investment and operations.
As the European digital ad market, valued at €96.9 billion, continues its shift toward programmatic-first approaches, the survey highlights a steady growth in programmatic spending across display, mobile, video, and emerging channels such as Connected TV (CTV) and Retail Media.
Key Findings:
Programmatic Investment Continues to Rise Amid Evolving Channel Strategies
Although growth in display programmatic investment is maturing, 27% of advertisers now allocate over 81% of their display budgets programmatically, with agencies leading the shift, reporting a 68% increase in programmatic buying. Mobile also saw a rise in agency-side programmatic investment, reaching 61%.
CTV and Retail Media are becoming pillars of programmatic growth, with 40% of advertisers buying CTV programmatically. Agencies also report a significant rise in Retail Media investments, signaling new strategies in this maturing programmatic landscape.
Cadi Jones, SVP Europe at Index Exchange, a contributor to the report highlighted CTV as a pivotal growth area, saying, "The rise of Connected TV is transforming the programmatic advertising landscape. With an increasing number of viewers opting for streaming platforms, we’re seeing a major change in how advertisers connect with their audiences. As we continue to innovate in this space, leveraging programmatic solutions will be key to unlocking the full potential of CTV, driving both engagement and performance for the industry at large."
AI and Addressability Lead Growth Areas for 2024 and Beyond
AI and CTV top the list of growth areas for advertisers and agencies, with 36% citing AI as a key growth driver. As the industry prepares for a post-cookie world, first-party data and contextual targeting remain focal strategies for driving audience insights.
Challenges with Media Quality, Brand Safety, and Privacy
Rising media quality concerns and the phase-out of third-party cookies highlight a significant shift for the buy side, with 31% of advertisers prioritising brand safety and media quality as key barriers to investment. Agencies and publishers are increasingly prioritising transparency and media quality as essential to maintaining audience trust.
Quality assurance is a top priority, with advertisers calling for stronger standards in brand safety, ad fraud prevention, and media reliability to build confidence for sustainable growth. Additionally, data practices are evolving toward first-party data, but industry readiness for the shift from third-party cookies remains mixed.
Sustainability Gains Momentum Despite Economic Pressures
Sustainability remains a strategic focus, though progress varies across stakeholders. While 81% of agencies prioritise sustainability compared to 60% of advertisers, commitment among advertisers has declined by 20% from previous years. Only 20% of advertisers report concrete progress towards Ad Net Zero (ANZ), indicating an industry-wide need for better alignment on sustainability standards. Despite this, innovation in data science and machine learning is driving carbon transparency and efficiency, setting the stage for more sustainable programmatic advertising in a privacy-first environment.
This year’s report underscores the evolution of programmatic advertising across Europe over the last 10 years, as it becomes increasingly sophisticated and integral to advertisers’ strategies. With the industry set to confront challenges surrounding privacy, data, and sustainability, the findings provide critical insights that will drive future programmatic growth and investment.
Emmanuel Josserand, Sr Dir, Brand, Agency and Industry Relations, FreeWheel, who also contributed to the report, commented on the sustainability findings, “It’s encouraging to see that, compared to last year, environmental sustainability is less of a barrier to programmatic investments and continues to be a focus for all media players. There is a lot of great work being done and initiatives, such as the IAB Europe’s sustainability committees and working groups, and we should continue to engage in constructive dialogues and action plans, making sustainability a seamless part of our programmatic ecosystem. This willingness to make progress, despite challenges, will ultimately lead to a more sustainable future for all’’.
The full report with accompanying graphs can be downloaded here.
We are pleased to announce the launch of IAB Europe Training, an educational initiative designed to provide training courses for digital advertising professionals on thematic areas where IAB Europe and its expert working groups are active and drive the uptake of IAB Europe standards. Developed by industry-leading experts from IAB Europe, our courses will equip you with the skills and knowledge you need to excel in the world of digital.
Crafted to meet the needs of professionals at all levels, from beginners to the more advanced, our courses will offer accessible, supportive content in an engaging and dynamic learning environment. They are intended to be distinct from, and complementary to, courses offered by IAB Europe’s member national federations.
Key Features include:
Expert-Led Courses - Our courses are developed and delivered by IAB Europe professionals, who offer deep insights and practical knowledge to ensure you gain key skills that can be applied to your work immediately.
Engaging Learning Experience - We offer full access to the IAB Europe Training learning platform, where students can explore reading materials tailored to the course content. In addition, our live sessions provide an opportunity to engage directly with the training material, ask questions, and gain real-time insights. These combined resources ensure that digital advertising professionals receive the support they need to navigate and excel in their learning journey confidently.
Bespoke Content - IAB Europe Training offers uniquely tailored content, covering the most up-to-date insights on key industry topics. Our training courses are refreshed quarterly, ensuring that they keep pace with the ever-evolving digital advertising landscape. Delivered by industry professionals to their peers, the courses are designed to address the specific, real-time needs of the sector, providing actionable knowledge when it’s needed most.
Initially, IAB Europe Training will offer training opportunities in Retail Media and Environmental Sustainability. By focusing on these relatively new and evolving topics, we aim to cover new ground in the digital advertising landscape and demonstrate a commitment to driving these initiatives forward.
Retail Media is one of the fastest-growing sectors within digital advertising, driven by the surge in e-commerce and the increasing value of first-party data. By focusing on Retail Media, the IAB Europe Training will address a key area where advertisers, brands, and publishers need guidance to effectively navigate new marketing strategies, technologies, and regulations.
Find out more about the Retail Media Course here.
As concerns about climate change and environmental degradation grow, digital advertising professionals are increasingly aware of the environmental impact of their work and are seeking action from their organisations to reduce carbon emissions. Through our sustainability training, we aim to enhance awareness within the digital advertising ecosystem and provide valuable insights that departments can implement to instigate transformative change and make a positive impact across the supply chain.
Find out more about the Environmental Sustainability in Digital Advertising Course here.
Whether you’re looking to suss out sustainability or raise your Retail Media a-game, our training programme is here to help guide you to digital advertising success. Join us at IAB Europe Training to elevate your expertise, stay ahead of industry changes, and become a master of the digital advertising world.
More information and registration for IAB Europe Training courses is now available on the IAB Europe Training website here.
You can also access our FAQs here.
IAB Europe Members and National IAB Members can enjoy an exclusive 10% discount.
If you have questions about the IAB Europe Training or would like to access the discount code, please email training@iabeurope.eu.
