Brussels, Belgium, 8th April 2025 – A new study by IAB Europe, conducted by leading research firm Kantar, reveals fresh insights into how European consumers perceive online advertising, data privacy, and the trade-offs that sustain free digital services. As debates around privacy regulation and the future of digital advertising continue, the research highlights a key reality: while consumers want control over their data, they also recognise the value of an ad-supported internet.
The study surveyed internet users aged 16 and above across 12 European markets to ensure a representative sample of EU consumers. A total of 10,500 interviews were conducted—1,000 in Germany, France, Italy, Spain, Poland, Sweden, the Netherlands, Czechia, and Belgium, and 500 in Denmark, the Republic of Ireland, and Norway.
The research findings revealed that the average European consumer receives €212 worth of free online services per month, including essential tools such as search engines, email, and news platforms. While privacy is a top concern, 60% of consumers believe a “pay or consent” model is reasonable when they understand the value exchange involved.
Commenting on the findings, IAB Europe’s CEO, Townsend Feehan said, “This study highlights that, seven years after the GDPR went into effect, EU consumers show good levels of awareness that the law gives them rights and choices, places obligations on the companies that process their data, and provides for sanctions in case of non-compliance. This is how GDPR was supposed to work – empowering users to make choices on the basis of information, with a high baseline level of data protection. This said, the survey shows frustration with the daily experience of trying to exercise choice, concern about whether the rules are being effectively enforced, and a gap between consumers’ abstract preference for relevant ads and their recall of ads that actually were. So clearly, there are some important go-dos for both industry and regulators.”
A Digital Economy Built on Value Exchange
Digital services are deeply embedded in everyday life, with millions relying on ad-funded online services for communication, entertainment, and information. It is no wonder that consumers would miss these services if they were no longer available to them for free. However, many consumers are unaware of the economic model that sustains these services.
The research shows that consumers appreciate the benefits of free access, they also recognise the potential downsides if personalised advertising were restricted - such as paywalls, reduced content quality, and limited accessibility. Moreover, when consumers learned that advertisers pay more for personalised ads - helping to keep these services free - more of them saw consent as a fair value exchange.
The Role of Personalised Advertising
Consumers have clear expectations when it comes to digital advertising: ads should be relevant, non-intrusive, and add value to their online experience. The study finds that:
However, when personalised ads miss the mark - such as showing ads for products consumers have already purchased - they quickly become a source of frustration.
Policy Recommendations
To translate the findings of this study into actionable change, IAB Europe has developed a series of policy recommendations outlined in the report.
Key recommendations include:
A Sustainable Future for Digital Advertising
As the EU continues shaping digital policies, IAB Europe urges policymakers and industry leaders to consider consumer sentiment alongside economic realities. With the right balance, the industry can ensure that online services remain accessible, privacy-conscious, and economically viable for the long term.
The full report can be viewed on IAB Europe’s website here and you can view an overview of the insights in our short animated video here. For more information, join the IAB Europe & Kantar Webinar on 15th April at 15:00 CET where industry experts will discuss the implications of the study’s findings for the EU’s digital future. Register here to secure your spot.
Get ready for Interact 2025, our flagship event taking place 20th - 21st May in Brussels, Belgium, where industry leaders and innovators will gather to explore the future of digital advertising. This year’s agenda is packed with thought-provoking discussions, hands-on workshops, and expert-led masterclasses designed to equip you with the insights you need to stay ahead in an evolving landscape.
Here’s a snapshot of some of the exciting things we have planned on the agenda:
Mainstage Morning: Visionary Keynotes
The day will kick off with keynote presentations from leaders both within and outside the industry, offering fresh perspectives on the forces shaping digital advertising. Expect insights from industry experts including:
Keep your eyes peeled for more speakers to be announced very soon…
Afternoon Workstreams: Deep Dives into Key Topics with Round Table Masterclasses & Workshops
The afternoon will see attendees breaking into dedicated workstreams, featuring four in-depth workshops and a series of masterclasses:
Inspiring & Informative Workshops
Masterclasses: Expertise on Critical Topics
Complementing the main agenda, Interact 2025 will also feature a series of masterclasses focusing on some of the most pressing topics in digital advertising, including:
Join the Conversation
Interact 2025 promises to be an unmissable event for anyone invested in the future of digital advertising. Whether you're looking to gain strategic insights, engage in hands-on learning, or network with industry peers, this is the place to be.
Visit our event page here, stay tuned for more updates, and secure your spot here today!
Want to be part of the agenda? Connect with us to explore partnership opportunities for Interact 2025. Reach out to Helen at mussard@iabeurope.eu to learn how you can get involved!
With the Retail Media landscape constantly growing, a shared understanding of key concepts is essential in helping industry professionals to navigate it. To support this, we’ve released an updated version of our Retail & Commerce Media Glossary and the Retail & Commerce Media Definitions One Pager. These resources offer clear, pan-European definitions to help standardise the language around Retail Media in digital advertising and promote industry-wide alignment.
This update builds upon the definitions first introduced in IAB Europe’s 101 Guide to Retail Media, ensuring they remain relevant, comprehensive, and adaptable to this continually evolving space.
We extend our gratitude to IAB Australia for allowing us to adapt their Glossary, and to our Retail & Commerce Media Committee members, whose insights and expertise have helped shape this valuable resource:
Access the updated Glossary here and the Definitions One Pager here.
For more information on IAB Europe’s Retail and Commerce Media work and how you can get involved, please visit our Retail Media Hub here, or contact Marie-Clare Puffett at puffett@iabeurope.eu.
Sustainability is no longer a choice - it’s a necessity. As the digital advertising industry works toward reducing its environmental impact, access to smart, effective tools is critical. That’s why we’re excited to introduce LEAF, a suite of powerful utilities designed to help advertisers, agencies, ad tech providers, and publishers measure and reduce their carbon footprint.
Why LEAF?
LEAF provides a comprehensive solution for businesses looking to integrate sustainability into their digital ad strategies. With LEAF, you can:
Innovative Tools for Smarter Advertising
LEAF includes IAB Europe sustainability solutions such as:
And this is just the beginning! With more utilities set to be added, LEAF is a game-changer for companies committed to sustainable digital advertising.
How to Join LEAF
LEAF is designed to be accessible to the entire digital advertising ecosystem. IAB Europe members can enjoy free access, while National IAB and Federation members benefit from exclusive discounted rates. Non-members can also join with a standard fee.
Take the Next Step Toward Sustainable Advertising
Learn more about LEAF here, explore our FAQs, and start making a difference today.
Register for LEAF to join here!
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.
