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!
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 going to be highlighting the diverse roles, experiences, and achievements of the women at IAB Europe, as well as our National IAB colleagues. 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.
To kick off the series, we’re happy to introduce Anastasiya Baydachenko, CEO of IAB Ukraine. As a female leader in digital advertising, Anastasiya has been a driving force in leading the digital advertising industry forward in Ukraine, while navigating the challenges of working and living through the war. Here’s what she has to say.
Q. Can you tell us about your journey into digital advertising and how you became the CEO of IAB Ukraine?
My career path in advertising began almost immediately after graduation from university in 2003, before that I was an intern at the National Security and Defense Committee for a year. My first job was at the UM media agency as a TV buyer, TV planning head, and later planning director and strategic director. I started working with the digital sphere before it became a popular direction in Ukraine. Since 2006, I have participated in the work of industrial associations, I was one of the methodology authors for assessing the volume of the digital advertising market holding the positions of CDO in Dentsu and CEO of Isobar from 2010 up until 2016. After my contract ended with IPG for the positions of Chief Transformation Officer and Chief Operation Officer in 2019, I planned to take a small sabbatical for a few months, but I was offered the position of CEO of IAB Ukraine.
No matter how funny it sounds, I was then offered a part-time job - half a day working with IAB and half a day with my projects. It did not happen as expected, because, for the first two years, it was not just part-time employment, this work required 150% loading and full commitment, because there were very few members, debts, and a misunderstanding of the role of the industrial organisation and the aggressive strategy of other associations.
Q. As a female leader in the industry, what challenges have you faced, and how have you overcome them?
At the very beginning, the Ukrainian digital industry was a realm of men. Often, if a woman, the owner or manager of a digital agency, came to a meeting, they said that she must be someone's protégé.
Even with over 20 years of active industry development, with many women having obtained leadership positions, started their businesses, and become owners of agencies and services, we still face difficulties. Namely, the lower level of salaries and bonuses, worse motivational packages, the difficulty of receiving maternity benefits, the need to leave maternity leave after a few months, and the need to work full-time after maternity leave having part-time offers and payments.
When I joined the IAB, we only had one woman on the board - now we have three. There was one female committee chair, now we have five (Market Standards, Programmatic, Mobile, IM, Data). We are trying to increase the number of female speakers at all our events to at least 40%.
I think this may seem obvious, but even these simple steps don't happen by themselves. The goal of increasing the presence and visibility of women in the industry must be formed, declared, and always kept in front of the eyes.
Q. How has the war in Ukraine impacted your work, and what strategies have you used to maintain resilience and lead your team through these challenges?
A full-scale war completely changed our reality, including at work. The team ended up in different places, the schedule and plans were destroyed, and we lived and worked in short-term periods. What helped us at that time was joining information resistance projects. For the first two months, we were so busy with these projects it helped us not to concentrate only on our fears.
I changed the approach to a more flexible one, we started the working day later, since there were several alarms at night, and the deadlines also became adaptive, for example, we released our flagship project on the rating of agencies in 2022 in May, instead of March. But we released it.
Accordingly, precisely then, in the spring of 2022, a clear understanding was formed that the task of the industrial association in such turbulent times was to be islands of support for the industry. Because of what? Due to the stable implementation of industrial projects: market assessment, rating, Barometer, salary cut, etc. On the other hand, we must remain very humane and empathetic and understand that most of the people we communicate with have been affected by the war in one way or another, some have lost relatives, homes, and jobs. Some have PTSD and have difficulty with psychological conditions.
This also applies to the team. Sometimes we spend more time on our internal statuses on communication and psychological recovery than on the work processes and projects themselves.
If I were to try to formulate this strategy for survival during war, I would call it empathic resilience. When you are so stable first, you can, without faltering, help another person stand up.
Q. Balancing work and personal life is always a challenge, but even more so in times of crisis. How do you manage to stay focused, motivated, and take care of yourself?
Balance is always a hard thing, regardless of war or political situation. I personally find it helpful to understand that we are complex beings - which for a full life should maintain a physical, intellectual, emotional, and spiritual balance. This means, at a minimum, that sports, studies, communication with loved ones, art therapy, and spiritual practices (meditations) should always be present in my life. I observe that sometimes war can significantly shift the balance towards work, but it can also be a kind of therapy in these times because one does not focus only on war and war news. The opposite worked for me, I returned to drawing.
To stay focused and motivated, I am helped by routine tools of planning and control plan-fact. But maybe it works because I love my job and I have other interests: kids, hobbies, studies.
Q. What advice would you give to other women aspiring to leadership roles in digital advertising?
Every time I've been told that something is not possible, I answer - "News flash, I do impossible things”
How does it work?
1. Formulation of a clear goal
2. Understanding of resources and ways
3. Understand that you may have to fall 1000 times and get up 1001 times
4. Every time you hit a brick wall, ask yourself where the other way is
5. Understanding how other people will be involved
6. keep the desired target in front of your eyes moving step by step
And this boring step-by-step is far more important than any magic.
If you're keen to hear more from Anastasiya and learn more about her experiences working in the digital advertising industry in Ukraine, keep your eyes peeled for our exclusive new "Advertising Amidst Adversity: War Diaries from IAB Ukraine's CEO" blog series coming soon!
In recognition of International Women’s Day 2025 coming up on 8th March, IAB Europe is proud to celebrate 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’ll be highlighting the diverse roles, experiences, and achievements of the women at IAB Europe and our National IAB network. By sharing thoughts and stories, we hope to inspire action, encourage more women to pursue careers in digital advertising, and showcase the collective impact of our team.
View current posts here:
Stay tuned as we shine a spotlight on even more of the individuals who help make IAB Europe a great place to be!
Yara Daher, Retail Media Consultant at IAB Europe discusses key findings ahead of IAB Europe’s Guidelines to Sales Incrementality Measurement. She explores what incrementality means, how it differs from common proxies, and the best methods for measurement, inviting industry feedback ahead of the guide’s publication.
With Retail Media playing an increasingly pivotal role in advertising strategies, understanding the true return on investment (ROI) of your Retail Media campaigns is critical. This goes beyond simply tracking clicks and impressions; it requires a deeper understanding of incrementality – the additional sales generated solely because of your advertising efforts.
IAB Europe’s Guidelines to Sales Incrementality Measurement will be issued this summer. The Guide will define what incrementality means, distinguish it from commonly mistaken proxies, explore various measurement methodologies, address associated challenges, and identify tools and platforms facilitating effective incrementality measurement. In this blog, I aim to lay out some of our findings to date and current thinking around Incrementality. It is an invitation to provide your thoughts and opinions ahead of the Guide being issued for public comment.
Incrementality sales measurement answers a critical question: What additional sales are directly attributable to your advertising campaign? It isolates the campaign's true impact, disentangling it from other factors influencing sales.
While valuable standalone metrics like overall sales, customer insights, and sales insights exist within Retail Media, offering unique precision and actionability, incrementality serves a specific purpose within specific campaigns. It is one piece of the measurement funnel, not the entire solution. It is important to note that it is not always possible to deliver incrementality measurement.
Based on our research and discussions so far, the following would be considered as proxies but true Incremental Sales measurement:
The following provides an overview of the metrics and insights available in the Retail Media measurement funnel. The sections in purple are all covered in IAB Europe’s On-Site and Off-Site Measurement Standards. We continue to improve our definitions and guidelines and aim to cover the full funnel.
What is the Best Method?
The best method for measuring incrementality will depend on your specific needs, resources, and data availability. There are two classes of techniques: Randomised Control Trials and Multi Touch Modeling with 7 methods that can be used. Below is a summary of the strengths and challenges of each method based on our research so far. The Guide we plan to issue will cover the methods most suited to Retail Media campaigns.
| Method | Strengths | Challenges |
| AB testing | Precise point in time estimation. | Not all platforms allow for this level of test design, operationalising a testing plan at scale requires significant resources, generalisability of results (how broadly learnings can be applied) should only be limited to very similar conditions as the designed experiments. |
| Match-Market Testing | Precise point in time estimation. | Compared to RCTs, there is some possibility of "contamination" from outside factors. Not all platforms allow for this level of test design, operationalising a testing plan at scale requires significant resources, generalisability of results (how broadly learnings can be applied) should only be limited to very similar conditions as the designed experiments. |
| Machine Learning Counterfactual Models | Potentially high predictive accuracy and flexibility. | Data complexity, data quality, trust in method among non-experts, the need for advanced techniques and communication of insights. |
| Synthetic Control Method | Challenges include bias and quality of synthetic data, lack of real consumer characteristics not modelled and trust among non-experts. | |
| Shadow-Mode Testing | Challenges include availability of additional technical systems, reliable methods to make systems comparable, data science skills required, potentially duplicate system costs, team members with the ability to act in real time on live diagnostics. | |
| Ghost Ads | Real-time nature of the approach, ability to maximise the value of ad spend and reduce wastage. | Challenges include complexity of setup to make comparisons, potentially increased media cost and skills available to interpret results and run experiments. Very few retail media platforms allow this today so it has limited scale. |
| MMM | Comprehensive, on-going measurement inclusive of all media, all channels & advertisers. | MMM has had limited ability to provide granular measurement in a timely manner. Despite some solutions that are emerging to provide granular measurement more quickly |
What is the Right Time Consideration for the Products You are Selling?
The time frame for measuring incrementality depends on the type of product being sold; frequently purchased goods require shorter measurement windows than infrequently purchased items. IAB Europe’s goal is to provide clear guidelines in keeping with our On-site and Off-site Measurement standards.
What Tools are Available for Incrementality Measurement?
In order to gather more feedback and insights into incrementality sales measurement within Retail Media campaigns, we are asking all industry stakeholders (brands, agencies, retailers / RMNs and ad tech providers) to complete a short survey. The survey will take no more than 10 minutes and the findings will help inform the Guide we will publish later this year. Take the short survey here.
We are excited to introduce our new Advertising & Media Committee!
As part of our ongoing efforts to streamline member engagement and enhance focus on key industry priorities, we are evolving two of our existing committees and expanding our work in commerce media to provide our members with even more opportunities to get involved.
To ensure a more cohesive approach to addressing our industry’s challenges, we are evolving the Brand Advertising Committee and Programmatic Trading Committee into a single entity: the Advertising & Media Committee.
This new committee will serve as a central forum for collaboration, uniting industry leaders to tackle the most pressing commercial and technological trends in European digital advertising and media. It will be structured as one main committee with four specialised sub-groups, each dedicated to key industry topics:
Through these workstreams, the committee will drive industry growth and innovation by:
With the rapid evolution of retail media and the expansion of commerce media networks, we are also updating the Retail Media Committee to the Retail & Commerce Media Committee. This change reflects the broader landscape that now encompasses commerce-driven media strategies beyond traditional retail advertising.
We invite all interested members to register their interest for the Advertising & Media Committee and its sub-groups by completing this form.
The first committee meeting, where we will discuss the election of a Chair and Vice-Chair, along with the 2025 workplan, will take place at the end of March.
To provide further insights into the committee’s objectives and workplan for 2025, IAB Europe will be hosting a Virtual Members Townhall on Wednesday, 26th March at 12:00 PM CET. This session will also cover all IAB Europe committee work plans for 2025.
Members can register to attend here.
We look forward to working closely with our members to ensure this new structure delivers meaningful outcomes for the industry. Your engagement is invaluable in shaping the future of digital advertising and media in Europe.
Join us on 20th-21st May 2025 in Brussels for our annual flagship conference Interact - the event that unites leaders from across the digital advertising and marketing industry.
This year’s theme, ‘Digital Skylight – Clarity and Purpose for 2025 and Beyond’, reflects the need for clear direction in an ever-evolving digital landscape. With shifting regulations, economic uncertainty, and rapid technological advancements, staying informed and inspired has never been more important.
At Interact 2025, top industry experts, advertisers, publishers, and policymakers will come together to share insights, explore the latest trends, and shape the future of digital advertising. Through a curated programme of high-level keynotes, expert panels, and interactive discussions, we’ll examine the economic, social, and industry forces at play— - leaving you with not just knowledge, but a renewed sense of clarity and purpose for the year ahead.
Don’t miss your chance to secure your spot at a discounted rate before 29th March.
If you haven’t experienced Interact before, check out our 2024 Wrap Blog, and Highlights Reel, to see what makes this an event not to be missed.
If you're interested in sponsoring Interact 2025, contact our CMO, Helen Mussard, at mussard@iabeurope.eu to discuss opportunities.
Stay tuned for more updates on the agenda and speaker lineup on our event page here.
Sustainability remains a key priority for the digital advertising industry, and at IAB Europe, we’re committed to providing the latest insights, best practices, and expert guidance to help drive meaningful change.
In this Sustainability Spotlight, we highlight inspiring case studies from across the industry, opportunities to enhance your sustainability expertise, and the latest research shaping the conversation. Plus, don’t miss our upcoming Great Debate, where industry leaders will tackle the most pressing sustainability challenges and solutions.
For a comprehensive collection of sustainability resources, be sure to visit our Sustainability Hub.
Read on to explore the latest updates and stay ahead in the sustainability conversation.
Sustainability is a crucial challenge for our industry, with companies actively seeking ways to reduce their environmental impact. To support these efforts, we’re excited to release our Pan-European Case Studies Programme, showcasing real-world sustainability initiatives.
From decarbonising the supply chain to innovative strategies for reduction, these case studies highlight best practices driving industry-wide change.
Featuring best practices from PubMatic, Impact Plus, Cedara, Footsprint and more, explore the case studies below and get inspired!
You can also join our webinar on 12th March for a deeper dive into some of these initiatives here.
Join us on 20th March for our Great Debate: Sustainability, where industry experts will come together to tackle key topics such as how progress in environmental sustainability is being driven, how digital media can accelerate social impact, and more. Expect keynotes, panels, and actionable insights on building a sustainable digital advertising ecosystem for all.
Stay tuned for the full agenda - secure your spot today!
Discover the latest insights on sustainability in digital advertising in our latest State of Readiness Report. Now in its third year, the report reveals the industry's progress, priorities, and challenges in building a more sustainable future.
Download the full report below and explore key findings, including the increase in companies setting Science-Based Targets (56%) and the doubling of emissions measurement since 2024!
New dates added! Join one of the next editions of our five-session online courses on environmental sustainability in digital advertising. Gain essential insights, practical strategies, and expert guidance to reduce emissions and drive sustainable change across the industry. This is a must-attend for all professionals looking to make a real impact.
Available courses:
Are you an IAB Europe member and a digital advertising expert with valuable insights to share? Why not join us as a guest on one of our podcasts.
From Digital Dawn to Retail Media Essentials, Policy Matters and more, our podcast series bring industry insights to life, sparking new ideas and driving meaningful discussions. In each episode, an IAB Europe team member sits down with at least one special guest to explore the latest trends, challenges, and opportunities shaping the future of digital advertising.
Join the conversation and help shape the industry’s path forward!
Our original podcast series invites guests from all corners of the digital advertising ecosystem to share their thoughts and insights on a wide range of topics. Whether you want to discuss emerging trends like AI, dive deep into exciting channels like CTV, or explore how we can drive career development or DE&I in our industry we are open to the ideas you want to share.
Brought to you by IAB Europe’s Policy team, Policy Matters dives into European regulation and the policies impacting the digital advertising industry. Delivering in-depth conversations with experts, policymakers and thought-leaders it explores the nuances of policy decisions, the ripple effects they create, and potential solutions that can drive positive change.
Launched in January 2025, this new podcast mini-series dived into the dynamic world of Retail Media advertising. Each episode saw two expert guests from across the industry share their insights, exchange ideas, and explore the latest trends and challenges shaping the Retail Media landscape in Europe.
Given the great success of the first series, we’re looking for people interested in participating in another short series in Q2.
We’re always looking for passionate industry leaders to join our episodes. If you have insights, success stories, or exciting opportunities to discuss, we’d love to hear from you
Let us know which series you’re interested in participating in, and leave the rest to us.
Contact our Marketing & Communications Director, Lauren at wakefield@iabeurope.eu to find out more about how you can get involved today.
Listen to our podcasts here!
Ranked as the second most critical challenge for the digital advertising industry in our 2025 State of Readiness Report, sustainability is a growing priority, with companies across the ecosystem actively exploring ways to reduce their environmental impact.
To help highlight and accelerate these efforts, we are excited to reveal our Pan-European Case Studies Programme - a programme dedicated to showcasing real-world examples of sustainability in action. Bringing together case studies from various companies across Europe, the initiative focuses on the decarbonisation of the supply chain and other impactful sustainability initiatives.
By sharing these best practices, innovative strategies, and successful implementations, we aim to educate, inspire, and drive industry-wide change.
Check out the case studies below!
If you would like to know more about our case study programme and how you can participate, please contact Colombe at michaud@iabeurope.eu.
Discover more about IAB Europe’s sustainability initiatives here and connect with our Sustainability Lead Dimitris Beis at beis@iabeurope.eu to learn about membership opportunities and how to get involved.
