Artificial Intelligence continues to reshape the digital advertising landscape, unlocking new opportunities, raising fresh challenges, and sparking important conversations across the industry. At IAB Europe, we’re keeping our finger on the pulse through our AI Working Group, and we’re excited to share some of the latest developments, resources, and ways to get involved.
Our latest whitepaper, Artificial Intelligence and Europe’s Digital Advertising Frontier: Growth, Guardrails & the Policy Blueprint, offers a deep dive into how AI is transforming digital advertising in Europe. From smarter campaigns and operational efficiency to ethical deployment and policy considerations, the paper maps the road ahead for AI innovation in our industry.
Highlights include:
We're currently running a new AI survey to better understand how different parts of the digital advertising ecosystem are experimenting with and implementing AI tools, from predictive modelling to generative applications.
If you're an advertiser, agency, ad tech provider, or publisher, we want to hear from you!
🕒 It only takes 5–10 minutes to complete
🌍 Available in multiple languages
📅 Deadline: Friday, 15th August
Catch up on the first edition of our IAB Europe Explores series, where we speak with Microsoft Advertising about the real-world application of AI in digital advertising. Learn how platforms and brands are using generative and predictive AI, and explore what responsible implementation looks like.
If you're passionate about the future of artificial intelligence in digital advertising, why not get directly involved?
Our AI Working Group (part of the broader Advertising & Media Committee) brings together experts from across the ecosystem to:
Whether you're just starting to explore AI or you're leading your organisation’s strategy, your voice is welcome. Learn more about the committee's plans, or reach out to our AI Working Group Lead, Dimitris Beis, at beis [at] iabeurope.eu to express your interest in joining.
Stay tuned for more AI resources coming soon!
Retail Media Networks (RMNs) are revolutionising how trade, merchandising, and marketing collaborate to drive sales, shopper engagement, and brand objectives. In this blog, members of our Retail & Commerce Media Committee explore the key challenges businesses face when aligning these functions and how RMNs provide the missing link.
A big thank you to the following contributors for sharing their thoughts:
Dominik Elias, Product Marketing Manager, Zitcha
Esme Robinson, Director Global Platform Solutions and Enablement, Epsilon
Jason Wescott, Global Head of Commerce Solutions, WPP Media & Chair of IAB Europe's Retail & Commerce Media Committee
Dominik - “One of the biggest issues is that a retailer’s trade and marketing teams don’t always speak the same language. One is focused on moving stock, driving sell-thru, and hitting revenue and margin targets, while the other is often about driving customer traffic, engagement, and conversion across channels. Both are important, and in service of driving sales, but when the teams aren’t working from the same plan, it’s easy for plans and executions to feel fragmented. Retail Media should be the bridge, but that can only happen if it’s planned together from the start. As with so many things, the challenge isn’t the tech, it’s the culture and ways of working. Helping both sides to see clearly how they’re trying to solve the same problem, from different angles, is a major unlock for brands that just want all of the above.
Esme - “As well as organisational culture and ways of working, data and insights provide both teams with the crucial information they require to connect the dots. By sharing data from both parts of the business, the trade team gains better insight into the impact of channels further from the point-of-sale, while the marketing team benefits from the granular sales data, especially for in-store, that the trade team typically relies on. Aligning this will give both teams a common language to understand strategy and impact, even when there are different approaches. Working with the right tech or partners can help with this, centralising data and measurement.
Jason - “One of the biggest challenges in aligning trade and marketing is the shifting power dynamic between brands and retailers. Traditionally, retailers held all the cards as buyers of products (stock), with brands using trade marketing spend to secure distribution and visibility. It’s been a case of “pay to play,” but with little control over how those funds are used.
RMNs have changed this. Now, retailers aren’t just buyers, they’re also sellers of media products. This flips the script, putting brands in the buyer’s seat. Crucially, Retail Media allows brands to retain control over their messaging and targeting, rather than handing everything (budget & execution) over to the retailer. This means brands can focus on building their own identity while still leveraging the retailer’s audience and data.
The challenge is balancing these two dynamics. Brands still need to maintain strong trade relationships to secure distribution, but they now have the opportunity to approach Retail Media as a strategic investment - one that delivers transparency, measurable results, and better alignment with their overall marketing goals.”
Dominik - ”Retail Media is one of the few places where trade and brand money can actually work together and deliver value that both sides can see. If done well, it gives brands a way to turn their trade terms into actual visibility, not just discounts. And for retailers, it opens up new margin opportunities without touching the shelf price. The best RMNs make it easy for merchants and marketers to plan together. Same data, same objectives. The magic happens when we stop thinking of trade and brand as separate pots and start treating them as one, connected investment.
Esme - “Bringing the teams, budgets, data, and measurement together will result in a better outcome. Where there has maybe been separation traditionally, there’s been a view that the different parts of the business are achieving different goals, but by collaborating across every aspect from media planning, promotions, targeting, measurement and insights, both teams have a more comprehensive, holistic view that can achieve the best outcome overall, across the funnel and channels and creating a better user experience which will result in better returns for the retailers and brands.
Jason - “RMNs are putting brands back in control by giving them access to the one thing they’ve always lacked in trade marketing: data. In the past, investing in trade spend often felt like handing over a blank cheque, with little visibility into what worked. Now, RMNs provide brands with real-time shopper insights and measurable results. It’s like switching from driving blindfolded to having a sat nav - brands can finally see where their money is going and adjust course to maximise impact.
Another huge opportunity is the range of marketing tactics Retail Media offers. It’s not just about pushing shoppers to buy; it’s about building connections at every stage of the journey. Whether it’s running video ads to boost awareness or using interactive formats to drive engagement, Retail Media lets brands go beyond pure sales-driving tactics. For example, instead of relying solely on discounts to move products, a brand can use storytelling ads to build loyalty and consideration while still targeting the right audience.
The bottom line? RMNs let brands take back control - not just of their budgets, but of their strategy. They’re no longer stuck playing by the retailer’s rules; they can now align investments with their own goals by creating campaigns that deliver both short-term wins and long-term growth.”
Dominik - “It’s always helpful to start with a shared outcome like growing a category vs just “getting clicks.” A key unlock here is to build Retail Media into joint business plans early in the merchandise buying and planning process. This avoids having Retail Media show up as a tacked-on media buy and enables shared business goals across brand, trade, and marketing efforts to deliver the most important business outcome collaboratively. To do this, it’s helpful to use tech that’s built for how retail teams actually work. For example, including Retail Media budgets in the annual planning process, where terms of trade are often negotiated and funding pools are established, or providing real-time visibility and shared reporting of in-market activities. But honestly, one of the biggest shifts is trust. You need to show all three teams –trade, marketing, and of course the brand – that their investment is working. It’s also important that trade teams see Retail Media as a mechanism to help them protect margin - for example, by investing in Retail Media, they can often avoid going too deep with margin-killing discounts by instead driving sell-through in a much more efficient way.”
Esme - ”It’s about bringing together everything we’ve already discussed – having at least some members of the organisation be part of a unified team that can help with joint planning and aligning strategies. Having better budget allocation/unification is helpful, so it doesn’t feel like there are competing requests or unexpected demand on budgets. As of 2024, in the IAB Europe Attitudes to Retail Media Report, only 16% of retailers’ Retail Media teams were integrated into an existing trade sales team. This lack of unification will be felt by customers and brands alike, and bringing them together avoids disjointed experiences. This unified team can use common technologies for planning, activation, and reporting to maintain that alignment.”
Jason - “There are numerous effective strategies/tactics to use for this. But initially, aligning KPIs across trade and marketing is key to maximising ROI. Too often, these teams work in silos, with trade chasing distribution, and marketing focusing on impressions. This leads to misaligned efforts. Shared KPIs, like sales lift or customer acquisition, ensure both teams are working toward the same goals, even if they are just linked to their own specific KPIs, at first (i.e., the impact of increased distribution on customer acquisition).
When trade and marketing align, collaboration improves. For example, if a Retail Media campaign performs well, trade can use that insight to negotiate better retailer support. Clear, shared metrics keep everyone focused and make every euro spent work harder.”
Dominik - “Data is what connects the dots. Both teams need to know what’s selling, what’s not, and that any brand investments are driving results. When Retail Media tools surface real-time sales performance, down to a SKU or a store level, both teams are able to look at the same picture and better partner with brands to drive stronger commercial outcomes. And it’s not just about dashboards. It’s about putting that data in the right format, using the right language. Category performance for the merchant, media metrics for the marketer, and helping both sides make smarter, faster decisions.
Esme - “Data is fundamental to a strategy that can truly prove value both internally and for brands. Better data means better shopper insights that can power personalised targeting at scale. Better data means unifying measurement across any strategy, both on-site and in-store, and being able to isolate impact. Better data means real-time changes aligned with broader strategic periods to capitalise on important moments both at an individual customer level and for the retailer and brand. And better data means there can be a single source of truth, so even if there are organisational silos, the data can speak for itself and prove whether strategies are providing real value, both gross and margin and enabling everyone to keep the customer first and produce customer-centric tactics.”
Jason - “Data has revolutionised marketing, making it far more precise and effective, especially when there is alignment between trade and brand. RMNs use first-party shopper data to target the right customer, at the right time, with the right message. Instead of broad trade promotions, brands can now tailor campaigns to specific segments, like high-intent buyers or lapsed customers, to maximise relevance and results.
For example, a brand could promote premium products to high-value shoppers whilst advertising to deal-seekers during a trade-driven price promotion. This level of segmentation (with trade alignment) ensures budgets work harder, delivering smarter, and sharper strategies that truly resonate with audiences.”
Dominik - “At Zitcha, we recently supported a health retailer navigating a price war with a major competitor. Dropping prices to match would have slashed margins, so instead, the retailer used Retail Media to boost visibility of the higher-priced product, funded by brand investments. The omnichannel campaign ran sponsored placements on their site, across social channels offsite, and throughout digital signage in their stores. All of this was coordinated via a shared plan, and as a result, price and margin integrity were preserved, the product sold through, both the trade and brand teams met their goals, and the brand partner was able to see the power of their omnichannel investment drive their own commercial outcomes. This type of omnichannel orchestration, aligned with a single retail strategy, is where RMNs can really excel.”
Esme - “Currys Tech Hunters partnered with Epsilon to make its first-party data addressable, enriching it with contextual and buyer insights to identify signals of in-market behaviour. This enabled Currys to run Retail Media campaigns on behalf of brands and, through Epsilon’s integration of online and in-store data, measure campaign performance across channels, revealing that 26% of tracked purchases for a specific home appliances brand took place in Currys stores. This enabled all parts of the business to plan and measure the impact of this kind of campaign and inform future strategies.”
Jason - “WPP Media partnered with Tesco in the UK to create an omnichannel journey, enhanced by data, for a well-known confectionery brand. This campaign combined off-site media, on-site (tesco.com), store merchandising (including store-wraps and in-store banners), plus promotional messaging at the physical shelf. This helped boost and connect the mental and physical availability of the brand, from sofa to store, resulting in a +40% YoY sales boost and an iROAS of more than £3. This is a great example of results that can be driven when marketing and trade work together.”
IAB Europe’s Retail & Commerce Media Committee is at the forefront of the Retail Media industry. Members are driving Retail Media growth and shaping the landscape by:
All of the work of the Committee can be found in our Retail Media Hub here.
Find out more about getting involved by contacting Marie-Clare Puffett - puffett [at] iabeurope.eu.
On 1st July, we hosted our third Retail Media Standards Workshop in Paris, generously supported by Unlimitail. Building on the momentum of our first two workshops, which focused on establishing a foundation for our Retail Media standards and developing in-store definitions and measurement best practices, this latest session brought together representatives from 13 leading retailers across Europe for two days of collaboration and strategic discussion.
You can catch up on the key takeaways from the first workshop here and the second workshop here.
Kicking off with an evening of networking and knowledge sharing, the workshop set the stage for focused conversations on driving the standardisation and advancement of retail and commerce media across the region. Participating retailers included:
The rapid rise of Retail Media presents both opportunities and challenges. Without standardisation, fragmentation can lead to inefficiencies for both buyers and sellers. That’s why this workshop focused in on four critical areas of standardisation that are essential to unlocking greater scale, transparency, and performance in this space:
By aligning on these foundational elements, the industry can accelerate progress toward a more cohesive and effective Retail Media ecosystem.
The workshop opened with a snapshot of the current retail media landscape in Europe. Highlights included:
1. Incrementality Measurement
Participants then dove into how to accurately measure, tackling key elements including how to assess true campaign effects, and the next steps for robust, industry-wide guidelines.
Key discussions covered:
An initial set of Incrementality Measurement Guidelines will be released for public comment in September.
2. Evolving On-Site & Off-Site Standards to Commerce Media
The group then discussed expanding on our existing measurement standards to encompass the growing influence of quick commerce and delivery-based services. This reflects the need for consistency not only across retailer websites but across the broader commerce media ecosystem.
Version 2 of our Retail Media Measurement Standards, including this expansion, will be open for public comment in September.
3. Attribution & Standardised Sale Definitions
Creating a unified definition of what constitutes an attributed sale was a major focus. Areas of alignment included:
An initial guide on Attribution and Sale Definitions will be published for public comment in September.
4. Ad Formats for Retail Media Networks (RMNs)
A proposal by Tesco Media around standardised creative units sparked a lively and constructive discussion. There was strong consensus on:
An initial set of recommended ad formats will be available for industry feedback in September.
Speaking on the value of hosting the workshop, Thibault Hennion, COO, Unlimitail, said, "We were delighted to host and welcome 20+ retail members in Paris this week for the Retail Media Standards workshop. Crafting the future of Retail Media together with retailers from different verticals, geographies and sizes is an objective shared between Unlimitail and IAB Europe. This is one of the key reasons for Unlimitail strong efforts and involvement from the start. With this edition, we had the opportunity to get to know each other, discuss, compare our views and align on hot topics such as incrementality, ad formats, commerce media and omnicanality. A very appreciated moment by all!"
On his experience of the event, Ben Peterson, Global Strategic Retail Media Manager at Just Eat Takeaway, said, "A big Merci Beaucoup to the IAB Europe and Unlimitail crew for hosting! A rare but valuable opportunity to get together with similar players in our space to get into the nitty gritty of how we maintain and even further accelerate the rapid growth of Retail Media across Europe. A great chance to workshop key challenges, share different insights and identify tangible next steps to realise the true scale of the opportunity that is there for our industry."
Patricia Grundmann, Vice President Retail Media & Managing Director OBI First Media Group & Vice-Chair of our Retail & Commerce Media Committee also commented, "The IAB Europe Retail Media & Commerce Media Standards Workshop has once again demonstrated the importance of close exchange. Only through close collaboration among traders can we truly establish groundbreaking measurement standards for incrementality, ad formats, and commerce media. Standards that will gain industry-wide approval and be actively implemented."
Steve Shepherd, Retail Media Strategy and Partnerships Director Dunnhumby, Tesco Media, added, “It was a pleasure to spend the day with IAB Europe and leading retailers from across the region. The workshop sparked timely and important conversations around media standards, discussions that are essential to the ongoing evolution and maturity of our industry. It was a valuable forum for collaboration, alignment, and driving meaningful progress. We look forward to continuing this work together in the months ahead and beyond.”
Dirk Hahn, Director Product management Retail Media, Schwarz Corporate Solutions, also said "For us, standards are crucial to unlock the full, actionable power of this first-party data for all brand partners, driving collective success."
Thanks to the collective input, commitment, and collaboration of our retailer partners, we will continue to lead the charge toward consistent, scalable Retail Media practices across Europe. Here’s some of what’s coming next:
Together, we’re building a more transparent, efficient, and effective Retail Media landscape for Europe. Stay tuned for more information coming soon.
In the meantime, to learn more about our ongoing work and find out how you can get involved in our Retail & Commerce Media Committee, visit our Retail Media Hub here or contact our Industry Development & Insights Director, Marie-Clare, who will be happy to help - puffett [at] iabeurope.eu.
Artificial Intelligence is rapidly transforming the digital advertising ecosystem, and we want to understand its impact, directly from you.
Our AI Working Group has developed ‘The Impact of AI on Digital Advertising Survey’ and invites advertisers, agencies, ad tech companies, and publishers to take part, to help us understand how AI is influencing our industry. Whether you’re experimenting with predictive models or deploying generative tools, your input matters.
The survey takes just 5-10 minutes to complete and features mostly checkbox and yes/no questions. It covers both predictive and generative AI (unless otherwise noted) to create a well-rounded picture of how these technologies are being used, perceived, and prioritised across the ecosystem.
Your responses will help us generate valuable insights and guide future industry initiatives.
🗓️ Deadline to participate: Friday, 15th August
We’ve also collaborated with several of our National Federation partners to make this survey available in multiple local languages. You can complete the survey in your local language in the following markets. Simply select your preferred language from the options in the top right corner of the survey :
Thank you for contributing to this important initiative!
In this article, Jason Wescott, Global Head of Commerce Solutions at WPP Media & Chair of our Retail & Commerce Media Committee, shares his perspective on why measurement standards and certification are key to unlocking long-term success in Retail Media.
The Retail Media space in Europe is booming. Budgets are growing. New players are emerging. And innovation is happening at pace. But with growth comes responsibility, and right now, the biggest responsibility we face as an industry is creating clarity, consistency, and trust.
That’s why, as Chair of IAB Europe’s Retail & Commerce Media Committee, I believe measurement standards and certification are the most critical levers we have to unlock long-term, sustainable success in this space.
The Measurement Challenge
When I speak with agency colleagues, brands, and retailers across Europe, a recurring theme emerges: frustration with fragmentation. Every retailer has their own way of reporting impressions, defining viewability, and attributing return on ad spend. This makes it difficult for buyers to compare performance or optimise their overall investment.
In fact, our own research confirms this. 58% of buyers cite the lack of standardisation as a key barrier to increased investment in Retail Media.
We’ve been growing so quickly, we haven’t had time to build common ground. Now is the time to change that.
A Pan-European Foundation for Retail Media
That’s why I’m incredibly proud of the work our committee has led to develop the first pan-European Retail Media Measurement Standards, released in April 2024.
These standards provide consistent guidance across:
It’s not about eliminating uniqueness in the market. It’s about giving everyone the same starting line. Retailers can still innovate, but they do so within a framework that buyers understand, trust, and want to invest in.
From Standards to Certification
Setting standards is one thing. Ensuring they are implemented is another. That’s where the IAB Europe Retail Media Certification Programme comes in.
This industry-recognised programme enables retailers (and now Ad Tech companies in beta) to be assessed against the standards and recognised for adherence to them.
It’s not self-certification. It’s not a tick-box exercise. It’s a thorough audit process conducted by an independent third party. And it sends a clear signal to the market: This organisation is committed to transparency, quality, and accountability.
Already, we’ve seen Nectar360 and Albert Heijn lead the way with certification, and I encourage others to follow suit. Not only does it help buyers feel confident in your offering, but it also sets you apart in an increasingly competitive marketplace.
Why it Matters
Retail Media has the potential to become one of the most powerful drivers of advertising growth in Europe, complementing and accelerating the impact of traditional channels like TV and digital display. But this potential can only be realised if we take measurement seriously.
As Chair of the Retail & Commerce Media Committee, I see the role of IAB Europe not just as a facilitator, but as a unifier. Our goal is to bring the ecosystem together (retailers, brands, agencies, tech platforms) to define what ‘good’ looks like. And then reward those who meet that standard.
If we get this right:
By championing standards and embracing certification, we lay the foundation for a more mature, trustworthy, and high-performing Retail Media industry in Europe.
And that’s something worth building together.
For more information on IAB Europe’s Retail Media Programme and how you can get involved, feel free to reach out to the team at retailmediastandards [at] iabeurope.eu or visit our Certification page here.
Since its formation in March 2025, our Advertising & Media Committee (AMC) has rapidly grown into a dynamic forum for cross-industry collaboration, addressing the most critical commercial and technological developments shaping Europe’s digital advertising ecosystem today.
We are pleased to announce the newly elected leadership: Wayne Tassie, Group Director, Netherlands at DoubleVerify, has been appointed as Chair, with Jörg Vogelsang, Advisor & Founder of 101con (representing BVDW), stepping into the role of Vice Chair. Their combined experience and strategic vision will help steer the Committee’s efforts over the coming year.
The Committee has established four dedicated Working Groups to deep-dive into priority areas:
Here’s what each group has been working on so far:
Last week, the group hosted a successful roundtable and networking session in Cannes, where industry leaders discussed the current and future state of addressability and measurement in Europe. You can discover the key insights from this session in our blog post here. We’re also excited to announce that Lucio Gagliardi, our Digital Advertising Product Manager, will be taking on the leadership of this Working Group moving forward.
The group has drafted a white paper - Artificial Intelligence and Europe’s Digital Advertising Frontier: Growth, Guardrails, and the Policy Blueprint. Set to launch on 3rd July, the paper explores the role of AI in driving innovation while maintaining responsibility. Alongside the white paper, a new Impact of AI on Digital Advertising Survey, localised across four markets in partnership with Alliance Digitale, VIA, BVDW, and IAB Italy, will also be released. Keep your eyes peeled for these!
The CTV Working Group has begun developing a cross-stakeholder framework of industry definitions, collaborating with members and other trade associations. Following another successful roundtable event with industry leaders at Cannes, the group is now mapping out its objectives for a set of industry guidelines on CTV outcomes measurement. You can read more about the insights shared at our roundtable event here.
This group is currently focused on three key initiatives: updating the Guide to Attention, developing a Large Language Model (LLM) powered industry education tool, and progressing efforts to increase transparency in the programmatic supply chain.
The AMC is committed to supporting a future-proof, sustainable, and innovative digital advertising ecosystem in Europe. Stay tuned for more updates and upcoming publications from each of the Working Groups coming soon.
If you’d like to learn more about the Committee’s work or explore how you or your organisation can get involved, please don’t hesitate to reach out to the IAB Europe team at communication [at] iabeurope.eu.
As the sun sets on another inspiring Cannes Lions, we’re proud to reflect on a week filled with powerful conversations, future-facing insights, and meaningful connections. This year, we networked our way along the Croistte and brought together industry leaders to explore the most pressing topics shaping the digital advertising ecosystem. From Retail Media and CTV to AI and the evolving addressability landscape, no corner of Cannes was left unexplored.
Here’s a quick look at what we covered and some on-the-ground perspectives from our team:
A big thank you to our partners, speakers, and attendees who joined us throughout the week. But the conversations don’t stop here. We look forward to continuing the momentum across our upcoming events and initiatives throughout the year!
For more information on our work and how you can get involved, you can view our Committees & Task Forces here, and reach out to the team at communication [at] iabeurope.eu.
In this post, our Marketing & Communications Director, Lauren Wakefield, shares her first-hand experience from this year’s Cannes Lions, offering a fresh perspective on the energy, insights, and unforgettable moments that defined her debut at the iconic industry event.
Cannes... having been in the industry for over 10 years, I’d heard all the stories - the glitz, the yachts, the rosé - but nothing quite prepared me for the scale, the energy, and the buzz of actually being there.
My first trip to Cannes Lions was bigger (and far hotter!) than I ever imagined, and it delivered on all fronts: insightful conversations, new and familiar faces, and yes, a little French Riviera sparkle that left me feeling inspired.
I knew Cannes was the industry event of the summer, but being there is a whole different story. Every street, café, and beach seemed to have transformed into a mini-hub of media minds and creative thinkers. There were panels and private talks, rooftop chats and chance meetups, and that magical Cannes vibe where every encounter turns into an opportunity.
From the Croisette to the cabanas, the festival wasn’t just about the big names on stage; it was about the ideas being exchanged over coffee, the deals being shaped in shaded spots, and the spontaneous “hey, aren’t you…?” intros that turned into full-blown brainstorming.
Cannes is truly where the global industry comes together. It was incredible to meet so many brilliant minds. From old colleagues I hadn’t seen since pre-2020 to new contacts who are sure to become future collaborators.
And then there were the unexpected moments, like rubbing shoulders with Will.i.am at a panel (yes, I asked him for a selfie). Only in Cannes can you be deep in conversation about data privacy one minute and turn around to find a Grammy-winning artist casually sharing his thoughts on AI and creativity. The lines between media, tech, music, and culture blur beautifully here, and that's part of what makes it all so electric, bringing a truly global crowd. Every company seemed to have its global C-suite in attendance, as well as its global brand ambassadors.
While the hospitality was flowing, so was the thought leadership. I was especially excited to dive into some of the big themes that kept popping up across the week, like the growing momentum behind Connected TV (CTV) and Retail Media, the ever-changing world of addressability, and the rising impact of AI.
CTV and Retail Media are no longer “emerging” areas. They’re fully-fledged forces, and Cannes made that clear. Everyone from publishers and ad tech companies to brands, agencies, and retailers was talking about how to unlock their potential.
And on the topic of addressability? Let’s just say the industry isn’t sleeping on privacy or the “post-cookie world”. It was fascinating to hear different strategies across regions and players, with a shared focus on transparency, sustainability, and building trust in the new era of targeting.
AI, unsurprisingly, was everywhere, woven into almost every conversation. From AI-enhanced creative workflows and media planning tools to data optimisation and predictive audience insights, it was clear that artificial intelligence is no longer an “add-on” but a central pillar of future-facing advertising strategies. The big question across sessions wasn’t if to use AI, but how to use it responsibly and effectively.
And speaking of responsibility, sustainability had its part to play too. A standout moment was the launch of the next version of the Global Media Sustainability Framework (GMSF), announced live at Cannes, featuring our Sustainability Lead, Dimitris Beis.
If you’re curious to hear more about these hot topics straight from the Croisette, be sure to check out our wrap-up blogs and team perspectives below:
Yes, we came for the content and connections. But let’s not pretend we didn’t also enjoy the sunsets, the beachside soirées, and the late-night fun. There’s something magical about having a meaningful industry debate one minute and then watching a drone display over the bay the next.
From sunrise runs (for the ambitious) to rooftop happy hours, yacht-side panels, and unexpected celeb sightings, Cannes reminded me that the best ideas often come when you mix business with a little bit of Riviera fun.
My first Cannes Lions was everything I hoped for and more. It was a whirlwind of inspiration, connection, learning, and laughter. I came home with a head full of insights, a phone full of new contacts, and an eagerness to progress fascinating conversations into action. Most of all, I left feeling excited about the future of our industry.
Until next time, Cannes.
In this post, our Industry Development & Insights Director, Marie-Clare Puffett, explores the key findings of our Commerce Media Roundtable with PubMatic.
I attended Cannes Lions for the second year in a row and once again, Commerce Media took centre stage on the French Riviera. Once considered a fringe presence, Commerce Media is now firmly in the spotlight. Despite Amazon’s Andy Jassy being named Media Person of the Year, a perceived divide remains between traditional creatives and retail networks. Yet, major players used the event to unveil new capabilities and partnerships as summarised in this article from Retail Touchpoints. Some of note:
To explore the topic in more detail, together with PubMatic, we hosted an exclusive breakfast and roundtable event set against the backdrop of the hustle and bustle of the Boulevard de la Croisette, which was not short of media beaches, cabanas and cafe takeovers, many by commerce media players. The session brought more than 20 industry leaders together to unpack the latest findings from our Attitudes to Retail Media survey. The session included experts from Tesco Media, Ahold Delhaize, CVS, Wolt Ads, Albertson’s, REWE and PayPal and spotlighted how stakeholders across the advertising ecosystem are navigating investment, innovation, and the growing role of Retail Media Networks (RMNs) in Europe.
Key themes emerged from the discussion:
Together, these insights reflect a sector that’s innovating rapidly, but still reckoning with foundational challenges. As collaboration grows between buy- and sell-side players, opportunities to streamline standards, safeguard data, and unlock scalable impact are coming into sharper focus.
You can discover more about our Retail & Commerce Media initiatives here, and explore our integral work on measurement standards here. We’re also excited to share that our latest Attitudes to Retail Media report will be available in July. Stay tuned for its release to gain fresh insights into how buyers and sellers across Europe are engaging with this space.
To learn more about membership opportunities and how you can get involved, connect with me (Marie-Clare) at puffett [at] iabeurope.eu.
Last week at Cannes Lions, we had the pleasure of bringing together leading voices from our CTV Working Group for an exclusive roundtable discussion hosted in partnership with Nielsen. Set against the stunning backdrop of the French Riviera in a beautiful breakfast venue, the conversation centred on one of the most pressing issues facing the Connected TV (CTV) ecosystem in Europe today… outcomes measurement.
The discussion was rich, honest, and forward-thinking and included CTV experts from key companies including the WFA, IAB, EGTA, Broadlab, DoubleVerify, Teads, Samsung Ads, RTL Ad Alliance and more.
Here are some of the key themes and takeaways from our session:
One of the central questions discussed was how to develop measurement practices to keep pace with the growth and complexity of CTV. Traditional KPIs often fall short in a CTV environment, which is inherently different from linear TV or digital in terms of devices, consumption behaviours, and outcomes.
Participants acknowledged that CTV doesn’t always fit neatly into legacy frameworks, whether it’s bought by AV or digital teams, or whether the KPIs are brand-focused or performance-driven. Increasingly, advertisers are demanding bespoke outcomes, not just reach. For some, it’s about brand building; for others, it’s getting products into shopping baskets.
While CTV started as a digital extension of brand-building efforts, innovations like QR codes have made it more actionable. The expectation now is to deliver both reach and performance, with better measurement tied to outcomes like attention, brand lift, or even direct consumer action.
There was strong agreement that a one-size-fits-all approach won't work. Advertisers have varying needs, and measurement frameworks must reflect that diversity.
The fragmentation of buying teams (with different agencies or teams managing digital and TV budgets) adds complexity to the process. As CTV blurs traditional lines, there’s a need to clarify who is responsible for planning and execution, and ensure the right KPIs are being applied to the right objectives.
Equally important is the need for shared definitions: What exactly counts as CTV? What formats are being used? Is signed-in, premium inventory being treated the same as other video placements? Standardisation and alignment on definitions will be key to making CTV easier to understand, buy, and measure.
The roundtable also explored how industry bodies can help drive progress by leading the charge on standard definitions and formats, as well as ensuring guidelines around brand safety and fraud mitigation are in place. At IAB Europe, we have already begun work in this area, collaborating with members of our CTV Working Group to establish clear, consistent definitions that can support alignment across the industry.
Participants also agreed that creating a consistent framework for “impactful reach” could help position CTV as a credible solution for long-term brand building, not just short-term gains.
From the risk of fraud on long-tail platforms to the changing content strategies of publishers (including moves toward video and even podcast platforms like Spotify), CTV is becoming more complex, and lines are increasingly blurred. At the same time, consumers are showing signs of fatigue with subscription-based services, and ad-funded models are gaining traction, if the value exchange is clear and compelling.
Attention is currency, and trust and transparency will underpin the success of CTV as the ecosystem matures.
Finally, one resounding theme was that tech and supply-side partners must be part of these conversations. Without their input and alignment, it’s difficult to design scalable, accurate solutions for measurement that deliver true value.
A big thank you to Nielsen for partnering with us and for hosting such an inspiring and productive morning. As we continue these conversations within our CTV Working Group, it’s clear that collaboration, clarity, and consistency will be the pillars for unlocking the next chapter of CTV growth in Europe.
Stay tuned as we build on these insights and work together toward a more unified and effective CTV landscape. With a strong focus on getting measurement and standardisation right first, we will continue to ensure transparency, comparability, and long-term value across the ecosystem.
In the meantime, if you’d like to know more about our CTV work and how you can get involved in our Working Group, please reach out to our Industry Development & Insights Director, Marie-Clare at puffett [at] iabeurope.eu.
At this year’s Cannes Lions International Festival of Creativity, our Addressability & Measurement Working Group, in partnership with Verve, hosted an informal roundtable and networking event to explore the current and future state of addressability and measurement in Europe. Set against the energetic, inspiring (and rather warm) backdrop of the Croisette, the session, led by our Working Group Lead, Pete Danks and Industry Development & Insights Director, Marie-Clare, brought together some of the brightest minds from across the digital advertising ecosystem to drive the conversation forward in a collaborative and constructive setting.
Designed as an open forum, the session created space for honest dialogue about the challenges and opportunities in today’s complex, technical world of digital advertising. From AI and ethics to measurement and more, the discussion was rich with practical insights and clear-eyed perspectives on what’s happening now and what needs to happen next.
Here are our top takeaways from this lively exchange:
Despite new and continually changing technology, brand safety and suitability remain essential. Even with identity solutions (like ID-based targeting), there's still a need for strong contextual tools to avoid false positives. New AI models, including large language models (LLMs), are being used to improve accuracy and nuance in this area.
On iOS, roughly 80% of users decline tracking, leaving most bid requests effectively “blind” on these devices. However, companies can model behaviours based on the 20% who do opt in. On-device signals such as scroll speed and device motion are offering new behavioural insights and helping distinguish bots from humans. All of this depends on user consent, though, and participants agreed that more must be done to ensure users truly understand what they’re agreeing to.
The gap between large platforms and the open web continues to grow. While Big Tech dominates in scale, infrastructure, and learning & development, smaller players are being challenged to innovate with fewer resources. There was a strong call for publishers to activate first-party data strategies and explore shared ID frameworks, though these too depend on scale and login environments.
As traditional tracking methods decline, the skills needed for marketing and data professionals are changing. The group identified several must-haves:
The power and intimacy of AI, particularly LLMs that process conversational data, demand a renewed focus on ethics. The discussion flagged concerns around consent, emotional targeting, and surveillance, especially in moments of user vulnerability. Regulation and industry standards are urgently needed to ensure AI is deployed responsibly, particularly to safeguard youth and other at-risk groups.
Trade bodies like IAB Europe were recognised for their crucial role in bridging global best practices with local implementation. From supporting upskilling initiatives to advocating for ethical innovation, their presence is vital. Participants also stressed the need for standardised protocols (e.g., conversion APIs) and clearer guidelines around “minimum viable” compliance, especially for smaller organisations navigating complex regulation.
As the session wrapped up, several themes emerged:
Our Addressability & Working Group Lead, Pete Danks, commented on the session, saying, “A diverse cross-section of (warm!) industry stakeholders all agreed on some key points - measurement is fast becoming the enabler for all media. Without it, the cogs don’t turn - so collaboration, education, and a hunger to keep learning and sharing are the pillars for success here.”
Grant Gudgel, SVP Marketing, at Verve, also said, “At Verve, we believe that the AI-driven future of measurement and addressability solutions must balance performance and respect for privacy. The conversation in Cannes made clear that the only way forward is together, through open collaboration, smarter measurement, and thoughtful use of AI. We were proud to host IAB Europe and the industry at Chez Verve for such an honest and forward-looking exchange.”
The roundtable reinforced the importance of industry collaboration in navigating the next chapter of digital advertising. By bringing together diverse stakeholders to discuss real challenges and future opportunities, our Addressability Working Group and Verve sparked a conversation that will no doubt continue to shape the European landscape in the months and years ahead.
A special thank you to Verve for generously hosting us and creating the perfect space for these vital industry discussions at Cannes Lions.
For more information on our addressability work and how you can get involved in our working group, please contact the team at communication [at] iabeurope.eu.
Retail Media is entering a new era, and in 2025, we’re marking a major milestone.
That’s why we’re excited to announce the launch of our Retail Media Impact Summit. Our first-ever leadership event dedicated entirely to Retail Media. Taking place in the heart of Amsterdam on 24th September, this unique, high-impact summit is designed to bring together the brightest minds and boldest ideas impacting the future of the industry.
📅 Date: 24th September 2025
📍 Venue: The TOBACCO Theatre, Amsterdam
👥 Attendees: 150+ senior decision-makers from across Europe
What to Expect
This isn’t your typical industry conference. The Retail Media Impact Summit is where strategy meets inspiration, bringing together top retailers, brands, agencies, and technology partners for a full day of insights, collaboration, and innovation.
Highlights Include:
🎤 Morning Kick Off: Gain big-picture insights on Retail Media with a keynote from our Chief Economist, Daniel Knapp
💬 Over 8 Breakout Sessions to Choose From: Participate in curated breakout sessions on incrementatlity sales measurement, the duo effect of Retail Media and CTV, digital in-store buying and more
🧠 Drive Real Impact: Participate in workshops and roundtables that will define the future of retail media standards, innovation and practice
🤝 Forge Meaningful Connections: Meet C-Suite leaders and decision makers over lunch, during coffee breaks and share ideas in the breakout sessions
🗣 Mix with Brands & Retailers in the Room: Hear directly from both brand and retail leaders, for diverse perspectives and richer discussions
🍷 Evening Wrap-Up Dinner: Enjoy an evening wrap-up networking dinner to connect and unwind
Who Should Attend?
Whether you’re a retailer building your media offering, a brand navigating omnichannel strategies, or a tech partner driving innovation, this summit is for you. It’s where leaders come to connect, exchange ideas, and shape what’s next in Retail Media.
Secure Your Place
Tickets are now available! Each ticket includes access to the full-day programme, refreshments, lunch, and our exclusive networking dinner.
Register now to join us in Amsterdam.
Partner with Us
Looking to amplify your brand at the Summit? There are a limited number of sponsorship packages still available, including Supporting Sponsor and Networking Dinner Sponsor slots.
For more information, contact Marie-Clare Puffett at puffett [at] iabeurope.eu
Special thanks to our event collaborator, VIA, and our sponsors Koddi, TikTok, Zitcha, and Moloco for their support in bringing this summit to life.
We look forward to welcoming you to Amsterdam!
