68% of respondents think the industry should consider the carbon footprint of the consumption it drives

Nearly half (48%) of businesses are now estimating the emissions produced by digital media products 

Brussels, Belgium, 19th February 2025 - IAB Europe, the European-level industry association for the digital marketing and advertising ecosystem, today announced the results of its latest annual ‘State of Readiness - Sustainability in Digital Advertising’ Report for 2025. Now in its third year, the report provides key insights into the industry’s sustainability priorities, actions taken to reduce carbon footprints, and the progress made towards more sustainable practices across Europe.

Based on 102 responses from companies in the digital advertising ecosystem across Europe, the report reveals that the majority of businesses (74%) see sustainability as a vital component of their business models. The number of companies that have set Science-Based Targets (SBTs) has also seen significant progress, increasing by 56% from 18% in 2024 to 28% in 2025. 

The report also reveals the need for a multidimensional approach for continued progress in environmental sustainability. It emphasises the need for key actions, with respondents strongly agreeing/agreeing that greenhouse gas (GHG) estimation (90%), the creation of consistent standards for GHG estimation (89%), and the development (90%) and adoption (92%) of tools to reduce emissions are needed, to drive meaningful change.

Key findings from the 2025 State of Readiness Report highlight:

• Sustainability is still a priority: Sustainability is still a key challenge for the digital advertising industry in 2025 being cited as the second most important challenge, just after measurement.

• Focus on Emissions and DE&I Growth: GHG emissions remain the top Environmental, Sustainability, and Governance (ESG) concern (61%), while an emphasis on Diversity, Equity, and Inclusion (DE&I) has grown significantly (50% in 2025 vs. 30% in 2024).

• Progress in Emissions Measurement: Almost half (48%) of businesses now estimate the emissions produced by digital media products, doubling from 24% in 2024. 

• Ongoing Barriers to Progress: Lack of industry standards (82%) and education (81%) remain key obstacles to progress on sustainability, though fewer companies cite financial constraints, indicating increased investment in sustainability efforts (55% in 2025 vs. 65% in 2024). 

Commenting on the findings, Townsend Feehan CEO of IAB Europe said "The 2025 findings show encouraging progress, with more companies setting science-based targets and actively measuring their environmental impact. However, our industry still requires greater collaboration, consistent standards, and continued investment to drive meaningful change. IAB Europe remains committed to supporting the industry in accelerating its sustainability journey.”

Anthony Falco, Global Director at Ad Net Zero also commented, “It’s clear that standardisation of GHG emissions measurement is required to accelerate reductions across the digital advertising landscape, and the development of Global Media Sustainability Framework(GMSF) is an important part of this. As more companies prioritise sustainability, in part to comply with regulatory requirements, standardisation can help create real, positive change for the industry.”

IAB Europe’s Sustainability Standards Committee is a multi-stakeholder group that shares insights and delivers outputs that help reduce the amount of energy consumed and emissions produced by digital advertising. The findings from this year’s report will help drive the committee’s work for the year ahead.

For more information about IAB Europe’s sustainability initiatives, visit the IAB Europe Sustainability Hub here. To learn more about membership opportunities and how to get involved, please contact communication@iabeurope.eu.

The full report with accompanying graphs can be downloaded from IAB Europe’s website here. 

As a marketer who spends most of my time on the industry side, stepping into the world of digital advertising policy in Europe at Advertising Horizons 2025 in Brussels for a whole day felt like opening a door to an exciting extra dimension. With policy usually featured as a section within our wider events, it was refreshing to spend a day dedicated to diving into how innovation, policy, and trust intertwine to shape the future of our industry.

What struck me the most was the emphasis throughout the day on trust and transparency as the foundation of digital advertising’s evolution. In a landscape where consumer expectations are rapidly changing, discussions around privacy, data ethics, and transparency were not just regulatory checkboxes - they were at the heart of building sustainable marketing strategies. Hearing industry leaders debate the implications of the Digital Services Act (DSA) and the evolving ePrivacy regulations highlighted how essential it is for our industry to be proactive, not reactive, to policy shifts.

The event also showcased innovation as a catalyst for growth. From the rise of AI-driven ad technologies to the expansion of Retail Media Networks, the future of digital advertising is rich with possibilities, which as a marketer, I am pretty thrilled about. But these innovations come with a caveat. They must be aligned with responsible data practices and ethical considerations, and this balance between creativity and compliance is where the true challenge (and opportunity) lies.

Finally, what resonated most was the call for cross-industry collaboration. Something that is at the heart of what we do at IAB Europe. Navigating the complexities of European digital policy isn’t a solo journey. It requires the whole ecosystem - from marketers and policymakers to tech platforms, publishers, advertisers, and more to work hand in hand. The insights from the panel discussions and keynotes weren’t just anecdotal; they offered actionable strategies to bridge the gap between policy understanding and practical execution.

For me, Advertising Horizons 2025 wasn’t just another industry event. It was a refreshing opportunity to explore policy in greater depth and it underscored the importance of staying informed, engaged, and adaptable in an evolving European climate if we want to get ahead. The future of digital advertising isn’t just being shaped by algorithms and creative ideas - it’s being crafted through the lens of policy, trust, and purposeful innovation.

If you’d like to dive deeper into European digital advertising policy, you can check out our event wrap-up here. You can also reach out to the team at communication@iabeurope.eu, for more information on IAB Europe’s policy work and how you can get involved. 

In the meantime, I’m excited to see what comes next as we navigate and advocate for our industry in this new EU term.

That’s a wrap! On the 4th of February 2025, digital advertising EU policy took centre stage in Brussels at our first dedicated policy event Advertising Horizons 2025.

With over 150 people in attendance, we saw European industry leaders, innovators, and policymakers come together to explore the future of our industry, delving into integral policy matters that will shape the road ahead. 

Featuring exclusive panel sessions with policymakers and industry experts, quick-fire lightning talks, case studies, and more it was a day filled with powerful insights, practical takeaways, and all-important opportunities to connect with peers and the “EU bubble”. 

The agenda covered key issues such as digital skills, the EU’s digitisation gap, consumer protection policies, and data protection.

Throughout the sessions, speakers highlighted the vital role of digital advertising:

• As an engine for economic growth and a key tool for businesses - large and small - seeking to digitise.
• As a driver of high-end software engineering and digital skills, creating future-ready jobs at the intersection of data, AI, and the creative industries.
• As a crucial funding source for independent media and journalism, ensuring access to quality news for all.
• As a system that empowers users to choose between paying for content or viewing ads, all within the framework of the EU’s strict privacy and data protection laws.

To help you relive the event and explore the key insights from the day, we've put together a Recap Video alongside overviews of our standout sessions below, complete with top takeaways and on-demand videos for you to watch in your own time.

Watch the Recap Video here.

Enjoy!

Opening Keynote - Townsend Feehan, CEO of IAB Europe

The event began with our CEO, Townsend Feehan, taking to the stage to set the tone for the day’s discussions. In her opening remarks, she described the event as an invitation to all to explore the benefits digital advertising brings to Europe’s society and economy, the hard facts that must be acknowledged and overcome, and the opportunities it offers to enhance competitiveness and accelerate the future of the EU. 

“Today’s event is an invitation.  An invitation extended to everyone who wants Europe’s internet to reflect its values – values such as equity, freedom, peace, democracy, and sustainability.   The invitation is to explore with us the benefits that digital advertising brings to Europe’s society and economy, the challenges that accompany those benefits, and the opportunity it provides to advance the strategic autonomy and competitiveness goals that top the new Commission’s agenda.” 

Keynote: How is Innovation and Creativity Shaping the Future of the European Digital Advertising Industry

“It’s time to restart Europe’s innovation engine” - EU Chief Ursula von der Leyen

Following the opening remarks from our CEO, Daniel Knapp took to the stage to discuss the roles of innovation and creativity in driving our industry forward.

Here are some of the top takeaways from the session:

• Marketing plays a critical role in transforming innovation from untapped potential into tangible impact through storytelling. Without marketing, innovation risks remaining in a box - confined, unseen, and underutilised. 
• In today’s climate of slow economic growth, there’s an urgent need to reignite the innovation engine, with competitiveness and the process of creative destruction being vital for Europe’s business landscape.
• Digital advertising has emerged as a key toolset, serving as both the default advertising channel and a catalyst for the digital transformation of traditional media channels. 
• Its economic impact is also substantial with every euro spent generating significant returns, contributing to 13% of the EU’s GDP. This effect ripples through the supply chain with an estimated €18 return on every euro invested in advertising, fueling services, goods, and materials beyond the point of sale. 
• But advertising is not just about driving sales. It’s also about fostering consumer experiences and supporting free access to media. 
• Looking ahead, Daniel stated that the EU must embrace AI. At present the current adoption rate of AI among businesses is 14%. In terms of its use in advertising, AI-driven ad send is already shaping the industry helping usher in a new era of growth but more needs to be done.
• Finally, Daniel discussed how balancing privacy with innovation can be achieved through trusted policy dialogues, where the industry can collaborate with regulators to ensure data-driven creativity thrives within a secure framework.

Watch the session recording here.

Keynote: How Can Creative Ads Fuel Innovation

Next up, Fabien Le Roux, Head of Creative Department at TikTok talked us through the power of creativity in driving innovation. He discussed how TikTok is reshaping the entertainment category by prioritising creativity. This ranges from simple visuals to ideas that unlock new ways of engaging audiences. 

With creators now replacing traditional influencers as the new currency of entertainment, TikTok provides a good example of how new technologies can drive significant economic growth for small businesses and help fuel both creative industries and advertising by bringing bold ideas back to the forefront. 

Watch the session recording here. 

Panel Discussion: Skills Gap - How to Address the Mismatch Between Today’s Digital Skills and Tomorrow’s Needs

Our first panel looked to tackle the digital skills gap in Europe. Moderated by VIA Netherlands’ Director, Saskia Baneke, the following panellist looked to bridge the gap between the digital skills available today and what is needed to drive the future of our industry tomorrow:

• Romain Lerallut, VP, Head of Criteo AI Lad, Criteo 
• Andrea Calbeaza, Senior Manager, Government Affairs, Microsoft 
• Saskia Van Uffelen, Manager Future, Workforce, Agoria

Here are the main highlights from this session:

• In terms of the current challenges faced in Europe, the panellists discussed the urgent need to develop talent in emerging areas like AI and AI literacy, not just for building technology but also for its effective use.
• A more optimistic vision for Europe’s future workforce was also shared. One that drives innovation and inclusivity, with a cultural shift towards viewing human capital as a key asset rather than a cost. The Draghi report highlighted skills as one of the key pillars of European competitiveness - How we view and approach the workforce and the new AI economy can be powerful drivers for growth. 
• The importance of redefining digital skills to encompass not only technical competencies like AI but also multilingualism, leadership, and other human-centric abilities were also highlighted. The pandemic exposed the limitations of traditional leadership models, underscoring the need for a culture of lifelong learning to accelerate digital transformation.
• The growing trend of multi-skilled individuals in tech, particularly the socially conscious Gen Z workers, who bring fresh perspectives that align with European values was also noted. We need to inspire young talent amidst widespread pessimism in the media, advocating for more mentorship programmes and coaching.
• Addressing some of the policy challenges, and how to overcome barriers including affordability, lack of awareness, and insufficient competencies, more cohesive policymaking, better alignment of initiatives, and an increased investment in both non-formal education and communication were discussed. 

Watch the session recording here. 

Case Study: Innovation Gap - How Do European Start-Ups Innovate and Grow Through Creative Digital Ads?

After a short coffee break, we were straight back into some great content with a case study from Teresa Solman, Digital Media Team Leader at Allegro, and Martyna Dziubek, Head of Marketing & NPD at Yope. The duo demonstrated how the two companies worked together to make the local Polish brand more marketable, utilising smart optimisation and personalisation through Retail Media to communicate key messages directly and transparently.

Watch the session recording here.  

Panel Discussion: Digitisation Gap - How to Incentivise the Efforts of EU Businesses to Develop Innovative Ways of Creating Value Online

Our next panel took to the stage to discuss how we can encourage businesses in Europe to develop greater value in the online world through innovation and collaboration. Moderated by IAB Ireland’s CEO, Suzanne McElligott, the panel of speakers included:

• Marco Giorello, Head of Unit, Directorate-General for Communications Networks, Content and Technology (CNECT)
• Rhys Nölke, Chief Data Officer, Bertelsmann 
• Thomas Lue Lytzen, Director, Ad Sales & Tech at Ekstra Bladet 
• Patrick Waelbroeck, Professor of Economics, Telecom Paris / Institut Polytechnique de Paris 

Here are some of the top points discussed during this session:

• In terms of key challenges, the panel discussed the pressing need to align the regulatory landscape. Differing interpretations create disparities that complicate data agreements and hinder innovation, especially in the complex implementation of the GDPR.
• The conversation also covered how there is a need for the EU to gain data sovereignty to shape Europe’s digital future, in particular in the context of global competition from countries like China.
• GDPR’s broad interpretations have also made personalisation challenging for our industry. The panel talked about basic practices like frequency capping being considered as personal data requiring consent, making it more difficult for publishers to understand and engage with audiences effectively. 
• The speakers also considered the opportunities available through regulation. While regulations like the DSA and DMA present compliance challenges, the panel emphasised they hold the potential to foster fairness, transparency, and new business models.
• All in all, they concluded that we should view the regulatory framework as an opportunity to engage with policymakers, foster cross-industry dialogue to bridge gaps and recognise digital's role in media pluralism and European values. 

Watch the session recording here. 

Panel Discussion: How to Ensure that Personalised Advertising Benefits Consumers and Businesses Alike

We then moved the conversation to focus more on the benefits of personalisation to consumers and businesses in Europe. Moderated by Jacob Dexe, Public Affairs Manager at IAB Sweden, the following panellists discussed personalised advertising and how regulatory and trust-related challenges can influence its effectiveness.

• Stacey Featherston, Public Policy Manager, Meta 
• Stevan Randjelovic, Head of Public Policy & Industry Affairs, WPP 
• Marco Pierani, Director of Public Affairs & Media Relations at Euroconsumers 
• Maria-Myrto Kanellopoulou, Head of Unit, Consumer Law, DG JUST

Check out the main takeaways from this session:

• The panel opened by discussing the current state of play in personalised advertising in the context of legal certainty and consumer protection. They emphasised how legal clarity is needed to protect business values while providing a consistent application of rules that are crucial for safeguarding consumers. 
• The panel explored how despite an overload of regulations, companies must try and prioritise transparency to maintain meaningful relationships with consumers. While new legislation aims to address market failures by positioning consumers as active participants in the value exchange.
• Panellists flagged that the EU's goal should be to simplify the legal framework to enhance both consumer empowerment and business opportunities. 
• The group then dived into the challenges of data transparency and control. With some consumers finding the consent process confusing and GDPR overly complex, they discussed how simplification should not compromise data protection but show regulatory clarity and effective enforcement. 
• The panel agreed that meaningful transparency, rather than just compliance, is key to rebuilding trust here. 
• The value of personalised advertising for SMEs was also discussed, as it enables them to reach audiences effectively and competitively. 
• Considering everything that had been discussed, the panel concluded that there is a strong desire to reduce regulatory complexity while maintaining high standards of consumer protection. Consumers should be viewed as active stakeholders in the digital advertising economy, and, despite the challenges, optimism for regulatory certainty can be seen.

Watch the session recording here. 

Keynote: How do Creative Ads Address Societal Challenges?

It was then time to shift gears back to creativity. Welcoming to the stage Shahnaz Ahmed, Director of Creative and Innovation from The Social Element agency, the audience saw how creative campaigns can influence people to do more.

During the session, she shared several creative advertising examples that didn’t need big moments to make an impact. From the Assume I Can So Maybe I Will campaign that highlighted and supported those with Down Syndrome, to fictional characters that encouraged meat eaters to take on a more vegetarian lifestyle, we saw how putting the ‘What If’ and creativity at the centre of campaigns can move very human problems into measurable impact for brands. 

Watch the session recording here. 

Case Study: The Future of Fraud Fighting

From creative examples to battling bots. Jack Smith, Chief Innovation Officer at DoubleVerify then took us through the current status of ad fraud and ways in which this challenge can be addressed. He emphasised that industry collaboration was important in this area and that we all need to spot the anomalies as they appear to protect advertisers. 

Watch the session recording here. 

Panel Discussion: How to Enable Privacy and Innovation in Digital Advertising

The final panel of the day, saw Matthew Newman, Global Chief Correspondent at MLex lead a discussion on how the industry can work with policymakers to ensure privacy and innovation are achieved. The following speakers shared their thoughts on how to tackle the intersection of data privacy, technological advancement, and regulatory frameworks. 

• Oliver Pischke, Global Digital Director, Kantar 
• Kamal Janardhan, Sr. Director of Product Management, Google 
• Pierre Devoize, Deputy MD in charge of Public Affairs, Alliance Digitale 
• Karolina Mojzesowicz, Deputy Head of Unit, DG JUST C3 

Explore the highlights from this session:

• The panel kicked off by highlighting that while the core challenge of managing large data volumes remains, new technologies like privacy-enhancing technologies (PETs) are helping to unlock data’s potential securely. They help pave the way for rich data-driven experiences while maintaining strict first-party data boundaries. 
• A lack of standardisation in privacy tech, however, hinders interoperability across platforms. For these innovations to be truly effective, our industry must establish common standards that are accessible to all stakeholders.
• The importance of ensuring new privacy technologies are practical and incentivised within the current legal framework was also stressed, in order to support a thriving and diverse advertising ecosystem. 
• It was pointed out that the ongoing debate around targeted advertising is driven by privacy concerns. Panelists stressed the need for clarity in the privacy rules, as ad revenues are critical to publishers, along with viable models for them to sustain free content online. 
• The panel also discussed models like ’Consent or Pay’, and frustration over inconsistent regulatory opinions.
• It was suggested that a shift in focus from how data is collected to what happens after collection is needed. Greater standardisation, differentiation of use cases, and cooperation could improve consumer trust and reduce malpractice.
• Privacy was also framed as a potential tool to foster innovation rather than being seen as a barrier. By reducing compliance burdens and providing clear incentives, businesses can focus on economic growth while respecting user rights.
• Concerns were voiced about the EU lagging behind in tech innovation, particularly with areas like Generative AI, which has been developed further outside the EU. Speakers urged policymakers to leverage the EU’s regulatory influence to drive economic power. 

Watch the session recording here. 

Keynote Presentation: Closing the Gap

To conclude a day filled with deep insight and innovation,  Achim Schlosser, VP of Global Data Standards, Bertelsmann walked us through how we can all seize the opportunity of advertising as an economic growth engine by fostering data and innovation in a digital Europe.

He showcased how the Industry has responded to regulatory requirements, creating building blocks for a European digital “infrastructure”, including the great work of IAB Europe’s Transparency and Consent Framework (TCF) and how a new collaborative approach is needed to promote consumer choice and unlock Europe’s digital business potential, enabled by trusted interlocutors like IAB Europe. 

Watch the session recording here. 

Lightning Talks

Beyond the main stage discussions, our Lightning Talks provided rapid and impactful deep dives into some of the most critical questions shaping the digital landscape today. Delivered by senior industry experts from our member companies, these sessions offered clarity on topics ranging from privacy and consumer trust to the evolving role of innovation and technology.

Key sessions included:

• “Why Are There Ads Everywhere I Go on the Internet?“
  Christer Ljones, Director of Ad Data Capabilities, Schibsted Marketing Services explored how ad targeting works, the mechanics behind digital advertising, and why users see certain ads across platforms.
• “How Do SMBs Unlock Growth Through Advertising?“
  Benjamin Cohen, CEO & Founder, Y-Brush examined how small and medium-sized businesses can leverage digital advertising to scale their operations effectively.
• “Why Do We Need Cookies?“
  Stuart Wilkinson, Senior Business Development Director, Kantar provided a breakdown of the role cookies play in online advertising, their impact on measurement, and potential alternatives.
• “What Will An Internet Without Personalised Ads Look Like?“
  Alexander Whalen, Public Policy Manager, EU Affairs, Meta considered the implications of a cookieless future, the economic impact, and potential shifts in advertising strategies.
• “Is Contextual Advertising Economically Viable?“
  Lionel Basdevant, Senior Product Director, Criteo discussed the resurgence of contextual targeting and whether it can deliver comparable value to personalised advertising.
• “Will Technology Innovations be a Game Changer For Data Protection?“
  Ari Levenfeld, Government Affairs and Public Policy, Google assessed how emerging technologies can help balance data privacy with advertising effectiveness.
• “How Do You Design Consent Banners to Better Inform Consumers, Increase Their Trust and, Ideally, Their Consent Rate?“
  Prof. Max von Grafenstein, Professor of Law, Universität der Künste Berlin analysed best practices for consent banner design, exploring ways to enhance user understanding and improve engagement.

As we look ahead, the discussions and insights shared at Advertising Horizons 2025 underscore the pivotal role of collaboration between industry leaders, policymakers, and innovators in shaping the future of digital advertising. From addressing the digital skills gap and fostering creativity to navigating complex regulatory landscapes, the event highlighted the opportunities and challenges that lie ahead. With privacy and innovation at the forefront, it is clear that the path forward requires a balance of trust, transparency, and forward-thinking policies that will empower businesses and consumers alike.

If you would also like to learn more about IAB Europe’s policy work, membership opportunities, and how you can get involved, please contact the team at communication@iabeurope.eu. 

Retail Media continues to grow at a rapid pace, remaining one of the industry's hottest topics this year. Staying ahead of the curve requires expert insights, strategic discussions, collaboration, and forward-thinking solutions, which is exactly what our new Retail Media Roundtable podcast mini-series is here to provide. 

Hosted by our Industry Development & Insights Director, Marie-Clare Puffett, each episode brings industry experts together to explore the latest trends, challenges, and opportunities in Retail Media across Europe. 

Whether you're looking for practical tips, expert perspectives, or just a deeper understanding of this rapidly evolving space, The Retail Media Roundtable is your go-to series for engaging and thought-provoking conversations.

So grab a seat at the table, and dive in!

Listen to Available Episodes Here

You can discover more about IAB Europe’s Retail Media initiatives here and connect with Marie-Clare Puffett at puffett@iabeurope.eu to learn about membership opportunities and how to get involved.

IAB Europe is thrilled to announce our media partnership with Performance Marketing World: Unlocked 2025, the premier event for marketers looking to harness the latest innovations in performance-driven strategies. Taking place across two dynamic days, this year’s event promises to deliver cutting-edge insights, inspiring speakers, and unparalleled networking opportunities for marketing professionals across industries.

As part of our collaboration, IAB Europe is proud to host the E-commerce Stage, a dedicated stream set to address the rapidly evolving world of e-commerce and retail media. 

Here’s why you should secure your spot at Performance Marketing World: Unlocked 2025 and what to expect from this exciting event…

Elevating Performance Marketing to New Heights

Performance Marketing World: Unlocked 2025 sets itself apart by rewriting the ‘rules’ of performance marketing. The event focuses on how marketers can measure and optimise their campaigns, with a growing emphasis on creative and brand elements, as the field continues to evolve. With 6+ stages, over two days, and an exclusive after-party, this is more than just a conference - it’s a full-blown marketing experience.

Attendees will have the opportunity to engage with over 70% brand representation, including fast-growth names like Wild and Tony’s Chocolonely, and industry giants such as Apple, Disney, and Microsoft. The event also features a mix of legendary speakers and rising stars, creating a vibrant, diverse program designed to inspire and educate.

Introducing the E-commerce Stream

In partnership with Performance Marketing Unlocked, IAB Europe is delighted to present the E-commerce Stage. This dedicated stage will delve into the latest strategies shaping the e-commerce landscape, offering actionable insights for brands, retailers, and agencies alike. Key themes include:

• Retail Media: Understand the growth of retail media and its impact on the marketing landscape. Speakers like Laura Thomas from Unilever will delve into the role of first-party data, closed-loop attribution, and precision targeting in shaping successful campaigns.
• Walled Gardens: Learn how to navigate the complexities of data barriers, unlocking valuable retailer insights and using AI to enhance targeting precision.
• Community-Driven Sales: Explore how building and nurturing a loyal community can significantly drive conversions and foster long-term customer relationships. Lavinia Fanti from The Beauty Crop will discuss strategies for turning customers into brand advocates.
• Cross-Border Strategies: Discover how to optimise your digital presence in global markets, focusing on building a global brand identity, local search optimisation, and leveraging social media for engagement.
• Diversifying Performance Marketing Channels: Hear from industry experts on the importance of a multi-channel approach to maximise efficiency and ROI.
• Future Trends: Stay ahead of the curve with insights into emerging technologies, such as AI, machine learning, and data-driven strategies, that will shape the future of e-commerce marketing.

The E-commerce Stream offers attendees the opportunity to hear directly from award-winning marketers, retail pioneers, and innovative brands. It’s a can’t-miss opportunity to stay ahead of the curve in an ever-changing industry.

Spotlight on Keynote Speakers

Performance Marketing Unlocked 2025 boasts a stellar lineup of speakers, featuring some of the brightest minds and boldest voices in the industry:

• Les Binet, a world-renowned expert on marketing effectiveness, will deliver a keynote unlike anything he’s ever done before, challenging assumptions about the intersection of brand and performance marketing.
• Sophie Miller, founder of Pretty Little Marketer, will join a panel discussion on marketing across generations, bringing fresh perspectives from her vibrant LinkedIn community of over 550,000 followers.
• Jordan Schwazenberger, CEO of Sidemen, Europe’s biggest YouTube group, will share their journey from content creators to global sensations.
• Dr. Grace Kite, will provide insights into retail media, offering attendees practical advice to make data-driven decisions.

These headliners are joined by a host of other speakers, including rising stars and established leaders from across the marketing spectrum.

Networking and Immersive Experiences

Performance Marketing Unlocked 2025 isn’t just about learning—it’s about connecting. With immersive activations and experiences throughout the venue, the event promises an engaging and enjoyable atmosphere for making meaningful connections.

Why You Should Attend

Whether you’re an e-commerce marketer, agency professional, or brand leader, Performance Marketing Unlocked 2025 offers something for everyone. From actionable insights on paid media and influencer marketing to deep dives into AI, culture, and creativity, the agenda is packed with valuable takeaways.

Get Your Tickets Today

Tickets for Performance Marketing Unlocked 2025 are now available, with options for agencies, suppliers, influencers, and affiliates. Visit performancemarketingworldunlocked.com to secure your place at the must-attend marketing event of the year. We’ll see you there!

What a start to 2025! On 22nd January, we headed to London for our first Retailer Council for the year, where we brought some of the brightest minds in the industry together to tackle the challenges and opportunities shaping the future of Retail Media from a Retailer perspective. 

From emerging trends to evolving buyer needs, the insights shared were nothing short of inspiring.

Thank you to SMG for hosting the session and to our Retailer Leaders’s Council members including those from Ahold Delhaize, Bol.com, Rewe Group, Uber Ads, Unlimitail, Ica Gruppen, and Allegro who joined us. 

For those interested in learning more about what the session covered, check out the highlights below:

The Retail Media Landscape with IAB Europe’s Chief Economist Daniel Knapp

Daniel kicked things off with an insightful update on the ad economy and how this is impacting retail media development, highlighting shifts in growth and challenges across regions. Some key takeaways included:

• Retail Media is catching up with search, as brands look to optimise on-site experiences.
• Social commerce and off-site Retail Media are emerging as priorities, with off-site seeing rapid growth.
• Retailers are expanding into video content, taking cues from players like Amazon Prime.

With Retail Media spend concentrated within a small number of players, differentiation is critical. This calls for stronger industry standards and increased data sharing amongst retailers to foster competition and innovation.

Retail Media - From the Buyer’s Perspective

After a period of reflection on the information Daniel shared, guest speakers from GroupM, Uber Advertising and SMG shared key insights with the group. 

Here are some of the key takeaways that were shared by GroupM to provide Retailers with an agency perspective on what brands are looking for from Retail Media. 

Key Challenges for Agencies:

1. Pressure to prioritise: With more limited ad budgets, agencies are facing increasing demands to prioritise projects and allocate spend strategically. Thie requires more granular planning, especially in high-potential areas like Retail Media.

2. Audience Targeting and Insights: 

• Agencies must target on-site Retail Media with precision, leveraging data to identify consumers based on their interactions with brands, purchase history, and timing in the customer journey.
• Granular audience targeting is critical, as is understanding how to align on-site tactics with broader campaign objectives.

3. Balancing Ad Load with Experience: Retailers were advised to diversify beyond sponsored ads and consider organic placements and contextual targeting to optimise both performance and customer experience.

4. Off-Site Retail Media Growth: Off-site channels offer significant potential for audience curation and upper-funnel opportunities. However, agencies are finding that they must carefully manage audience and supply parameters to ensure brand safety and access premium inventory.

Opportunities for Agencies:

1. Omnichannel Attribution: Connected, cross-channel attribution is the future of Retail Media. Agencies are looking to push for more sophisticated measurement systems to link on-site, off-site, and in-store media to clear business outcomes.

2. Non-Endemic Brands:  For non-endemic brands, Retail Media presents a chance to stand out. Agencies can help these brands leverage data points to prove audience relevance and drive awareness in a unique space.

3. Collaborative Partnerships: Agencies have a growing role as orchestrators, collaborating with retailers and brands to align strategies and maximise returns. 

The GroupM representatives rounded everything up by encouraging the Retailers to unlock new opportunities by experimenting with innovative ad formats beyond traditional approaches. Video and contextual targeting, in particular, offer significant potential to enhance engagement and performance. In-store media also presents unique advantages, providing brands with opportunities for high-impact reach and engagement.

Retailer Priorities for 2025

The final part of the day brought an open discussion between participants on what Retailers felt should be the priority areas for 2025 and how IAB Europe can support this. 

Here are some of the areas of focus that were discussed: 

1. Importance of Incrementality Measurement: Recognising that Retail Media needs to move beyond Return on Ad Spend (ROAS) the group discussed alignment on defining incremental sales measurement. This workstream will be led by IAB Europe with measurement guidelines coming out in the next couple of months.

2. Building the Retail Media Narrative: The group discussed the need to build the narrative of Retail Media and its USPs in the broader media landscape and IAB Europe encourages all ecosystem participants to lean in on this initiative. 

Thoughts From Our Retailer Participants

If you are a retailer or a key player in the advertising ecosystem interested in shaping the future of Retail Media, discover more about IAB Europe’s Retail Media initiatives here and connect with Marie-Clare Puffett at puffett@iabeurope.eu to learn about membership opportunities and how to get involved.

Have you secured your space to attend Advertising Horizons 2025? Taking place on 4th February in Brussels, IAB Europe’s flagship policy event promises to be an unmissable experience for anyone navigating the fast-paced world of advertising and policy.

Here are 5 reasons you can’t afford to miss it:

1. Expert Insights: Hear from top policymakers and industry leaders about the latest trends shaping the future of advertising.
2. Groundbreaking Agenda: Dive into thoughtfully curated sessions covering critical topics that matter to you and your business.
3. Inspiring Speakers: Engage with a stellar lineup of thought leaders and change-makers driving innovation in advertising and policy.
4. Networking Opportunities: Connect with peers, decision-makers, and innovators from across Europe.
5. Be Future-Ready: Gain actionable insights to navigate the intersection of advertising, technology, and policy.

Spaces are filling up fast, so don’t delay! Find out more about the event via the link below and register now to secure your free spot, before it’s too late.

Brussels, Belgium, 16th January 2025 - IAB Europe, Alliance Digitale, BVDW, IAB Finland, IAB Ireland, IAB Italia, IAB Polska, IAB Spain, and SPIR have submitted to the European Data Protection Board (EDPB) a feedback paper outlining key remarks and concerns after the EDPB’s stakeholder event on the forthcoming draft Guidelines concerning “Consent or Pay” (CorP) models, organised on November 18, 2024. 

The undersigned trade associations emphasise the need for a unified European approach consistent with existing legal frameworks, such as the General Data Protection Regulation (GDPR) and rulings by the Court of Justice of the European Union (CJEU). It has to be noted that CorP models have already been recognised in various jurisdictions, demonstrating their legality and alignment with GDPR principles. 

A major concern is the assessment of "freely given consent" in the context of CorP. CorP models inherently provide users with autonomy by offering clear options for accessing an online service involving paying a fee or accepting the processing of personal data for personalised advertising purposes to have free access. Users also retain full freedom to choose neither option and seek alternative services instead.

Additionally, there is no obligation for businesses to provide their services for free, nor is there any obligation for businesses to provide their services at a loss which would inevitably be the case should a third, free alternative without personalised advertising be required where CorP models are used. Personalised advertising is a significant revenue driver for many online services, with contextual advertising falling short as a viable alternative. Studies indicate that contextual ads generate significantly less revenue and are less effective in filling available ad slots. It will therefore no longer be feasible for many businesses to maintain a free (or lower-priced) access option funded by advertising due to much lower revenues should such an alternative be required - which would ultimately be to the detriment of users. 

The undersigned trade associations therefore encourage the EDPB to adopt a balanced, evidence-based approach to CorP models, recognising their role in sustaining access to free online services while respecting user autonomy. Given the significant economic implications that may result from the EDPB’s evaluation of CorP, any guidance should also be adequately based on empirical research as well as appropriate consultation with competition authorities and consumer protection authorities.

The feedback paper can be found here. For more information, please contact Gosia Kowalska, Privacy & Compliance Manager, IAB Europe - kowalska@iabeurope.eu / Ninon Vagner, Privacy Director, IAB Europe - vagner@iabeurope.eu. 

What’s in store for Retail Media in 2025? We asked members of our Retail Media Committee to share their predictions on the trends and themes that will shape the industry over the next 12 months. Take a look below to see their insights, including their buzzword predictions. 

A big thank you to the following contributors for sharing their thoughts:

Q. What major trends do you see shaping Retail Media in Europe in 2025?

Jason: “Innovation will be a key trend that shapes 2025. This can be interpreted broadly in the way that industry players will seek growth through differentiation as markets become more saturated. Data collaboration, automation, AI creative tools, and incrementality are key innovation fields promising bigger, better, and faster. I also think opportunism will be a trend, and I use this without negative connotation, but more in the sense of striking whilst the iron is hot. Retail Media is in demand and FOMO is in full effect for retailers who have been slow to mobilise. AdTech providers are well positioned to capitalise, with Amazon even throwing their hat in the ring recently announcing their Amazon Retail Ad Service rollout, in the US for on-site search, initially.”

Tanguy: “Retail Media will accelerate its transformation to be omnichannel. It is making a lot of sense for shoppers, retailers, and brands. Many omnichannel retailers are now becoming mature in Retail Media, enabling them to invest in-store and create opportunities for brands to connect with shoppers at the point of purchase where the large majority of sales still happen. This trend also corresponds to the key need to connect digital and physical touchpoints and measure the contribution of each interaction on total sales to reflect shopper behaviour.”

Katie: “I think the major trend we’ll see is Retail Media consolidation and partnerships. We know that the buy-side is finding it hard to navigate the explosion in Retail Media Network (RMN) launches that have cropped up across Europe in the last 2 years, yet there are still further retailers with interesting data and media propositions who could play an interesting role for advertisers. I believe that we’ll see a combination of smaller retail players partnering with larger networks, as well as new market propositions being launched that help to create more aggregated and integrated Retail Media offers. This should be good for everyone - it’ll drive simplification and ease of buying for agencies and brands, and it’ll create a role in the market for those with valuable media capabilities who can’t win on their own.” 

Lucie: “Retail Media Goes Programmatic: Break Down Silos

Even if Retail Media will still be a gated garden, to increase revenue and fill rate, retailers will open their inventory to a certain extent. Bringing programmatic demand from standard DSPs through deals helps retailers meet their goals without relying solely on their internal sales house teams.

CTV Will Play a Big Role in Retail Media

Connected TV is poised to be a big driver in the next phase of Retail Media. With streaming becoming increasingly dominant, CTV offers retailers a new medium to capture consumers’ attention within the home.”

Troy: “I think we’re going to see European retailers level up when it comes to using data to deliver real value to their customers. They’ll focus on meeting shoppers where they’re spending their time—whether that’s Connected TV, social platforms, or other emerging channels—and using Retail Media to make those touchpoints more meaningful. The store is also going to play a much bigger role, with more retailers doubling down on store measurement. By connecting brand spend to in-store transactions, they’ll unlock some of the most valuable insights and opportunities for growth. It’s all about creating smarter, more connected retail experiences.”

Q. How will advancements in technology impact Retail Media strategies this year?

Jason: “Data clean rooms will significantly impact Retail Media growth in 2025 by enabling secure data collaboration between retailers and brands without compromising consumer privacy. Using encrypted data, both parties can gain deeper insights into consumer behavior and optimise advertising strategies. For example, Amazon Marketing Cloud allows advertisers to perform analytics on their Amazon advertising data. Criteo’s partnership with LiveRamp enables Boots Media Group to offer transparent attribution by uniting loyalty card data with online exposure and in-store sales. As more retailers and brands adopt these capabilities, more effective advertising campaigns will drive further growth in the Retail Media sector.” 

Tanguy: “Identity Resolution is the technological backbone to develop enriched experiences for brands. Having a robust identity resolution technology opens for retailers the offsite Retail Media opportunity by recognising shoppers not only on retailer websites but also in all publisher environments. Likewise, identity resolution connects offline signals and purchases with online customer behaviours. This is the only way to power and measure a robust ROPO effect on Retail Media activities to follow shoppers across channels and reflect their behaviour. This advancement in tech is already live but its usage will undoubtedly grow a lot in 2025.”

Katie: “Much of the existing Retail Media technology is still digital only but over the next year I hope we’ll start to see more seamless integration of in-store and digital media into single commerce media platforms as this is what both retailers and brands need. Perhaps we could even get to the point where these platforms enable a single customer view using loyalty data so that campaigns can be planned, activated, and measured on a genuinely 1-2-1 customer basis. That would be a significant advancement but it’s not out of the realms of possibility in the next 12 months”

Lucie: “Advancements in technology will significantly shape Retail Media strategies this year, driven by AI and machine learning. AI-powered tools will enable retailers to optimise creative assets dynamically, tailoring ads to specific audiences for better engagement. Machine learning will automate budget allocation and campaign performance optimisation across various Retail Media channels, ensuring efficient spending and maximizing ROI. These advancements will empower retailers to execute more precise, data-driven strategies, offering personalised experiences at scale while improving operational efficiency.”

Troy: “The next wave of technology will focus on integrating Retail Media operations seamlessly. Unified platforms are becoming essential, connecting planning, execution, and reporting into a single view. Automation will play a big role in reducing manual work, freeing up teams to focus on strategic goals. AI-driven analytics will deliver real-time insights, enabling smarter decision-making and more precise omnichannel execution. These advancements will also prioritise privacy-first architectures, ensuring first-party data remains secure while empowering retailers and brands to optimise campaigns and drive meaningful growth.”

Q. What progress do you expect to see in standardising measurement and reporting?

Jason: “I’m optimistic the industry can make strides forward on more standardised measurement and reporting this year. Publishing Retail Media measurement standards last year was a positive start, but there is much to be done to facilitate widespread adoption. Our Retail Media Measurement Certification programme (currently in beta testing) will help progress standardisation by offering retailers the chance to substantiate (and promote) their adherence, and thus offer assurance to advertisers.” 

Tanguy: “We have seen tremendous effort over the last two years on measurement standardisation, which is a good sign. As Unlimitail we are seeing a common and shared interest from retailers and brands to reach the goal of having the same definitions and structure regarding standards. More and more mature retailers do understand the need for a standardised approach to measurement and their benefits. For 2025 I expect to see more retailers using the same measurement framework via the same KPI definitions such as shared by IAB Europe and the work of local entities like Alliance Digitale in France.”

Katie: “Retailers are working hard behind the scenes to adopt the measurement frameworks developed and championed by the IAB. This takes time (it’s often far more about the practical realities of systems inside retailers rather than appetite or desire to standardise), but I think we’ll see progress in adoption, particularly in the second half of 2025.” 

Troy: “In 2025, real-time reporting will become more prominent, giving stakeholders actionable insights to optimise campaigns dynamically. Standardisation will also take center stage, as retailers and platforms push for greater transparency and consistency in how performance is tracked and evaluated. Efforts by organisations like IAB Europe will play a key role in driving the adoption of uniform metrics, building trust, and making it easier for buyers to understand the direct impact of their retail media investments across all channels.”

Q. What will be the biggest challenges for buyers investing in Retail Media in 2025?

Jason: “As the sector continues to mature and advertisers (and their agencies) are becoming savvier in relation to the value and context of Retail Media performance metrics, ostensible claims of success through an inflated ROAS without broader context on campaign objectives, targeting and placements will no longer fly. This progression is an undoubtedly positive development but will make buying more complex as advertisers demand the use of more sophisticated and commercially robust KPIs i.e. sales uplift, iROAS.” 

Tanguy: “There are two big challenges on the buy side in 2025. First, concerns on the budget allocation by the retailer. With the improved options offered by retailers in Europe, brands and agencies have multiple relevant choices regarding where to put their focus. Buyers will need to consider their retailers and marketplace turnover to balance their investments correctly and invest where their shoppers are. The second challenge concerns attribution with the need for buyers to have a deep look at their performance metrics and the scope of attributed sales. It is key to compare apples with apples and to be able to gain precise performance metrics such as standardised post view and post click lookback windows and ROAS.”  

Katie: “I think internal alignment and structures are a growing challenge. Retail Media is disrupting the traditional categorisation of media and that means that bridging gaps between brand, shopper, and media teams (plus, of course, agencies) to build cohesive Retail Media strategies is crucial but also incredibly difficult. It often takes a single brand-side champion to connect the dots manually which is a great short-term intervention, but we will likely need more systemic reorganisation inside brands to make this truly work. I also think a key challenge is balancing short-term performance with long-term brand building. I’d love advertisers to properly rethink Retail Media's role beyond lower-funnel objectives, and that will mean a whole new planning and measurement approach.”

Troy:  “We will continue to see the critical challenge of fragmented teams, with marketing, merchandising, and operations often working in silos, leading to misaligned strategies and inefficiencies. To succeed, organisations must prioritise unifying these teams through platforms or systems that enable seamless collaboration and shared visibility. This internal fragmentation is compounded by external challenges like the lack of standardisation across Retail Media networks, concerns around data ownership, and rising costs for premium placements. Overcoming these hurdles requires a focus on integrated solutions that bring teams together, ensure transparency, and empower buyers to make data-driven decisions with confidence.”

Top retail media buzzwords for 2025

Jason: “Incrementality (this is my favourite), full-funnel (I loathe this one but keep hearing it), offsite and in-store (these two will be ubiquitous), and non-endemic advertiser (just rolls off the tongue?!)”

Tanguy: “Omnichannel will be much more part of the conversations to reflect shopper behaviour through advanced technologies. Regarding measurement, incrementality will be a hot topic and surely be covered by professional associations.”

Katie: “It’s got to be consolidation and upper-funnel right?! Plus, standardisation will still be high in the Retail Media conversation agenda” 

Lucie: “In-store and sustainability. Retailers will expand interactive digital displays to personalise in-store promotions, increasing real-time relevancy based on shopper data and behavior. In-Store Data Integration: Expect deeper integration of in-store shopping behavior with online profiles, enabling more unified omnichannel campaigns. Sustainability will be a growing concern in advertising in general.”

Troy: In 2025, "merch" is definitely going to be a buzzword to watch—it’s where merchandising and Retail Media finally come together in a meaningful way. JBP (Joint Business Planning) isn’t going anywhere either; it’s still the backbone of strong retailer-brand partnerships. Omnichannel will keep making waves as businesses focus on tying together in-store, online, and offsite experiences seamlessly. And, of course, ROAS is here to stay—it’s the metric everyone loves to rely on for measuring campaign success.” 

The 9th edition of E-commerce Berlin Expo, the trade fair and conference for the B2B e-commerce industry in Berlin, is approaching. This year’s expo will span two days - 19th - 20th February. Attendees can look forward to many networking opportunities, rare insights, and forward-thinking discussions.

Industry leaders from giants like Google, Microsoft, Deloitte, and TikTok, along with renowned brands such as Zalando, flaconi, and IKEA, will talk about the future of online retail. Plus IAB Europe's Industry Development & Insights Director, Marie-Clare Puffett will be taking to the stage on day two to discuss Retail Media Growth Trends & Opportunities.

The event will be inaugurated by Franziska Giffey, Berlin’s State Senator for Economy, Energy, and Enterprise.

E-commerce Berlin Expo is one of Europe’s leading events for the e-commerce and digital industries, providing a platform for professionals to network, learn from industry leaders, and explore the latest trends shaping the sector. Its 9th edition will take place on 19th-20th February in Berlin. In addition to an exhibition showcasing 290 service providers presenting the latest solutions, the event will include an extensive conference program featuring e-commerce professionals from the DACH region and beyond.

The upcoming expo will aim to tackle the most pressing challenges facing the e-commerce sector, focusing on strategies for differentiation and innovation in a rapidly shifting environment. The agenda will delve into a variety of topics, including AI, emerging technologies, international expansion, logistics, payments, the customer journey, marketing, and leadership.

Industry-Leading Keynotes

More than 150 industry experts will deliver presentations and workshops across five conference stages and two masterclass tracks. Talks will be held in either English or German, catering to a broad audience. Among them attendees will find presentations and case studies from representatives of globally recognised brands and retailers such as REWE, Zalando, MediaMarktSaturn, OTTO, Fielmann, flaconi, Philips, Lampenwelt, Deutsche Telekom, and IKEA, as well as new-com players like Snocks, Waterdrop, KoRo, ON, and Amorelie. Giants including Microsoft, Google, TikTok, Deloitte, and Amazon will also deliver insights on the latest innovations driving the industry forward. Additionally, industry associations such as HDE and IAB Europe will contribute to shaping the discussions.

Panel Discussions and New Focus Areas

In addition to keynote speeches and masterclasses, the event will feature panel discussions. This year, special attention is given to the AI panel, considering its growing role in today’s world. Insights will come from top players in the field, including Meta and OTTO.

For the first time, organisers are also introducing a Shop-tech block, offering e-commerce platforms a chance to share their knowledge and experience. Key speakers, including the Co-CEO of Shopware, CTO Central Europe of Adobe, and CEO of JTL Software, will explore how technology and platforms are revolutionizing the e-commerce landscape.

How to Participate in the Event

For more information and to register as a visitor, please visit the official event website: https://tinyurl.com/4bpredvn. Registration is free of charge. The event takes place on 19th-20th Febraury at STATION Berlin. The expo starts at 9:00 AM and runs until 6:00 PM on the first day and 5:00 PM on the second day.

Last month, IAB Europe and TikTok hosted a roundtable discussion to explore the impact of creative content looking at how it can be used as a mechanism for success, and how AI can help creativity to scale. Featuring experts from GroupM Nexus, Glo Motion Studios, Spark Foundry, Social Element Agency, TikTok, and IAB Europe, the session explored how brands, creators, and agencies are navigating creativity and what we can expect next. 

The insights gathered during this discussion will form part of a comprehensive Playbook that IAB Europe and TikTok will release in Q1. The Playbook will offer actionable guidance and strategies to help industry stakeholders leverage creative content effectively. 

Here are some of the themes we explored:

The State of Creativity in 2024

With attention spans shrinking and users empowered to skip content, the bar for engagement has never been higher. The group discussed how creativity today must deliver instant impact, but also adapt to more long-form, audience-interactive approaches.

It was also discussed how campaigns now demand channel-specific strategies, where creativity and media planning converge, and how performance marketing is becoming more dependent on high-quality creativity to achieve its goals.

Creators: The Heart of Community and Authenticity

The conversation then shifted to the rise of creators and how they have redefined how brands connect with audiences. Once focused on long-form content, creators have evolved to meet the demands of dynamic, short-form platforms. 

“Creators are synonymous with community,” said one participant. “They live and breathe the audience’s world, making them invaluable partners in relaying a brand’s message.” However, it was suggested that this approach isn’t without challenges and that agencies play a critical role in ensuring safety and aligning brand objectives with creator-driven campaigns.

Finally, authenticity remains a buzzword, but the discussion revealed a deeper shift toward relatability. Consumers increasingly demand value exchanges from content, which for brands, means staying consistent while remaining brave enough to take risks.

The Role of AI in Creativity

AI emerged as both a tool and a topic of debate. While it has revolutionised operational aspects of advertising, like audience targeting and campaign measurement, it also acts as a co-pilot in the creative process. AI can refine ideas, generate novel concepts, and democratise creativity by lowering barriers for small brands. However, the consensus is clear: AI isn’t replacing human creativity but augmenting it.

Looking Ahead

As the boundaries of creativity, technology, and performance marketing blur, the central takeaway is: creativity thrives on collaboration, authenticity, and a willingness to adapt. Whether through creators, AI, or data-driven insights, the future of digital advertising will rely on blending art with science to forge meaningful connections.

Stay tuned for the release of the Playbook in Q1, where these insights and more will be shared in greater detail to help guide the industry forward in creativity and innovation. 

Leaders from across the digital advertising ecosystem, EU Commission, and education institutions, including Criteo, Meta, DG JUST, and Télécom Paris, are among the first speakers to be announced for IAB Europe's new policy event Advertising Horizones in Brussels in February 2025. 

IAB Europe is thrilled to reveal the first confirmed speakers for its new policy event, Advertising Horizons: Fuelling Europe’s Digital Future, taking place on 4 February 2025 at Sparks, Brussels. 

Advertising Horizons will feature engaging panel debates, thought-provoking keynote speeches, and interactive sessions designed to explore the key trends and technologies revolutionising the digital advertising landscape. Attendees will gain actionable insights on topics such as privacy, innovation, creativity, and digital transformation.

Confirmed Speakers and Key Topics

The first speaker announcements highlight an impressive line-up of experts who will lead discussions across pivotal themes:

• Daniel Knapp, Chief Economist, IAB Europe
  Daniel will provide insights into how innovation and creativity are reshaping Europe’s digital advertising landscape and driving the industry forward.
• Romain Lerallut, VP and Head of Criteo AI Lab
  Romain will speak at the panel debate session on the skills gap in Europe, discussing strategies to address the mismatch between today’s digital capabilities and future workforce needs.
• Patrick Waelbroeck, Professor of Economics at Telecom Paris / Institut Polytechnique de Paris, Thomas Lue Lytzen, Director, Ad Sales & Tech at Ekstra Bladet / Chair of IAB Denmark’s Advisory Board and Marco Giorello, Head of Unit, Directorate-General for Communications Networks, Content and Technology (CNECT), Unit F4 – Platforms Policy and Enforcement - Technological and Economic Assessment
  Patrick, Thomas and Marco will participate in the panel debate addressing the digitisation gap and explore strategies to accelerate the digital transformation of European industries and the role digital advertising can play in driving growth.
• Maria-Myrto Kanellopoulou, Head of Unit, Consumer Law, DG JUST; Marisa Jiménez Martín, Director and Deputy Head of EU Affairs, Meta; and Marco Pierani, Director Public Affairs & Media Relations, Euroconsumers
  They will take part in  the panel that will examine how personalised advertising can deliver tangible benefits to both consumers and businesses, backed by the latest research and policy insights.
• Kamal Janardhan, Sr. Director Product Management, Google, Oliver Pischke, Global Digital Director, Kantar, Karolina Mojzesowicz, Deputy Head of Unit, DG JUST C3 and Pierre Devoize, Deputy CEO, Alliance Digitale. In their panel debate, they will explore how to facilitate compliance with EU data protection rules through innovative data protection solutions, while supporting data-driven innovation in Europe.
• Christer Ljones, Director of Ad Data Capabilities at Schibsted Marketing Services. Christer will present one of the Lightning Talks on the impact of programmatic advertising and ad personalization.

Why Attend Advertising Horizons?

This is not your average policy event. Advertising Horizons goes beyond traditional discussions, offering a day packed with:

• Dynamic panel debates featuring top industry voices.
• Interactive sessions showcasing cutting-edge technologies and concepts.
• Lightning talks by senior executives addressing industry misconceptions and hot-button topics.
• Networking opportunities to connect with the policymakers and leaders shaping the industry’s future.

Secure Your Spot Today

Register your interest to join policymakers, advertisers, and industry leaders in shaping the future of Europe’s digital advertising landscape.

For the full line-up of speakers and agenda updates, visit our event page here.

Stay tuned as we announce more speakers and session highlights in the coming weeks!