We are excited to announce the launch of our Pan-European Case Study Programme - an initiative designed to highlight the impactful sustainability efforts happening within the digital advertising industry. The programme aims to showcase how companies are driving the decarbonisation of the supply chain and advancing sustainability initiatives across the ecosystem.
We are calling for submissions of case studies that demonstrate your company's internal or external sustainability efforts. Whether it’s innovative strategies, successful implementations, or best practices, we want to share your stories to help educate and inspire the industry.
Submission Criteria
Case study submission is open to members of IAB Europe and members of our National IAB and Federation network from across Europe, including agencies, ad tech providers, publishers, and brands.
Submissions should:
Final case studies will be showcased on the IAB Europe website.
Be part of driving change and setting standards for sustainability across the digital advertising industry!
If you are interested in participating in the Pan-European Case Study Programme, please complete the form here by 31st October.
If you have any questions about the programme or how you can get involved please contact our New Products & Services Director Colombe Michaud at michaud@iabeurope.eu.
18th September 2024, Brussels, Belgium - IAB Europe and IAB have today announced the collaborative release of the first industry definitions and measurement standards for in-store Retail Media. The standards, which are open for public comment until the 1st of November 2024, have been developed to address the rapidly expanding in-store Retail Media opportunities and offer unified definitions, measurement standards, and guidelines for ad formats and store zones. They are designed to unlock the potential of this growing channel and help capture budgets traditionally allocated to linear TV and out-of-home (OOH).
The standards are the result of a joint initiative between IAB Europe and IAB that builds on the IAB/MRC Retail Media Measurement Guidelines and IAB Europe’s Retail Media Measurement Standards released by IAB in January 2024 and by IAB Europe in April 2024. Developed through a highly collaborative process involving key industry stakeholders, the effort included an in-person workshop hosted by IAB Europe in July 2024 that brought together 14 Retail Media Networks (RMNs) such as Ahold Delhaize, Douglas Marketing Solutions, Kingfisher, MediaMarkt, and Schwarz Media, among others. The process also involved virtual workshops and consultations with buy- and sell-side stakeholders, ensuring comprehensive representation from those driving the future of Retail Media.
The standards cover a range of essential areas including:
Commenting on the release of the standards, Townsend Feehan, CEO, IAB Europe, said, “The rapid growth of in-store digital Retail Media demands a unified approach to measurement and standardisation across markets. By introducing these first-ever measurement standards in collaboration with IAB, we aim to not only drive consistency and transparency in this space but also help retailers, brands, and technology providers unlock new revenue streams. These standards are critical in our collective effort to make Retail Media a more accessible and integrated part of digital advertising strategies across Europe and beyond.”
“Retail Media Networks have already had a meaningful impact on the digital advertising industry in a short period of time,” said David Cohen, CEO, IAB. “Working in conjunction with IAB Europe, we are fostering a collaborative ecosystem to ensure that in-store Retail Media is properly understood and utilised in an efficient and safe manner, for all constituents to thrive in this ever-evolving landscape.”
As the in-store digital Retail Media landscape continues to grow, these standards represent a crucial step toward technological investment and the standardisation needed to drive further adoption and cross-channel integration of Retail Media.
The new standards are now open for industry feedback until 1st November 2024, and we invite you to send all comments to retailmediastandards@iabeurope.eu or data@iab.com. IAB Europe and IAB have also planned further guidance and education sessions to support implementation.
For more information, including the full set of standards, visit the IAB Europe website here or the IAB website here.
For more information please contact:
IAB Europe:
Lauren Wakefield
Marketing & Communications Director, IAB Europe
wakefield@iabeurope.eu - +44 (0) 7828 514 193
IAB:
Kate Tumino Dougherty / Brittany Tibaldi
551-265-2825 / 347-487-6794
kdougherty@kcsa.com / btibaldi@kcsa.com
Brussels, Belgium, 16th September 2024 – IAB Europe is thrilled to announce the beta test launch of CreativeLi, a cutting-edge tool designed to optimise digital display advertising creatives by reducing file size without compromising visual quality. Developed by IAB Europe’s Sustainable Creatives Task Force in collaboration with Ad Net Zero, CreativeLi uses advanced metrics to strike the right balance in compression, preventing both under- and over-compression and ensuring that visual impact is maintained.
CreativeLi forms part of IAB Europe’s broader mission to drive sustainability in the digital advertising industry. By optimising the file size of display creatives, the tool aims to reduce the greenhouse gas (GHG) emissions associated with digital ad campaigns, without compromising user experience or performance.
Beta Test and Industry Feedback
By offering CreativeLi in a beta test phase, IAB Europe aims to gather valuable feedback and insights from our members to ensure it meets the overall needs of the industry. This feedback will help shape the final version, which is expected to be rolled out to a broader audience early next year.
Looking Ahead
In addition to CreativeLi, the Sustainable Creatives Task Force is working on applying similar principles to video creatives, with further updates expected soon. IAB Europe, in collaboration with Ad Net Zero, is also developing a range of tools, research, and case studies to assist the digital advertising ecosystem in transitioning to more sustainable practices.
For more information on CreativeLi, you can download the FAQ document here, and watch our explainer video here.
If you are a member of IAB Europe and would like to participate in the beta test of CreativeLi, please complete the form here.
If you have any questions on the tool and how to gain access please contact our Data Analyst and Sustainability Lead Dimitris Beis.
For any media inquiries please contact our Marketing & Communications Director Lauren Wakefield.
To learn more about the work of IAB Europe and the Sustainability Standards Committee, please visit the Sustainability Hub on our website here.
We are thrilled to announce that IAB Europe is bolstering its support for industry committees with two key hires: Simon Halstead and Ioana Mardare. As we continue to drive forward our mission to support the digital advertising industry across Europe, these additions will play a crucial role in enhancing the effectiveness and impact of our industry committees.
Introducing Simon Halstead: Senior Advisor, Programmatic Trading and Brand Advertising Committees
We are pleased to welcome Simon Halstead to our team as a Senior Advisor, focused on the Programmatic Trading and Brand Advertising Committees. Simon will be joining us on a consultative basis, working one day a week until the end of the year. His expertise will be instrumental in guiding our work around key industry pillars, particularly within the Brand
Advertising and Programmatic Trading Committees. Simon's deep industry knowledge is unparalleled. With 25 years of experience in programmatic advertising, he has held significant leadership roles across agencies, publishers, and ad tech companies, most recently at Yahoo. Simon also has a strong history with IAB Europe, having previously chaired the Programmatic Trading Committee, and he recently served as a strategic advisor to IAB UK.
In 2023, Simon founded Halstead Incubation Partners Ltd, a bespoke strategic advisory firm offering services in strategic consultancy, executive coaching, organisational design, and leadership development. His insights and leadership will be invaluable as we continue to develop and refine the outputs of our Brand Advertising and Programmatic Trading Committees.
Simon will be reaching out to our members in the coming weeks, and we encourage you to connect with him as he integrates into our team.
Welcoming Ioana Mardare: Senior Project Manager for Industry Committees
We are equally excited to introduce Ioana Mardare as our new Senior Project Manager for Industry Committees. Ioana will be responsible for ensuring the smooth and efficient operation of IAB Europe’s four key industry committees: Programmatic Trading, Brand Advertising, Retail Media, and Sustainability Standards.
Ioana brings a wealth of project management experience to the role, and she will be instrumental in coordinating the rhythm of the business across these committees. Her responsibilities will include scheduling meetings, collaborating with content leads to set agendas, producing action lists, and ensuring that follow-up actions are completed and well-documented. With Ioana's support, we are confident that our industry committees will continue to thrive, delivering valuable insights, best practices, and standards that benefit all industry members and the entire digital advertising ecosystem.
About Our Industry Committees
IAB Europe's industry committees are central to our mission of advancing the European digital advertising industry. Each committee focuses on key areas that are critical to the growth and sustainability of our industry:
Simon and Ioana will be working closely with IAB Europe’s CEO, Townsend Feehan, and CMO, Helen Mussard, who oversee our industry programs and initiatives alongside the committee leads Marie-Clare Puffett (Retail Media) and Dimitris Beis (Sustainability).
We are confident that the expertise and dedication of Simon and Ioana will significantly enhance the work of our committees and further strengthen IAB Europe’s role as a leader in the digital advertising landscape. Please join us in welcoming Simon and Ioana to the IAB Europe family. We look forward to the positive impact they will have on our industry committees and the wider digital advertising community.
For any questions or to connect with Simon or Ioana, please feel free to reach out to us at communication@iabeurope.eu.
Get ready for #DMEXCO24, which will once again see the digital industry’s big international players gathering in Cologne on September 18 and 19 to network, learn from each other, and shape the digital future. This year’s motto, “Prompting the Future,” embraces one of the hottest topics of our time: generative AI.
In addition to an expo featuring a vast array of exhibitors, DMEXCO will also be serving up a varied conference program exploring aspects that are currently influencing digital marketing and the wider digital industry. Across 14 stages, 850 top speakers, including IAB Europe are set to deliver more than 200 hours of content brimming with insights that will be sure to inspire the professional audience.
Check out IAB Europe’s involvement here.
Multifaceted Worlds in the DMEXCO 2024 Marketing Universe
The DMEXCO Worlds reflect the main fields of the digital industry: from Agencies and E-Commerce to Media and Tech. And let’s not forget the Start-up Area! All these spaces offer focal points for trade visitors and entrepreneurs looking for potential business partners. They’re also the ideal setting for exhibitors to zero in on their target groups without any wasted effort.
# World of Agencies
The World of Agencies is the hotspot for agencies of all kinds wanting to engage with existing and future clients. It gives them a platform to present their know-how and best practices to a wide audience, opening up promising new matches for their agency pool.
# World of E-Commerce
The World of E-Commerce brings together online retailers, service providers, and specialists in digital payment systems, creating the perfect backdrop for them to present their brands and products. From innovative shopping technologies to social commerce and sustainability – this is the place for showcasing e-commerce trends.
# World of Media
The World of Media shines a spotlight on a cross-section of the digital media landscape – spanning media firms, publishers, and advertisers. Retail Media will play a key role again here, with its own dedicated area to reflect its growing relevance on the scene.
# World of Tech
The World of Tech is home to digital tech pioneers making waves in VR/AR, cybersecurity, the metaverse, cloud computing, generative AI, and similar fields. Trailblazing innovations and the people and companies behind them take center stage here.
# Start-up Area
The Start-up Area is the place to be at DMEXCO 2024 for all the visionaries and creative thinkers shaking up the industry with their innovative business models. A wide range of players and topics will be showcased here, giving start-ups a platform to help each other level up and demonstrate what they have to offer their target groups on the digital market.
Get your ticket for DMEXCO 2024 now for full access to the DMEXCO Expo & Conference, the DMEXCO Worlds, the Retail Media Area, and the Start-up Area.
New this Year: the DMEXCO CMO Summit
The first-ever DMEXCO CMO Summit will take place this year, bringing together high-profile marketing players across all business areas. They’ll be delivering fascinating talks on a wide range of topics and trends, spanning artificial intelligence, sustainability, data analysis, corporate branding, and more.
You can look forward to insights from the industry’s thought leaders, including marketing expert Jennifer Treiber-Ruckenbrod (CMO, BMW Group Germany AG), Kerstin Köder (Regional CMO, Central and Eastern Europe, SAP SE), Rik Strubel (CMO, Westwing), Nadine Bartenschlager and Catherine Niebuhr (Co-CMOs in a job share position, NIVEA Germany/Switzerland), and Frank Köhler (CMO, Enpal).
# The Creativity Summit: a Special Highlight of DMEXCO 2024
In marketing, creativity isn’t just an art, it’s a business essential. And in our automated and AI-driven era, it’s also one of the most debated topics in the industry right now. So to reflect that, DMEXCO will be delivering a range of sessions on the topic of creativity on September 19 during a Creativity Summit co-hosted by the German Digital Award (DDA) and the German Association for the Digital Economy (BVDW).
Exclusive insights await you here on topics such as the “state of digital creativity” – served up by Matthias Maurer (Managing Director and Founder, la red), Marjorieth Sanmartin (CCO, Philipp und Keuntje, fischerAppelt), Robert Andersen (Managing Creative Director, Jung von Matt CREATORS), Dora Osinde (Chief Creative Officer, Ogilvy), and others. Or why not attend a session on creativity-driven, immersive solutions combined with useful best practices and new AR applications? You can also look forward to keynotes and panels on working with creative AI, AI-driven ecosystems, cultural marketing, and much more.
Mingle with the Digital Marketing & Tech Scene at DMEXCO 2024
Snag your ticket now for your chance to network with digital leaders, marketing pros, and tech innovators at DMEXCO 2024 in Cologne on September 18 and 19. A wealth of business contacts and a top-notch program packed with exclusive insights are waiting just around the corner for you. Put this year’s motto into action and prompt your way to a successful future for your business!
As the countdown to DMEXCO 2024 begins, we're gearing up for an exciting lineup of sessions and opportunities to connect with industry leaders in Cologne. Here’s a sneak peek at what we have in store.
This year’s DMEXCO theme, “Promoting the Future,” sets the tone for the event, which runs from 18th - 19th September. Industry leaders from around the globe will gather to exchange insights, forge meaningful connections, and explore the latest innovations driving the future of digital marketing and advertising.
We’re excited to join the conference, with several team members on hand to share knowledge and engage with partners across the ecosystem. Whether you’re a valued member or keen to get involved, our team is ready to connect and explore how we can shape the industry together.
Daniel Knapp, Chief Economist
Don’t miss our Chief Economist as he presents the latest data and analysis shaping the future of our industry. Get the insights you need to stay ahead, from market trends to economic forecasts.
Marie-Clare Puffett, Industry Development & Insights Director
Marie-Clare Puffett will be on hand to dive into the latest trends, opportunities and challenges in Retail Media, a rapidly growing space that’s transforming how brands connect with consumers.
Helen Mussard, CMO
Lauren Wakefield, Marketing & Communications Director
Helen and Lauren will be on the ground and available to discuss how IAB Europe is supporting members and newcomers by showcasing some of the upcoming initiatives. Whether you’re focusing on addressability, sustainability, CTV, or more, the team can help you to understand and make the most of the membership opportunities available.
Check out when IAB Europe will be on stage and add the sessions to your schedule:
Marie-Clare will be sharing the latest from our in-store standardisation work track including the first-ever in-store digital retail media measurement standards for public comment. She will then be joined by a panel of industry experts to discuss how the in-store retail media landscape is transforming, prompting agencies and brands to rethink their marketing strategies.
Join Daniel Knapp as he explores the key drivers behind Retail Media’s rapid growth in 2024. He’ll share the latest stats and facts on the Retail Media market in Europe and discuss how standardisation is crucial in scaling this booming sector.
Marie-Clare will join a panel of experts who will focus on the standardisation of efficiency metrics in Retail Media marketing. They'll discuss how to develop uniform metrics and methods to accurately assess the effectiveness of retail marketing initiatives. The discussion will highlight challenges and opportunities in implementing standardized measurement tools and their impact on optimizing campaigns and budgets. The goal is to create a common foundation for success measurement that enhances transparency and comparability.
In this keynote presentation, Daniel Knapp will reveal the top-level results from IAB Europe’s 2023 AdEx Benchmark Report to show where future advertising growth will come from and the emerging trends.
Covering 29 markets, AdEx Benchmark is the definitive guide to digital advertising expenditure in Europe. This presentation will showcase Europe’s market growth figures, outline top-performing markets and provide insights on the fastest-growing formats.
Hot off the press and revealed exclusively at DMEXCO, join this session to discover the latest insights on the development of programmatic advertising across Europe. Now in its 10th year, IAB Europe’s annual industry benchmark survey, Attitudes to Programmatic, unveils the newest buy-side and sell-side drivers, barriers, and strategies. The 2024 key findings will be presented and then discussed by a panel of European industry leaders.
We’ve got an exciting lineup planned, and we’d love to connect with you during DMEXCO.
Check out our sessions, and reach out to our team to schedule a meeting:
We look forward to seeing you in Cologne!
Brussels, Belgium, 15th August 2024 – IAB Europe is pleased to announce the beta test launch of OpenGHG, an innovative tool designed to estimate greenhouse gas emissions from digital advertising campaigns in compliance with emerging global standards. This initiative is part of IAB Europe’s ongoing commitment to advancing sustainability within the digital advertising industry.
The launch of OpenGHG marks a significant step towards achieving a common environmental modelling framework that captures activities throughout the value chain and reduces disparities between the estimates offered by different vendors. It supports the industry’s need for robust, trustworthy, and equivalent environmental figures so that further weight can be placed on metrics relating to emissions.
For the last year, IAB Europe’s Sustainability Standards Committee has been actively contributing to the development of common standards for estimating greenhouse gas (GHG) emissions arising from digital advertising activities. In close collaboration with Ad Net Zero, the Global Alliance for Responsible Media (GARM), and key stakeholders across media channels, IAB Europe has worked hard to encourage alignment on a variety of methodological considerations that inform how the environmental impact of digital advertising campaigns are calculated.
By offering OpenGHG in a beta test phase, IAB Europe aims to gather valuable feedback from its members and refine the framework to ensure it meets the needs of the industry.
Commenting on the new tool, Steffen Johann Hubert, Associate Director & Lead Sustainability at Seven.One Entertainment Group and Vice-Chair of IAB Europe’s Sustainability Standards Committee said, “IAB Europe's OpenGHG is a key step towards a greener digital ecosystem, underscoring our commitment to global standards and transparency. The tool allows the digital advertising industry to validate emissions reporting against current global standards and serves as a valuable resource for those new to digital sustainability, offering insight into critical points across the advertising value chain.”
IAB Europe remains committed to supporting our corporate members and National Federations by offering the essential guidance, data, and tools needed to implement the Global Media Sustainability Framework, now spearheaded by Ad Net Zero. The feedback collected during this beta test will inform the final version of OpenGHG, which is expected to be rolled out to a broader audience later this year.
Access more information on OpenGHG here, download the FAQ document here, and watch our explainer video here.
If you are a member of IAB Europe and would like to gain access to OpenGHG to test and provide feedback on the tool, please contact our Data Analyst & Sustainability Manager, Dimitris Beis, who can assist with this.
For any media inquiries please contact our Marketing & Communications Director Lauren Wakefield.
For more information on the work of IAB Europe and the Sustainability Standards Committee, please visit the Sustainability Hub on our website here.
Brussels, Belgium, 1st August 2024 – IAB Europe, the leading trade association for the digital advertising industry, welcomes the European Commission’s recently published second report on the General Data Protection Regulation (GDPR).
The association shares the Commission's view that the GDPR's adoption was a pivotal milestone, establishing enduring principles of data protection, including in the digital advertising sector.
IAB Europe strongly supports the Commission’s emphasis on maintaining a "risk-based and technology-neutral approach" to ensure robust protection for data subjects and free flow of personal data within EU. We agree that this approach is essential in imposing proportionate obligations on data controllers and processors, accommodating the rapid evolution of digital technologies while safeguarding individual privacy.
IAB Europe was pleased to see some of the views expressed in our submission during the consultation process reflected in the report's conclusions. In particular, we support the European Commission’s call for:
While the association welcomes the report's findings, we emphasise the need to strike a balanced approach between data protection and innovation, recognising the diverse impacts of emerging technologies on user privacy.
Finally, IAB Europe expresses its commitment to an ongoing dialogue on GDPR enforcement with policymakers to serve the interests of both businesses and consumers. For more information please refer to IAB Europe’s submission on the consultation process for the second GDPR report.
For more information on the second GDPR report or IAB Europe's policy work in general, please contact our Public Policy Manager Ines at talavera@iabeurope.eu.
Summer is upon us! Whether you’re lounging by the beach, hitting the trails, or simply enjoying the longer days, it’s the perfect time to enrich your mind and stay ahead of industry trends. One way you can do this is by listening into IAB Europe’s podcasts.
Whether you want to learn about the latest ‘Policy Matters’, hear ‘Programmatic Perspectives’, or discover what’s on the horizon in the ‘Digital Dawn’, we have a podcast for you.
Digital Dawn
Our original podcast series, brings insights and learnings from the digital advertising industry to light, to help spark new ideas into existence. From women in advertising to sustainability, Retail Media, and more, we get insights from those most in the know (our members) and explore new ideas to help drive the future of our industry.
Policy Matters
New for 2024, this series shares key conversations with industry experts, policymakers, and thought leaders to unravel the latest policies, regulations, and elections impacting our industry. From AI and Sustainability to the 2024 European Elections, we digest and share all the key things you need to know to stay up to date on European Policy.
Programmatic Perspectives
Our newest series lets you get all the programmatic insights and opinions you need on the go.
Each episode is hosted by Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify, who chairs IAB Europe’s Programmatic Trading Committee. Wayne speaks to committee members on an array of programmatic subjects so you can get a first-hand perspective into the topics shaping the people and products of programmatic advertising.
Digital Dawn
Policy Matters
Programmatic Perspectives
You can explore all of IAB Europe’s podcasts on our website here, or search for the podcast series you want to listen to in your player of choice.
Additionally, if you’re a member of IAB Europe and would like to participate in our podcast, please contact our Marketing & Communications Director Lauren at wakefield@iabeurope.eu.
This summer, turn your downtime into an opportunity for professional growth. Stay informed, inspired, and ahead of the game by tuning into the episodes of your choice.
Happy summer and happy listening!
The digital advertising industry in Europe is witnessing a paradigm shift with the growing influence of Retail Media and IAB Europe’s new Attitudes to Retail Media Report offers unique insight into the current status and future trends driving Retail Media in Europe.
The survey, developed by IAB Europe’s Retail Media Committee, garnered insights from over 160 respondents across 31 markets, comprising advertisers, agencies, and Retail Media Networks (RMN). Notably, the majority of respondents manage significant annual advertising budgets and hold influential positions within their organisations, such as Heads of Retail Media and Media Directors. The report underscores the pivotal role that Retail Media is slated to play in the future of digital advertising.
The Report reveals that Retail Media is enhancing media planning by leveraging data insights and reaching consumers at their point of purchase. It also highlights the importance of addressing barriers, such as the need for industry collaboration to establish standards. These insights underscore the transformative potential of Retail Media and the need for concerted efforts to foster its growth and professionalisation.
The survey indicates that while Retail Media is frequently discussed in industry circles and at events, its adoption is still in the nascent stage, with only half of the buyers having established partnerships with retailers or RMNs for more than one year. Notably, a significant trend is the reallocation of funds from other marketing channels to retail media, particularly from linear TV and performance marketing budgets.
Another interesting insight revealed the dominance of on-site opportunities in retail media investment. Furthermore, the report indicates that data access and the ability to reach consumers at the point of sale are significant drivers of investment, aligning with the broader industry trend of leveraging data and personalisation to enhance advertising efficacy.
However, the report also identifies some notable challenges. Approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. In addition, retailers face operational and technological challenges that hinder the growth of Retail Media insights that are crucial for understanding the current hurdles that need to be addressed to further unlock the potential of Retail Media.
IAB Europe’s Retail Media Committee has been driving significant initiatives to develop standards for Retail Media Advertising. The multi-stakeholder group, comprising of retailers and leading Retail Media businesses, has already produced valuable resources, including pan-European definitions, the first-ever industry association-led Retailer Digital Advertising Capability Map, and a Retail Media Glossary, which can be viewed on IAB Europe’s Retail Media Hub here. These initiatives underscore the collaborative efforts to shape the future of Retail Media and uphold industry standards.
The first Pan-European Attitudes to Retail Media Report for 2024 serves as a milestone in providing a comprehensive overview of Retail Media in Europe. The insights gleaned from this report not only offer valuable strategic insights but also pave the way for collaborative efforts to address challenges and propel the industry towards a new era of digital advertising.
Undoubtedly, Retail Media is set to play a defining role in shaping the advertising landscape in Europe in the coming years, and the report marks a significant step in understanding and embracing this transformative trend.
For more information on IAB Europe’s Retail Media work and how you can get involved in the Committee, please contact IAB Europe’s Industry Development & Insights Director, Marie-Clare at puffett@iabeurope.eu.
Brussels, 23 July 2024 - IAB Europe acknowledges yesterday’s announcement by Google that instead of deprecating support for third-party cookies on Chrome, it will “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing”.
The announcement was made alongside the release of results from buy- and sell-side testing of Privacy Sandbox APIs confirming that revenue losses arising from the deprecation of third-party cookies could be attenuated by the use of the APIs, though to varying degrees depending on the scenario.
The UK Competition and Markets Authority (CMA), which has been overseeing the development of the Privacy Sandbox following commitments made by Google in 2021, has announced that it will “work closely with the [UK Information Commissioner’s Office] to carefully consider Google’s new approach to the Privacy Sandbox”, and is open to receiving feedback from interested parties until 12 August.
Given the lack of detailed information on the user choice functionality that Google proposes to introduce instead of deprecating third-party cookies, it is currently challenging to fully assess the implications of this announcement on the broader ecosystem. However, IAB Europe emphasises the following key considerations that should be addressed in any alternative approach implemented in Chrome:
Finally, we would call on Google to ensure that the development is done in close collaboration with industry standard-setting organisations and takes good account of industry feedback, even as it continues to refine and improve the Sandbox tools. In this connection, it is relevant to acknowledge Google’s record of industry engagement on the Privacy Sandbox up to now, while being clear-eyed about the risks evoked above in relation to the alternative approach announced yesterday.
Half of Buyers Diverting Investment From Other Marketing Channels & Budgets to Retail Media Channels
23rd July, Brussels, Belgium - IAB Europe, the leading European-level industry association for the digital advertising industry, has today released the first Pan-European Attitudes to Retail Media Report for 2024, offering a fully comprehensive overview of the current status and future trends driving Retail Media in Europe as determined by the buyers and sellers in Retail Media advertising. Key findings reveal that half of buyers are already partnering with Retail Media Networks and are shifting budgets from other marketing channels to fuel Retail Media investment.
The survey developed by IAB Europe’s Retail Media Committee received over 160 respondents from advertisers, agencies, and Retail Media networks in 31 markets. The majority of respondents (80%+) manage annual advertising budgets of €1m or above and are investing more than 41% in digital advertising. Many of the respondents were either Heads of Retail Media or Media Directors.
Commenting on the findings from the report, Marie-Clare Puffett, IAB Europe’s Industry Development & Insights Director said “The Report reveals that Retail Media is enhancing media planning by leveraging data insights and reaching consumers at their point of purchase. It also highlights the importance of addressing barriers, such as the need for industry collaboration to establish standards. This collaboration is crucial for fostering the growth and professionalisation of Retail Media and IAB Europe plays a vital role in uniting the industry and setting standards for the European market.”
Key Findings from the Report:
Retail Media Adoption is Still Nascent
The report highlights that while Retail Media is a widely discussed topic, its adoption is still in the early stages. Only 50% of buyers have partnered with a retailer or Retail Media Network for more than one year.
Spend Diverted from Other Marketing Budgets
Half of buyers are reallocating funds from other marketing channels to retail media, particularly from linear TV and performance marketing budgets.
On-Site Opportunities Dominate Investment
Currently, most retail media investments focus on on-site opportunities, indicating potential growth in off-site and in-store advertising in the coming year.
Data Access and Point of Sale Reach Drive Investment
Nearly 90% of buyers are motivated by the access to retailer first-party data, and three-quarters of buyers are drawn by the opportunity to reach consumers at the point of sale.
Fragmentation and Lack of Standards Hinder Investment
Approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. Retailers also face challenges with operational elements and technological requirements.
Measurement Options and Audience Reach are Key Retail Media Network Evaluation Criteria
Around 75% of buyers consider measurement options and audience reach crucial when evaluating Retail Media Networks (RMNs) within the same category.
Jason Wescott, Chair of IAB Europe’s Retail Media Committee and Global Head of Commerce Solutions at GroupM said: “Market Intelligence is one of the foundational pillars of our Retail Media Committee work plan. Amidst the burgeoning interest in retail media, it is imperative we deliver a consistent and authoritative source of truth regarding the European market landscape. Our previous surveys have yielded invaluable insights, guiding critical committee decisions on project prioritisation, exemplified by the publication of our Retail Media Measurement Standards in April. I am delighted to support the release of our inaugural "Attitudes to Retail Media" report, which will unveil pivotal trends and growth opportunities across Europe. I am confident these findings will furnish our committee and members with indispensable strategic insights.”
Developing standards for Retail Media Advertising in Europe is a key focus for IAB Europe’s Retail Media Committee. This multi-stakeholder group brings together retailers alongside leading Retail Media businesses in Europe to advance and shape the future of this exciting digital advertising space. It has already produced valuable resources including pan-European definitions, the first-ever industry association-led Retailer Digital Advertising Capability Map, and a Retail Media Glossary. You can find these resources and more on IAB Europe’s Retail Media Hub here.
The full report can be downloaded from IAB Europe’s website here.
To find out more about IAB Europe’s Retail Media work and how you can get involved please contact IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett.
