In this blog post, Andrei Baragan, CTO, Cedara, and IAB Europe’s Data Analyst & Sustainability Lead, Dimitris Beis, explore how the latest version of the Global Media Sustainability Framework (GMSF v1.2) marks a significant step forward in the advertising industry’s journey towards meaningful climate action.
Backed by a benchmarking study conducted by Cedara and leading media organisations, they highlight why data fidelity is essential for a sustainable media future.
As the issue of environmental sustainability matures in the advertising industry, the spotlight is increasingly shifting from intentions to implementation, especially when it comes to quantifying and reducing carbon emissions across the digital media supply chain. Transparent and robust carbon measurement is no longer optional; it is foundational to building a sustainable media ecosystem.
To meet this critical need, the newly released Global Media Sustainability Framework (GMSF) v1.2 provides a robust and standardised methodology for measuring carbon emissions in programmatic media. This version introduces a hierarchical approach to emissions data quality, explicitly prioritising contributed data—actual, supplier-provided metrics—as the gold standard for emissions reporting. By structuring the methodology around data fidelity, the GMSF empowers advertisers, publishers, and ad tech providers to make better-informed decisions that drive meaningful emissions reductions.
At the core of GMSF v1.2 is a clear and pragmatic data hierarchy that categorises the input data, i.e., the data required to obtain emissions figures using the GMSF, into levels. For example, the component of the GMSF methodology that addresses the volume of programmatic activity behind an impression features the following data levels:
This tiered model offers a scalable path for the industry to progress from relying on generalised assumptions towards creating a shared foundation for operational carbon reduction that is reliably quantified.
To assess the real-world impact of this data hierarchy, four leading media and advertising organisations: DPG Media, iq digital, GumGum, and Adnuntius partnered with Cedara to conduct a comprehensive benchmarking study. The goal was to quantify carbon emissions intensity (grams CO₂e per impression) across all three GMSF data tiers.
The results were both compelling and consistent. Across the board, the use of contributed data yielded dramatically lower emissions intensity figures compared to estimation-based methods.
| Company | Contributed Data | Ads.txt Proxy | Standard Defaults | Estimate Improvement* |
| Adnuntius | 0.10 g CO₂e | 0.47 g CO₂e | 0.79 g CO₂e | 4X+ |
| DPG Media | 0.13 g CO₂e | 0.43 g CO₂e | 0.82 g CO₂e | 3X+ |
| GumGum | 0.16 g CO₂e | 0.33 g CO₂e | 0.81 g CO₂e | 2X+ |
| iq digital | 0.09 g CO₂e | 0.45 g CO₂e | 0.77 g CO₂e | 5X+ |
* reduction in emissions estimate arising from using contributed data over the ads.txt proxy
These findings validate a central design principle of GMSF v1.2: the closer the data source is to the actual transaction, the more reliable, and often lower, the resulting emissions estimate will be. By enabling advertisers and publishers to move beyond proxies and defaults, contributed data offers a path toward more accountable, defensible, and climate-conscious media buying.
The implications of these results are profound. For brands under pressure to decarbonise their marketing operations, sourcing emissions figures based on contributed data is not just a technical preference; it’s a strategic imperative. Accurate emissions data empowers advertisers to prioritise lower-carbon inventory, influence partner selection, and drive competitive advantage through credible sustainability claims.
For publishers and ad tech platforms, the message is clear: transparency pays off. By enabling access to real data, they can better position themselves as low-emission media partners and strengthen trust with sustainability-minded buyers.
Furthermore, by standardising expectations around data fidelity, GMSF v1.2 lays the groundwork for a cleaner media supply chain, one where carbon is no longer an invisible cost of digital reach.
As media decarbonisation gains momentum, frameworks like GMSF v1.2 represent a critical leap forward in how the industry measures, manages, and ultimately reduces its environmental impact. The evidence from Cedara’s benchmarking study reinforces that data quality matters, and that contributed data is not just more accurate, it’s transformational.
For an industry long reliant on estimates and assumptions, the path to net zero now begins with real numbers. And the sooner stakeholders embrace them, the faster the media ecosystem can realise a more sustainable, transparent, and accountable future.
The benchmarking analysis examined one month of advertising data, focusing on the top 1,000 publishers by impression volume for each participating vendor. The study calculated Ad Selection emissions—encompassing both server processing and network transmission—using the three data levels defined in GMSF v1.2.
For contributed data calculations, actual bid logs provided precise bid volumes and request counts for the vendors, which were then extended to estimate rest of supply chain activity using GMSF multipliers.
The ads.txt proxy method applied standardised coefficients (1.412 for server emissions, 1.464 for network emissions) to the number of lines in each publisher's ads.txt file, with a default assumption of 3,000 lines where ads.txt files were unavailable.
To isolate the impact of data quality on Ad Selection emissions specifically, other emission components such as Creative Transmission and User Device were held constant across all three measurement approaches.
Following the release of our first exclusive Q&A with Dr. Daniel Knapp, where we unpacked the AdEx 2024 findings and broader market trends, we're excited to share the second instalment in our Interact 2025 speaker video series.
This time, we turn our attention to one of the hottest topics in digital advertising right now - Connected TV (CTV).
Recorded live at Interact 2025, Rebecca shares her expert insights into the current state of the CTV landscape, why it’s generating so much buzz, and what’s needed to overcome the challenges still holding it back.
From audience fragmentation and measurement hurdles to exciting innovation and increased investment, this candid conversation looks at where CTV is heading over the next 12 months and what brands, agencies, and publishers should be thinking about now.
Our Interact 2025 conference, held on 20th–21st May at nHow Brussels, brought together Europe’s digital advertising community for two days of big ideas and bold discussions.
Under the theme ‘Digital Skylight - Clarity and Purpose for 2025 and Beyond’, the event covered everything from policy and sustainability to programmatic, Retail Media, and more, all designed to equip the industry with the insights needed for the year ahead.
👉 Watch the event highlights here
👉 Catch up on our first Q&A with Dr. Daniel Knapp here
Stay tuned for more expert interviews from Interact 2025 in the coming weeks!
23rd July, 2025, Brussels, Belgium - As part of the European Commission's ongoing efforts to reduce regulatory burden and strengthen Europe’s digital competitiveness, IAB Europe has submitted written input on two key legislative initiatives: the GDPR Implementation Dialogue and the Review of the ePrivacy Directive.
These contributions reflect the industry’s commitment to constructive dialogue and effective regulation that protects fundamental rights while enabling innovation and growth in the European digital advertising sector.
IAB Europe advocates for a proportional, truly risk-based approach to enforcement and compliance under the GDPR. Our recommendations aim to:
Download our full input on the GDPR Implementation Dialogue here.
The ePrivacy framework must evolve to reflect the realities of today’s digital ecosystem. IAB Europe supports:
Download our position on the ePrivacy Directive Review here.
Our latest Attitudes to Retail Media Report was released last week. And it’s our most comprehensive look at the state of Retail Media across Europe yet.
Based on insights from over 180 industry professionals spanning 31 markets, the 2025 report captures perspectives from advertisers, agencies, retailers, and ad tech providers. It tracks how strategies are evolving, which areas are gaining traction, and where the biggest opportunities and barriers exist.
Retail Media has become one of the fastest-growing segments of digital advertising in Europe, but it’s not without its growing pains. This year’s findings show significant momentum in investment and innovation, but also highlight a need for greater standardisation, improved measurement, and cross-industry alignment.
Below, we explore the top five trends from the report, and how they set the stage for deeper, action-driven conversations at our upcoming Retail Media Impact Summit in Amsterdam this September.
1. Partnerships Are Getting Stronger & Broader
This shows that Retail Media is becoming an embedded part of long-term brand strategy, and that buyers are expanding their Retail Media mix.
2. On‑site Dominates, but Off‑site Is Gaining Momentum
As Retail Media matures, brands are increasingly activating it across the full customer journey, blending retailer data with broader media touchpoints.
3. Data & Emerging Channels Fuel Growth
Retail Media is becoming more integrated, data-driven, and omnichannel, with significant room to innovate.
4. Fragmentation & Lack of Standards Still Block Progress
Despite enthusiasm and investment, the sector is still navigating siloed approaches, complex tech stacks, and varying measurement frameworks.
5. Measurement and Transparency Are Essential
Marketers are demanding not just results, but a shared understanding of how those results are measured and communicated.
These findings set the stage. But now we need to turn them into tangible progress. That’s exactly the aim of our Retail Media Impact Summit on 24th September in Amsterdam:
No panels. No product pitches. Just real conversations and practical workshops led by the people driving the future of Retail Media.
Expect:
This Summit isn’t just a discussion. It’s your opportunity to help shape the future of Retail Media in Europe.
Move Retail Media beyond hype, toward standards, measurement, and collective impact. Together, we can drive the next chapter for Europe’s Retail Media ecosystem.
Find out more here and register now to secure your place.
Interact 2025 once again brought Europe’s digital advertising community together for two days of inspiration, insight, and interaction, and what an event it was!
Held on 20th-21st May 2025 at nHow in Brussels, our annual flagship conference welcomed industry leaders from across the ecosystem. Under the theme ‘Digital Skylight - Clarity and Purpose for 2025 and Beyond’, we explored the economic, societal, and industry forces shaping the future of digital advertising.
The event kicked off with a vibrant evening reception, setting the stage for a day filled with high-level keynotes, panels, interactive workshops, and masterclasses. From unveiling the latest AdEx Benchmark results to deep dives into policy, sustainability, and innovation, Interact 2025 provided attendees with the clarity and confidence needed to navigate a rapidly changing digital landscape.
View the event highlights here.
To keep the conversation going beyond the conference, we’re excited to launch a special series of exclusive Q&A videos with several of our expert speakers. Over the next month, we’ll be sharing their reflections on their sessions, behind-the-scenes insights, and forecasts on the key trends shaping digital advertising in 2025 and beyond.
First Up: Dr. Daniel Knapp, Chief Economist at IAB Europe
Fresh from the hotly anticipated release of our AdEx 2024 Report at Interact, we caught up with Daniel for his thoughts on the results.
From the market’s unexpected 16% growth (in constant currency terms) to the continued rise of Video, Social, and Retail Media, the conversation covers what’s driving change and where advertisers are heading next. We also touch on the resurgence of Programmatic, standout growth in emerging markets like Ukraine and Serbia, and what to expect in the next report.
Stay tuned for more expert insights coming your way in the weeks ahead!
Celebrating Future Proof Creativity in Digital Advertising
18th July, Brussels, Belgium - IAB Europe is thrilled to announce the launch of the 2025 MIXX Awards Europe, now open for entries under this year’s inspiring theme: Future Proof Creativity. As the digital advertising landscape continues to transform and push new frontiers, these awards recognise the campaigns that don’t just adapt, but lead, innovate, and set the course for what’s next.
Now in its 14th year, The MIXX Awards Europe remains the benchmark for excellence across the continent, showcasing campaigns that combine imagination with effectiveness across all channels, formats, and platforms. Under this year’s theme, Future Proof Creativity, we’re spotlighting the ideas and strategies that are built to last. Work that transcends trends, embraces new technologies, and connects with audiences in powerful, enduring ways.
"We’re not just rewarding what's popular now – we're spotlighting campaigns with the foresight and depth to inspire for years to come. These new categories are designed to better capture the complexity and creativity of modern digital marketing."
- Helen Mussard, Chief Marketing Officer, IAB Europe
In a bold move for its new edition, the MIXX Awards Europe - under the Direction of our Event Director Andrei Dragu and the team at GRF+ - has redefined its category structure to better reflect today’s dynamic digital ecosystem and tomorrow’s creative frontier.
With 28 categories, the 2025 MIXX Awards reflect the full scope of innovation shaping our industry. Whether you’re redefining user experiences through AI or immersive tech, building compelling content narratives, or delivering performance-driven results in high-growth areas like CTV, digital audio, or Retail Media, there’s a category to spotlight your success.
The awards are grouped across five core themes:
"We believe awards should not only reflect the present but shape the future. This year, we challenged ourselves to go beyond buzzwords. ‘Future-Proof Creativity’ is about recognising those who build emotional, format-breaking stories that will stand the test of time."
- Andrei Dragu, Event Director IAB MIXX Europe & Chief Integration Officer, GRF+
The early bird deadline for the awards is open until Thursday, 7th August, with the final deadline set for Thursday, 18th September. The 2025 winners will be announced at a virtual awards ceremony on Wednesday, 29th October. Hosted by IAB Europe, the ceremony will be live-streamed to ensure that anyone from across Europe can participate.
Why Enter the 2025 MIXX Awards Europe?
Winners of the awards are renowned in the industry for having delivered some of the most impactful and innovative work that Europe has ever seen. Here’s why you should enter:
Enter Now For Early Bird Discounts
Enter before the early bird deadline on Thursday, 7th August, to make the most of the discounted entry fee! You can find the entry notes here to help make sure your entry is on track. We also recommend entering your work into multiple categories to get maximum visibility for your project or campaign.
Find out more here.
Now exceeding €10bn in advertising spend* across Europe, the rapid rise of Retail Media is unlocking new opportunities for brands to engage with consumers. However, with this growth comes the need for greater consistency and clarity in measurement.
The recent ISBA x MediaSense study into the UK Retail Media ecosystem brings renewed focus to several challenges that stakeholders across the industry are actively working to address. Key areas highlighted in the study include:
IAB Europe recognises these challenges as opportunities for collaborative progress. In close partnership with its members and broader stakeholders, IAB Europe is leading a series of initiatives aimed at improving transparency, building trust, and enabling sustainable growth in the Retail Media ecosystem.
Current initiatives being shaped by IAB Europe and the industry include:
These collaborative efforts aim to create a more interoperable and trusted Retail Media landscape, one in which brands can make confident investment decisions, and retailers can compete based on the value of their solutions.
"The findings in our report give us a clear mandate from brands in the UK to continue our joint efforts with IAB Europe to educate the ecosystem on what constitutes sensible guardrails and standards within Retail Media”. Dan Larden, Head of Media at ISBA
For more information on IAB Europe’s role in facilitating Retail Media standards, visit our Retail Media hub and our Retail Media Certification Programme page. You can also reach out to our Industry Development & Insights Director, Marie-Clare Puffett, at puffett [at] iabeurope.eu.
The Retail & Commerce Media Committee is a multi-stakeholder group that brings together IAB Europe members to foster understanding, enable industry-wide initiatives, and co-develop standards in areas such as measurement and metrics. The Committee is open to all IAB Europe members. If you’re interested in participating, please contact Marie-Clare Puffett.
Notes:
*Data refers to On-Site Retail Media Advertising Spend
Share of Media Buyers Working with 4-6 Retail Media Networks (RMNs) More Than Doubled in 2025, Driven by First-Party Data and Shopping-Mindset Targeting.
15th July, 2025, Brussels, Belgium - IAB Europe, the leading European-level industry association for the digital advertising industry, has today released the second edition of its Attitudes to Retail Media Report, offering a comprehensive view of how Europe’s Retail Media landscape is developing. Drawing on insights from buy-side and sell-side stakeholders, the report highlights growing maturity, evolving investment strategies, and a shift towards performance-driven, omnichannel Retail Media.
The survey was developed by IAB Europe’s Retail & Commerce Media Committee. It received over 180 respondents from advertisers, agencies, and Retail Media Networks in 31 markets. The majority of respondents (75%+) manage annual advertising budgets of €1m or above, with half (48%) investing more than 41% in digital advertising. Many of the respondents were either Heads of Retail Media, Heads of Commerce, or Media Directors.
Marie-Clare Puffett, Industry Development & Insights Director at IAB Europe, commented:
“This year’s report confirms that Retail Media is no longer an emerging trend, but a strategic priority. As the ecosystem matures, we’re seeing a real need for shared standards, consistent measurement, and greater collaboration across stakeholders. Through our Retail Media Certification Programme and the work of our Committee, we’re committed to providing the guidance and tools the industry needs to grow effectively.”
The 2025 report highlights an advancing Retail Media ecosystem, with changing budget allocations and a more strategic approach to activation across buy and sell-side stakeholders. While fragmentation and lack of standardisation continue to pose challenges, momentum is being driven by first-party data activation and the growing importance of performance-based investment. ROAS remains the primary measurement metric, though brands are increasingly seeking more advanced methods such as incrementality. Future growth will hinge on further omnichannel integration, scalable standards, and unlocking true incrementality measurement.
Key Findings from the 2025 Report:
The latest findings point to a rapidly growing ecosystem, moving beyond on-site dominance into a more sophisticated, multi-channel discipline.
Retail Media Partnerships are Deepening and Diversifying
The percentage of buy-side stakeholders in retailer partnerships lasting more than a year rose from 50% to 63%. Meanwhile, the number of brands working with 4–6 networks more than doubled (10% to 24%).
On-site Retail Media Remains Dominant
Over 90% of buyers allocate at least 41% of their digital Retail Media spend to it. Off-site investment is on the rise, jumping from 30% to 46% of buyers allocating similar budgets, driven by growth in display and social formats. In-store digital screens are gaining interest but still see limited investment.
Growth Driven by Data and Emerging Channels
Buy-side growth is being fuelled by first-party data activation, point-of-sale reach, and the rise of emerging channels like CTV, Audio, and OOH. On the sell-side, motivations such as additional revenue, strategic alignment, and competitive advantage are gaining ground.
Fragmentation and Lack of Standards Hinder Growth
While concerns around data access and technology have eased, network fragmentation (51%) and lack of standardisation (53%) remain the most significant barriers to Retail Media growth.
Measurement and Transparency Take Centre Stage
Buyers prioritise transparency (82%), performance (76%), and measurement options (75%) when evaluating Retail Media partners, with Return on Ad Spend (ROAS) emerging as the most in-demand metric (88%).
Jason Wescott, Global Head of Commerce Solutions, WPP Media & Chair of IAB Europe’s Retail & Commerce Media Committee added, “This report highlights the key drivers powering Retail Media’s momentum, particularly the activation of first-party data and the growing influence of point-of-sale. While challenges like network fragmentation and lack of standardisation remain, it’s promising to see concerns around data access and technology starting to ease.
This report is more than a snapshot of market sentiment - it serves as a strategic roadmap. It reinforces the urgent need for industry-wide standards, advanced measurement capabilities, and ongoing upskilling to help realise Retail Media’s full potential across Europe.”
Addressing Industry Needs
Developing robust, industry-wide standards and guidelines for Retail & Commerce Media remains a top priority for IAB Europe’s Retail & Commerce Media Committee. Having established core measurement standards for on and off-site retail media, we are now focused on advancing the incrementality measurement landscape and streamlining the ad formats and creatives used across Retail Media Networks (RMNs). In addition to producing foundational resources, Retail & Commerce Media Definitions and a continually updated Retailer Digital Advertising Capability Map, we are actively advancing our Retail Media Certification Programme - an initiative designed to promote consistent, high-quality practices across the ecosystem, supporting trust, transparency, and operational excellence for all market participants.
You can find all of our resources and more information on our certification programme on our Retail Media Hub here.
The full report can be downloaded from IAB Europe’s website here.
To find out more about our Retail Media work and how you can get involved, please get in touch with IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, at puffett@iabeurope.eu.
BRUSSELS, Belgium, 14th June 2025 – IAB Europe, together with a broad coalition of advertising industry associations, has called on the European Commission to recognise that the existing legal framework governing digital advertising already addresses the consumer protection concerns underpinning the upcoming Digital Fairness Act (DFA).
In a joint letter to Executive Vice-President Henna Virkkunen and Commissioner Michael McGrath, IAB Europe and National Federations, including Alliance Digitale, BVDW, IAB Ireland, IAB Portugal, IAB Poland, IAB Slovakia, IAB Spain, IAB Sweden and, and National Advertisers’ Associations, including the Portuguese APAN and the German OWM, welcomed the Commission’s commitment to strengthening consumer protection. However, they raised serious concerns that the DFA process appears to be extending into areas already comprehensively covered by the Unfair Commercial Practices Directive (UCPD), Digital Services Act (DSA), and General Data Protection Regulation (GDPR).
The letter warns that layering new rules on top of existing frameworks would confuse companies, regulators, and consumers alike - undermining legal clarity, increasing compliance burdens, and contradicting the EU’s objective of simplification.
The signatories emphasised that digital advertising is already one of the most heavily regulated sectors in the EU. Many of the topics reportedly under consideration for the DFA, including personalised advertising, consent requirements, dark patterns, and influencer marketing, are already subject to robust regulation under the GDPR, ePrivacy Directive, DSA, UCPD, and AI Act, as well as sector-specific rules at both EU and national levels.
Before introducing any new measures, IAB Europe and its co-signatories urge the Commission to:
The industry remains committed to constructive engagement to address any proven gaps. However, there is a need to first provide clear evidence that additional regulation is necessary, rather than duplicating the EU’s already extensive digital rulebook.
The full text of the letter can be found here. For further information, please contact Ines Talavera, Public Policy Manager, IAB Europe - talavera [at] iabeurope.eu, or Lauren Wakefield, IAB Europe - wakefield [at] iabeurope.eu.
Our inaugural Retail Media Impact Summit is set to bring together 150 senior decision‑makers on the 24th September! From leading retailers and brands to cutting‑edge ad tech and market influencers, there will be a full day of insights, collaboration, and innovation. Held at the historic Tobacco Theatre in Amsterdam and organised in partnership with VIA, the Netherlands’ national media trade association, this summit reflects the region’s reputation for strong partnerships, data‑driven retail innovation, and open standards.
1. Incrementality Measurement - Attendees will gather to review our upcoming Incrementality Measurement Guidelines and what else is needed to advance this space.
2. Retailer First‑Party Data & Clean Rooms - Participants will discuss key features for an industry whitepaper, tackle challenges in off‑site data collaboration, and discuss the future of first-party data and clean rooms.
3. Evolution of On‑Site Opportunities - This session will explore case studies from retailers to identify common themes and best practices.
4. The Duo Effect – Retail Media & CTV - The expansion of Retail Media closely parallels the growth of CTV. Led by our Chief Economist, Daniel Knapp, this interactive workshop will explore the interconnection between these mediums, along with the opportunities and challenges they present.
5. Evolution of Industry Standards for Commerce Media - The rise of Commerce Media necessitates a clear understanding of its distinctions from Retail Media. In this round table, Commerce Media players will discuss the evolution of measurement standards for Commerce Media platforms.
6. Digital In‑Store Buying and Measurement - Finally, this session will examine how changing buying models (programmatic vs. direct) impact Retail Media growth. Participants will explore audience creation and activation in-store across various formats, and advanced strategies for leveraging digital screens through dynamic content, precise scheduling, and integrated data.
More agenda highlights and session details will be announced soon - stay tuned!
Our Summit brings together a stellar lineup of industry pioneers and thought leaders who are shaping the future of Retail Media in Europe and beyond. You’ll hear experts including:
Keep your eyes peeled for more speakers to be revealed soon!
Attendees will experience a mix of plenary and intimate workshop formats:
Between sessions, participants have the opportunity to connect during networking breaks and lunch, as well as at our evening networking dinner that will bring the day to a close.
The day has been curated to maximise peer‑to‑peer learning, insight exchange, and forging cross‑sector partnerships.
As on-site Retail Media spend in Europe topped €10 billion in 2024 and is poised for continued double‑digit growth, common measurement frameworks and standards are critical to scale responsibly. Whether it’s standardising ad formats, incrementality measurement, or clear commerce vs. retail definitions, the future success of Retail Media depends on collaboration. And Amsterdam provides the perfect setting to drive progress.
Still haven't secured your place? Register today!
Artificial Intelligence continues to reshape the digital advertising landscape, unlocking new opportunities, raising fresh challenges, and sparking important conversations across the industry. At IAB Europe, we’re keeping our finger on the pulse through our AI Working Group, and we’re excited to share some of the latest developments, resources, and ways to get involved.
Our latest whitepaper, Artificial Intelligence and Europe’s Digital Advertising Frontier: Growth, Guardrails & the Policy Blueprint, offers a deep dive into how AI is transforming digital advertising in Europe. From smarter campaigns and operational efficiency to ethical deployment and policy considerations, the paper maps the road ahead for AI innovation in our industry.
Highlights include:
We're currently running a new AI survey to better understand how different parts of the digital advertising ecosystem are experimenting with and implementing AI tools, from predictive modelling to generative applications.
If you're an advertiser, agency, ad tech provider, or publisher, we want to hear from you!
🕒 It only takes 5–10 minutes to complete
🌍 Available in multiple languages
📅 Deadline: Friday, 15th August
Catch up on the first edition of our IAB Europe Explores series, where we speak with Microsoft Advertising about the real-world application of AI in digital advertising. Learn how platforms and brands are using generative and predictive AI, and explore what responsible implementation looks like.
If you're passionate about the future of artificial intelligence in digital advertising, why not get directly involved?
Our AI Working Group (part of the broader Advertising & Media Committee) brings together experts from across the ecosystem to:
Whether you're just starting to explore AI or you're leading your organisation’s strategy, your voice is welcome. Learn more about the committee's plans, or reach out to our AI Working Group Lead, Dimitris Beis, at beis [at] iabeurope.eu to express your interest in joining.
Stay tuned for more AI resources coming soon!
Retail Media Networks (RMNs) are revolutionising how trade, merchandising, and marketing collaborate to drive sales, shopper engagement, and brand objectives. In this blog, members of our Retail & Commerce Media Committee explore the key challenges businesses face when aligning these functions and how RMNs provide the missing link.
A big thank you to the following contributors for sharing their thoughts:
Dominik Elias, Product Marketing Manager, Zitcha
Esme Robinson, Director Global Platform Solutions and Enablement, Epsilon
Jason Wescott, Global Head of Commerce Solutions, WPP Media & Chair of IAB Europe's Retail & Commerce Media Committee
Dominik - “One of the biggest issues is that a retailer’s trade and marketing teams don’t always speak the same language. One is focused on moving stock, driving sell-thru, and hitting revenue and margin targets, while the other is often about driving customer traffic, engagement, and conversion across channels. Both are important, and in service of driving sales, but when the teams aren’t working from the same plan, it’s easy for plans and executions to feel fragmented. Retail Media should be the bridge, but that can only happen if it’s planned together from the start. As with so many things, the challenge isn’t the tech, it’s the culture and ways of working. Helping both sides to see clearly how they’re trying to solve the same problem, from different angles, is a major unlock for brands that just want all of the above.
Esme - “As well as organisational culture and ways of working, data and insights provide both teams with the crucial information they require to connect the dots. By sharing data from both parts of the business, the trade team gains better insight into the impact of channels further from the point-of-sale, while the marketing team benefits from the granular sales data, especially for in-store, that the trade team typically relies on. Aligning this will give both teams a common language to understand strategy and impact, even when there are different approaches. Working with the right tech or partners can help with this, centralising data and measurement.
Jason - “One of the biggest challenges in aligning trade and marketing is the shifting power dynamic between brands and retailers. Traditionally, retailers held all the cards as buyers of products (stock), with brands using trade marketing spend to secure distribution and visibility. It’s been a case of “pay to play,” but with little control over how those funds are used.
RMNs have changed this. Now, retailers aren’t just buyers, they’re also sellers of media products. This flips the script, putting brands in the buyer’s seat. Crucially, Retail Media allows brands to retain control over their messaging and targeting, rather than handing everything (budget & execution) over to the retailer. This means brands can focus on building their own identity while still leveraging the retailer’s audience and data.
The challenge is balancing these two dynamics. Brands still need to maintain strong trade relationships to secure distribution, but they now have the opportunity to approach Retail Media as a strategic investment - one that delivers transparency, measurable results, and better alignment with their overall marketing goals.”
Dominik - ”Retail Media is one of the few places where trade and brand money can actually work together and deliver value that both sides can see. If done well, it gives brands a way to turn their trade terms into actual visibility, not just discounts. And for retailers, it opens up new margin opportunities without touching the shelf price. The best RMNs make it easy for merchants and marketers to plan together. Same data, same objectives. The magic happens when we stop thinking of trade and brand as separate pots and start treating them as one, connected investment.
Esme - “Bringing the teams, budgets, data, and measurement together will result in a better outcome. Where there has maybe been separation traditionally, there’s been a view that the different parts of the business are achieving different goals, but by collaborating across every aspect from media planning, promotions, targeting, measurement and insights, both teams have a more comprehensive, holistic view that can achieve the best outcome overall, across the funnel and channels and creating a better user experience which will result in better returns for the retailers and brands.
Jason - “RMNs are putting brands back in control by giving them access to the one thing they’ve always lacked in trade marketing: data. In the past, investing in trade spend often felt like handing over a blank cheque, with little visibility into what worked. Now, RMNs provide brands with real-time shopper insights and measurable results. It’s like switching from driving blindfolded to having a sat nav - brands can finally see where their money is going and adjust course to maximise impact.
Another huge opportunity is the range of marketing tactics Retail Media offers. It’s not just about pushing shoppers to buy; it’s about building connections at every stage of the journey. Whether it’s running video ads to boost awareness or using interactive formats to drive engagement, Retail Media lets brands go beyond pure sales-driving tactics. For example, instead of relying solely on discounts to move products, a brand can use storytelling ads to build loyalty and consideration while still targeting the right audience.
The bottom line? RMNs let brands take back control - not just of their budgets, but of their strategy. They’re no longer stuck playing by the retailer’s rules; they can now align investments with their own goals by creating campaigns that deliver both short-term wins and long-term growth.”
Dominik - “It’s always helpful to start with a shared outcome like growing a category vs just “getting clicks.” A key unlock here is to build Retail Media into joint business plans early in the merchandise buying and planning process. This avoids having Retail Media show up as a tacked-on media buy and enables shared business goals across brand, trade, and marketing efforts to deliver the most important business outcome collaboratively. To do this, it’s helpful to use tech that’s built for how retail teams actually work. For example, including Retail Media budgets in the annual planning process, where terms of trade are often negotiated and funding pools are established, or providing real-time visibility and shared reporting of in-market activities. But honestly, one of the biggest shifts is trust. You need to show all three teams –trade, marketing, and of course the brand – that their investment is working. It’s also important that trade teams see Retail Media as a mechanism to help them protect margin - for example, by investing in Retail Media, they can often avoid going too deep with margin-killing discounts by instead driving sell-through in a much more efficient way.”
Esme - ”It’s about bringing together everything we’ve already discussed – having at least some members of the organisation be part of a unified team that can help with joint planning and aligning strategies. Having better budget allocation/unification is helpful, so it doesn’t feel like there are competing requests or unexpected demand on budgets. As of 2024, in the IAB Europe Attitudes to Retail Media Report, only 16% of retailers’ Retail Media teams were integrated into an existing trade sales team. This lack of unification will be felt by customers and brands alike, and bringing them together avoids disjointed experiences. This unified team can use common technologies for planning, activation, and reporting to maintain that alignment.”
Jason - “There are numerous effective strategies/tactics to use for this. But initially, aligning KPIs across trade and marketing is key to maximising ROI. Too often, these teams work in silos, with trade chasing distribution, and marketing focusing on impressions. This leads to misaligned efforts. Shared KPIs, like sales lift or customer acquisition, ensure both teams are working toward the same goals, even if they are just linked to their own specific KPIs, at first (i.e., the impact of increased distribution on customer acquisition).
When trade and marketing align, collaboration improves. For example, if a Retail Media campaign performs well, trade can use that insight to negotiate better retailer support. Clear, shared metrics keep everyone focused and make every euro spent work harder.”
Dominik - “Data is what connects the dots. Both teams need to know what’s selling, what’s not, and that any brand investments are driving results. When Retail Media tools surface real-time sales performance, down to a SKU or a store level, both teams are able to look at the same picture and better partner with brands to drive stronger commercial outcomes. And it’s not just about dashboards. It’s about putting that data in the right format, using the right language. Category performance for the merchant, media metrics for the marketer, and helping both sides make smarter, faster decisions.
Esme - “Data is fundamental to a strategy that can truly prove value both internally and for brands. Better data means better shopper insights that can power personalised targeting at scale. Better data means unifying measurement across any strategy, both on-site and in-store, and being able to isolate impact. Better data means real-time changes aligned with broader strategic periods to capitalise on important moments both at an individual customer level and for the retailer and brand. And better data means there can be a single source of truth, so even if there are organisational silos, the data can speak for itself and prove whether strategies are providing real value, both gross and margin and enabling everyone to keep the customer first and produce customer-centric tactics.”
Jason - “Data has revolutionised marketing, making it far more precise and effective, especially when there is alignment between trade and brand. RMNs use first-party shopper data to target the right customer, at the right time, with the right message. Instead of broad trade promotions, brands can now tailor campaigns to specific segments, like high-intent buyers or lapsed customers, to maximise relevance and results.
For example, a brand could promote premium products to high-value shoppers whilst advertising to deal-seekers during a trade-driven price promotion. This level of segmentation (with trade alignment) ensures budgets work harder, delivering smarter, and sharper strategies that truly resonate with audiences.”
Dominik - “At Zitcha, we recently supported a health retailer navigating a price war with a major competitor. Dropping prices to match would have slashed margins, so instead, the retailer used Retail Media to boost visibility of the higher-priced product, funded by brand investments. The omnichannel campaign ran sponsored placements on their site, across social channels offsite, and throughout digital signage in their stores. All of this was coordinated via a shared plan, and as a result, price and margin integrity were preserved, the product sold through, both the trade and brand teams met their goals, and the brand partner was able to see the power of their omnichannel investment drive their own commercial outcomes. This type of omnichannel orchestration, aligned with a single retail strategy, is where RMNs can really excel.”
Esme - “Currys Tech Hunters partnered with Epsilon to make its first-party data addressable, enriching it with contextual and buyer insights to identify signals of in-market behaviour. This enabled Currys to run Retail Media campaigns on behalf of brands and, through Epsilon’s integration of online and in-store data, measure campaign performance across channels, revealing that 26% of tracked purchases for a specific home appliances brand took place in Currys stores. This enabled all parts of the business to plan and measure the impact of this kind of campaign and inform future strategies.”
Jason - “WPP Media partnered with Tesco in the UK to create an omnichannel journey, enhanced by data, for a well-known confectionery brand. This campaign combined off-site media, on-site (tesco.com), store merchandising (including store-wraps and in-store banners), plus promotional messaging at the physical shelf. This helped boost and connect the mental and physical availability of the brand, from sofa to store, resulting in a +40% YoY sales boost and an iROAS of more than £3. This is a great example of results that can be driven when marketing and trade work together.”
IAB Europe’s Retail & Commerce Media Committee is at the forefront of the Retail Media industry. Members are driving Retail Media growth and shaping the landscape by:
All of the work of the Committee can be found in our Retail Media Hub here.
Find out more about getting involved by contacting Marie-Clare Puffett - puffett [at] iabeurope.eu.
