Retail Media Impact Summit

Brief networking & coffee

Hosts:
Patricia Grundmann & Jason Wescott

Hosts:
Patricia Grundmann & Jason Wescott

Topic: Europe's Leapfrog Moment in Retail Media: The Opportunity to Lead

Speaker: Drew Cashmore, Retail Media Leader & Strategist

Retail media is still in its early innings. And that means leadership is still up for grabs.While other markets are wrestling with complexity—legacy stacks, siloed data, and retrofitted teams—Europe is in a uniquely powerful position. Not because it's catching up. But because it's building with clearer eyes.

The truth is, the global retail media market is hungry for a different kind of model. One that values simplicity over scale-for-scale’s-sake. Interoperability over individual walled gardens. A system that works for retailers and brands and customers, because it was designed that way from the start.

That’s Europe’s opportunity. What’s been built here already is strong—multi-market collaboration, strong trade organisations, retailer openness to shared infrastructure. The foundations are there. And if we make the right strategic moves now, Europe can leapfrog into global leadership. Not just in revenue—but in influence, model design, and measurement integrity.

Fireside Chat: The Live Retail Media Roundtable with Daniel Knapp and Drew Cashmore

Join Daniel Knapp, Chief Economist at IAB Europe, and Drew Cashmore, Retail Media Leader & Strategist for a 15-minute fireside chat on the retail media landscape. From macroeconomic trends to on-the-ground innovation, this live roundtable will explore what’s driving growth, where challenges remain, and how retailers and brands can unlock the full potential of retail media in Europe.

Located in the The Theatre Hall 

Breakout room De Studio: Chris Riegel, CEO, STRATACACHE

Breakout room De Foyer: Dan Sands, Regional Director, EMEA, Zitcha & Lisa Avery, Director of Customer Success EMEA, Zitcha

Breakout room Het Bankgeheim: Yara Daher, IAB Europe

Chris Riegel, CEO/Founder of STRATACACHE

Room: De Studio

One of the largest-ever studies of the impact of in-store digital signage (Vrije Universiteit Amsterdam and Babson College) has
uncovered empirical data that digital ads boost sales conversion. This session will delve into the current landscape of digital in-store media,
exploring why it often falls short of its full potential despite compelling independent data on its effectiveness. Grounded in work done by the IAB we
will discuss the existing challenges, particularly around measurement and capabilities, where digital in-store is often treated merely as an
extension of static advertising.

Through an interactive discussion, we will explore innovative approaches to monetisation, and the need for dynamic, data-driven messaging that goes
beyond simple time-based bookings. The session aims to identify the barriers to greater investment and adoption, whether they are related to
education, technology costs, or a lack of understanding regarding the nuanced capabilities available. Participants will collaborate to envision the "next frontier" for in-store retail media and discuss what the industry needs to do to get there, considering the diverse perspectives of retailers, advertisers and agencies.

Yara Daher, Retail Media Consultant, IAB Europe
Tami Harrigan, Vice President, Business Development, AppsFlyer Data Collaboration 

Room: Het Bankgeheim

As retailer first-party data becomes central to audience strategy and campaign measurement, Clean Rooms are gaining traction as essential tools for privacy-safe collaboration. Yet, confusion persists—from assumptions about universal measurement capabilities to misconceptions around data privacy.

In this interactive session, AppsFlyer will unpack five common myths surrounding Clean Rooms and reveal the critical questions every brand, retailer, and tech partner should ask before choosing a provider. Through live audience input and shared insights, we’ll co-create a practical Blueprint for Data Collaboration in Retail Media—designed to help the industry move from complexity to clarity.

Dan Sands, Regional Director, EMEA at Zitcha 

Lisa Avery, Director of Customer Success EMEA at Zitcha

Room: De Foyer

This session will spark strong debate: why do retailers still treat in-store, app, CTV, and eCommerce as separate channels? Zitcha will showcase how a unified, shopper-first approach delivers stronger results.

Notes: 

Coming Soon

Breakout room De Studio: Steve Lockwood & Adolpho Fernandez, TikTok

Breakout room De Foyer: IAB Europe + Showcase

Breakout room Het Bankgeheim: Daniel Knapp, IAB Europe

Josh Gray, Head of Global Commerce Product Strategy & Operations, TikTok

Steve Lockwood, Head of Client Measurement, Europe, TikTok

Room: De Studio

Scaling Outcomes in Retail Media

At this session, TikTok will explore the role of entertainment platforms in Retail Media. With a focus on the challenges of scale and attribution, join senior leaders from our global product and measurement teams as they explore and discuss the inter-tangled worlds of retail, media and content followed by a panel discussion with industry leaders from data integration platforms and leading European retailers.

Daniel Knapp, IAB Europe

Room: Bankgeheim

As Retail Media and Connected TV (CTV) continue to scale, their convergence is creating new opportunities for marketers. Retail and commerce media data are increasingly powering CTV strategies—enabling more precise targeting, closed-loop measurement, and omnichannel storytelling.

The session will feature exclusive insights from Daniel Knapp, IAB Europe’s Chief Economist, who will unpack the macro trends driving this convergence and offer a forward-looking view on its implications for advertisers, platforms, and retailers.

Audience engagement will be central to the workshop discussion. Participants will be invited to:

• Share perspectives on the future of Retail Media and CTV
• Contribute to content development through live polling and open discussion
• Help shape a short thought-leadership piece to be published by IAB Europe, capturing collective insights from the session

Breakout room De Studio: Paul Dahill, Koddi

Breakout room De Foyer: Yara Daher, IAB Europe

Breakout room Het Bankgeheim: IAB Europe + Case Studies from Retailers 

Paul Dahill, Managing Director, EMEA Sales, Koddi

Room: De Studio

Koddi presents new research exploring the current and future state of offsite retail media. From where media buyers are investing today to the barriers preventing broader adoption. This 50-minute session will unpack real insights into formats like CTV, podcast, and DOOH, along with persistent challenges such as transparency, measurement, and buying complexity. Framed around audience engagement, the session will invite live reactions to the findings and foster a discussion on what needs to happen next for offsite to truly deliver on its promise.

Intro from IAB Europe + Case studies by Retailers

Marie-Clare Puffett, Industry Development & Insights Director, IAB Europe

Christian Raveaux, Retail Media Connect, REWE

Barbara van Kaauwen, Lead Sales & Business Development Manager, DOUGLAS Marketing Solutions

Room: Bankgeheim

Sponsored products remain the largest and most established segment of retail media programs. This session will feature case studies that demonstrate how retailers are optimising sponsored product performance while also diversifying their ad product portfolios to drive incremental revenue and value for brands.

Yara Daher, Retail Media Consultant, IAB Europe

Collin Colburn, IAB US

Tom Ashby, WFA

Room: De Foyer

Trade marketing and digital media are no longer operating in silos—this session explores how these investment streams are converging, what it means for strategic planning, and how brands can harmonise both approaches for maximum impact. Featuring direct insights from advertisers via the WFA, we’ll unpack the evolving relationship between trade and media budgets and invite participants to share their own experiences and challenges.

This session is exclusively open to brands, agencies, and retailers.

Yara Daher, IAB Europe

Stanislas Lajouanie, VP Brands EU & LATAM, Liveramp

Collin Colburn, IAB US

Room: De Studio

With growing demand for robust, transparent measurement in retail media, incrementality has emerged as a critical metric for evaluating true campaign impact. In this session, we’ll review the forthcoming IAB Europe Incrementality Measurement Guidelines, set for public comment in September 2025, and invite open discussion on their scope, clarity, and applicability. The session will also feature a showcase presentation from LiveRamp.

Participants will:

• Gain early insight into the proposed framework and its implications for buy-side and sell-side stakeholders
• Share feedback to help refine the guidelines ahead of finalisation
• Explore the next phase of industry collaboration needed to operationalise incrementality at scale

Topic: Raising the Bar: Inside IAB Europe’s Retail Media Certification Programme

Speakers: TBC

Topic: Go far, go together

Speakers:

Lucy Cunningham, Head of Media and Propositions, EMEA & APAC, dunnhumby         

Emma Foley, Head of Strategic Planning, Tesco Media and Insights Platform 

Retail media will soon overtake TV in terms of advertising spend and potential. Retailers are in a fantastic position to take advantage of this opportunity and whilst many have started on their journey, it can be hard to navigate the complex ecosystem in order to scale without partnering. Join us to hear how others across the world including Tesco and JLP have been successful in building and launching retail media businesses and real life lessons in how to expand across channels in a customer centric way, the pitfalls to watch out for and how a collaborative approach can progress faster growth.

Speaker: Jeroen Wagenaar, Head of Country Sales, MediaMarktSaturn Retail Media

Notes: 

Coming Soon

Notes: 

Coming Soon