7th October 2026 | Felix Meritis, Amsterdam
What a day! On 7th October, IAB Europe welcomed over 200 industry leaders to Amsterdam for the sold-out second edition of the Retail Media Impact Summit, organised in collaboration with VIA.
Under the theme Beyond the Boom: The Next Chapter of Retail Media Growth, the Summit brought together leading retailers, brands, agencies and technology partners from across Europe for a day of insights, practical discussions, collaboration and networking.
From measurement, effectiveness and industry standards to AI, agentic commerce and emerging growth opportunities, the packed programme explored the priorities and challenges facing Retail and Commerce Media as the industry looks towards its next phase of growth.
Beyond the stage, interactive workshops and networking opportunities provided a valuable space for attendees to exchange ideas, build relationships and connect with peers from across the ecosystem.
A huge thank you to our speakers, moderators, sponsors, partners and everyone who joined us, and a special thank you to VIA for collaborating with us once again and helping make this year's Summit such a success.
Missed the Summit or want to revisit some of the key moments?
Read our 2026 Summit wrap-up blog for the key discussions and highlights from the day.
We're already looking forward to bringing the industry together again for the next edition of the Retail Media Impact Summit!
Interested in partnering with us in 2027? Fill in our partnership form, and we'll be in touch.
In Collaboration with VIA
The Retail Media Impact Summit 2026 was proudly organised in collaboration with VIA, the national trade association for the marketing and media industry in the Netherlands and a valued member of IAB Europe. VIA’s local expertise and deep industry connections brought essential insights to the event, helping to shape a truly impactful and regionally grounded experience in Amsterdam.
Networking & Coffee
POWERED BY EMPATHY LAB
Brief networking & coffee
Hosts: Jason Wescott, Global Head of Commerce Solutions, WPP Media
Deli Bom, Retail Media Expert
Located in the Concertzaal
Hosts:
Jason Wescott
Daniel Knapp, Chief Economist, IAB Europe
Title: Revealing New Insights That Lift the Hood on Retail Media Performance
Located in the Concertzaal
Speaker: Daniel Knapp, Chief Economist, IAB Europe
Title: Revealing New Insights That Lift the Hood on Retail Media Performance
Sponsored products remain the commercial backbone of retail media, yet their performance, maturity, and monetisation vary widely across Europe. This keynote unveils new, not-seen-before data showing how effectively European retailers are capitalising on their sponsored product inventory today—spotlighting the gaps, the growth levers, and the structural differences shaping outcomes across markets.
Speakers: Jenn Vojta, Digital Transformation & Media Director Northern Europe, Colgate-Palmolive
Janina Siegert, Head of Media Strategy, VML
Title: Proof Over Promises
Located in the Concertzaal
Topic: Proof Over Promises
Speakers:
Jenn Votja, Digital Transformation & Media Director Northern Europe, Colgate-Palmolive
Janina Siegert, Head of Media Strategy, VML
Speakers: Gadiza Saaidi, Retail Media Lead,Unilever; Rishika Choumal, Global Retail Media Lead, Henkel and Olya Dyachuk, Global Connections Director, Heineken
Moderated by: Jason Wescott, Global Head of Commerce Solutions, WPP Media
Title: The Brand Perspective: What Drives Value for Advertisers in Retail Media
Located in the Concertzaal
Panel: The Brand Perspective: What Drive Value for Advertisers in Retail Media
Speakers:
Hosted by: Jason Wescott, Global Head of Commerce Solutions, WPP Media
Located in the Concertzaal
A high‑impact conversation with leading global brands, moderated by retail media authority Colin Lewis, exploring how retail media and commerce media are reshaping brand growth. The panel will unpack where the real value lies today—from data‑driven audience insight to closed‑loop measurement—and what brands must do to win in the world’s fastest‑growing advertising channel.
Speaker: Emma Helsloot, Co-founder of Women in Commerce Media
Host: Jason Wescott, Global Head of Commerce Solutions, WPP Media
Deli Bom, Retail Media Expert
Located in the Concertzaal
Located in the Shaffyzaal
2nd floor
Located in the Shaffyzaal
Speaker: James Taylor, Particular Audience
Host: Marie-Clare Puffett, IAB Europe
Description: An interactive topic by topic briefing with active audience participation and polling throughout. This is the best place to get a live view of AI adoption in Retail Media.
Notes:
Coming Soon
Speaker: Paul Dahill, Koddi
Host: Irina Schmitz, BVDW
Description: Agentic commerce has quickly become one of the most talked-about topics in retail and commerce media. But beyond the hype, what will actually change for retailers, brands, and consumers over the next few years? In this interactive session, Koddi will explore the latest research on agentic commerce and challenge some of the industry's biggest assumptions.
Together with the audience, we’ll examine where AI-driven commerce can create real value, where expectations may be running ahead of reality, and what practical opportunities exist today. Through debate, discussion, and real-world examples, attendees will leave with a clearer view of what’s next and what’s worth prioritizing now.
Speakers: Tom Rainer, Debenhams and Andreas Preuer, Mirakl Ads
Host: Deli Bom, Retail Media Expert
Description:
Debenhams is one of the UK's largest and most iconic department store retailers, with a long-standing high street heritage that has evolved into a fast-growing digital marketplace spanning fashion, beauty, home, and lifestyle categories. As the business has scaled its online marketplace model, retail media has become a key growth engine, creating new revenue streams while delivering measurable value to brand partners and customers alike.
In this session, Debenhams shares how it built and scaled its retail media flywheel. Joined by showcase sponsor Mirakl Ads, this fireside chat will explore the strategic decisions behind Debenhams' retail media growth, the operational and technical foundations that made it possible, and the lessons learned along the way, including their future strategies for growth. The session closes with open audience participation, digging into the practical realities, opportunities, and challenges of extending retail media beyond the retailer's own site.
Retail media's first decade was built almost entirely on endemic demand, but that model is hitting a structural ceiling. As endemic brand spending saturates, retail media networks are increasingly courting non-endemic advertisers; brands with no direct connection to what's on the shelf.
IAB Europe's upcoming Guide to Endemic, Near-Endemic and Non-Endemic in Retail & Commerce Media defines this emerging space and grounds it in real-world examples. This session brings one of those examples to life: Opel's campaign with MediaMarkt Saturn, exploring what made a non-endemic partnership work for the brand, the shopper and the retailer alike.
Speaker: Pat Copeland, Moloco Commerce Media and Alexander Lock-Achilleos, Moloco
Host: Yara Daher, Retail Media Consultant, IAB Europe
Description: Most commerce media teams already track ad revenue, ROAS, and fill rate, but these are lagging indicators. They tell you what happened last quarter, not how healthy your ads engine actually is or where the next gains will come from.
This session introduces A2G (Ads Spend to Gross Merchandise Value) as the leading indicator that connects ad performance directly to core commerce health. Drawing on patterns observed across verticals and geographies, the audience will gain insight into why most platforms operate at or below 0.5% A2G despite having the potential to reach 2%+, and why that gap represents a step change in high-margin revenue, not an incremental one.
This is a thought-leadership session, not a product pitch: the goal is for every attendee to leave knowing whether they can answer "what's our A2G today?" — and wanting to find out if they can't.
Notes:
Coming Soon
Speaker: Lisa Avery, Zitcha
Host: Yara Daher, IAB Europe
Description: Retail media is one of retail’s fastest-growing profit engines, yet many merchants and commercial teams remain unconvinced of its value. If media is driving incremental growth, why isn’t it more consistently influencing merchandising, commercial planning, and forecasting?
This interactive workshop explores how retailers can connect media investment to wider business outcomes - from sell-through and inventory movement to category growth and profitability. Using real-world examples, participants will explore how richer commercial insights can shape media and merchandising decisions.
Speakers: Anais CONSTANS, Fnac Darty
Julien Mateos, Equativ
Host: Rebecca Sentance, Retail Media Age
Description:
Retail media is expanding well beyond the retailer's own site — and shoppable ads are proving to be one of the most effective ways to extend that performance off-site. In this session, showcase sponsor Equativ will share a case study with Retailink on how off-site audience extension campaigns, powered by shoppable ad formats, are driving measurable performance beyond traditional awareness metrics.
Following the case study, we'll open the floor for a live Q&A, digging into the real-world value and challenges of off-site retail media campaigns — from measurement and attribution to scaling audience extension across the open web.
Speakers:
Moderator & Host: John Still, Head Of Content, Exchange Wire
Description:
Retailer data holds intrinsic value because it sits closest to the point of purchase — but that value only becomes real when it's translated into actionable insight on the shopper journey. This session brings together a panel of three European retailers to offer a genuinely pan-European view on retail media data maturity, brought to life through interactive audience participation.
Presented in partnership with showcase sponsor LiveRamp.
Located in the Shaffyzaal
2nd Floor
Speaker: Bram Van Asperen, Senior Commercial Manager - Advertising, Booking.com
Hosted by: Yara Daher, IAB Europe
Title: Travel as Media: New Standards, New Growth Engine
Located in the Concertzaal
Topic: Travel as Media: New Standards, New Growth Engine
Speaker: Bran Van Asperen, Booking.com
Hosted by: Yara Daher, IAB Europe
Retail media is one of retail’s fastest-growing profit engines, yet many merchants and commercial teams remain unconvinced of its value. If media is driving incremental growth, why isn’t it more consistently influencing merchandising, commercial planning, and forecasting?
This interactive workshop explores how retailers can connect media investment to wider business outcomes - from sell-through and inventory movement to category growth and profitability. Using real-world examples, participants will explore how richer commercial insights can shape media and merchandising decisions.
Speakers:
Moderator: Marie-Clare Puffett, Senior Director Industry Development & Marketing, IAB Europe
Title: Beyond the Framework: Lessons from the First Certified Retail Media Businesses
Located in the Concertzaal
Topic: Beyond the Framework: Lessons from the First Certified Retail Media Businesses
Moderator: Marie-Clare Puffett, Senior Director Industry Development & Marketing, IAB Europe
This panel turns the lens from IAB Europe’s Retail Media Certification framework to the businesses living it. We bring together certified businesses and the independent auditors who apply the standard, for an honest conversation about what changes on the inside when you pursue certification. What did it take operationally to meet the standard? Where were the hardest gaps to close? And as advertisers and agencies grow more demanding about how retail media measurement holds up to scrutiny, is certification becoming the thing they point to, or is that pull still forming? Expect candid, practitioner-led insight into the real work behind the standard, and where the bar should move next.
Host: Jason Wescott, Global Head of Commerce Solutions, WPP Media
Deli Bom, Retail Media Expert
Located in the Concertzaal
Located in the Shaffyzaal
2nd Floor
Notes:
Coming Soon
Patricia
Grundmann
Jason
Wescott
Deli
Bom
Anais
Constans
Andrew
Connell
Andreas
Preuer
Alex
Lock-Achilleos
Bram
van Asperen
Christian
Raveaux
Lieke
Buisman
Lisa
Avery
Max
de Jong
Marie-Clare
Puffett
Michael
Nederlof
Olivier
Daufresne
Olya
Dyachuk
Paul
Dahill
Pat
Copeland
Rishika
Choumal
Rebecca
Sentance
Rob
Yule
Stanislas
Lajouanie
Tom
Rainer
Yara
Daher
*BTW number (belasting over de waarde) or VAT number is the Dutch equivalent of the Tax Identification Number
If you're a member of IAB Europe, you are eligible for discounted tickets. Please reach out to the team at communication@iabeurope.eu for more information.
Tickets will include access to the full-day conference on 7th October, along with networking drinks at the end of the event.
Felix Meritis (Address: Keizersgracht 324, 1016 EZ Amsterdam, Netherlands)
On 7th October 2026 join us at Felix Meritis, a striking venue in the heart of Amsterdam that is the European center for art, culture & science based in an 18th-century building with oval concert hall.
Felix Meritis, an icon on the Keizersgracht, was established in 1777 as a society of entrepreneurs, scientists, artists, and philosophers. With seven magnificent halls, including the impressive Concertzaal and the renowned Shaffyzaal with balcony and foyer. The stately Zuilenzaal is perfect for conferences, symposia, and product presentations, offering a splendid view over the canal. Other halls include the Teekenzaal, Husly Lounge and Koepelzaal. The decor pays homage to its illustrious past, while the facilities are state-of-the-art for the 21st century. Felix Meritis is ready to provide a dynamic and contemporary setting for extraordinary congresses and events. Come and discover what we have to offer!
Discover more about the venue here.
Address: Keizersgracht 324, 1016 EZ Amsterdam, Netherlands
Take a direct train from Schiphol Airport to Amsterdam Central Station (trains run frequently, approx. 15–20 minutes).
From Amsterdam Central Station:
Alternatively, from Central Station you can walk to the venue in approximately 25–30 minutes via Dam Square and the canal belt.
Taxis and rideshare services (such as Uber) are available directly outside the airport arrivals hall and can drop you off at the venue entrance.
Venue Address:
Felix Meritis
Keizersgracht 324
1016 EZ Amsterdam
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Amy Mazzola, Marketing & Events Director at mazzola (at) iabeurope.eu
Lauren Wakefield, Marketing & Communications Director at wakefield (at) iabeurope.eu
