From the continued rise of Retail Media and Connected TV (CTV) to the industry-wide shift towards addressable solutions, Europe’s digital advertising ecosystem is changing rapidly. As new technologies, capabilities, and solutions emerge, buyers and industry stakeholders are increasingly looking for greater transparency and easier ways to navigate a growing and often fragmented market.
To help address this need, we have launched three new and updated interactive industry maps focused on some of the most important growth areas in digital advertising today: Addressability & Measurement, Connected TV, and Retail Media.
Designed to support education, collaboration, and industry transparency, the maps provide a centralised view of participating companies, capabilities, and solutions across the European ecosystem.
The digital advertising identity landscape is becoming increasingly difficult to navigate. Regulatory fragmentation across Europe, differing levels of market maturity, and the rapid emergence of both ID-based and ID-less approaches are creating a complex and often inconsistent environment.
As a result, advertisers and publishers are facing growing challenges in understanding which solutions apply to which use cases and how different approaches fit together across the advertising value chain.
Against this backdrop, our Addressability & Measurement Solution Map provides a much-needed, comprehensive view of the solutions available across the full spectrum of digital advertising use cases, from planning and activation through to optimisation and infrastructure.
Developed by our Addressability & Measurement Working Group, the map also establishes clear definitions for each use case, helping provide the industry with a shared reference point and common understanding of the landscape.
View the Addressability & Measurement Solution Map here.
CTV continues to experience rapid growth across Europe, creating new opportunities for advertisers, broadcasters, publishers, and technology providers. However, as the market expands, understanding the range of capabilities, partners, and services available across the ecosystem has become increasingly complex.
To support industry stakeholders navigating this fast-growing space, we have also launched a new interactive CTV Advertising Capability Map.
Developed by our CTV Working Group, the map provides an interactive overview of the CTV media owners operating across the European market and the capabilities they offer, including ad formats, measurement and targeting.
It helps stakeholders to understand the developing CTV market, including the technologies, services, and advertising capabilities available across Europe.
View the CTV Advertising Capability Map here.
Retail and Commerce Media continue to be one of the fastest-growing areas of digital advertising, with investment in Europe projected to reach €29 billion by 2028.
As retailers and Retail Media Networks (RMNs) continue to expand their advertising offerings, buyers are increasingly looking for clearer ways to compare capabilities and opportunities across markets.
To support this, we have been publishing a Pan-European Retailer Digital Advertising Capability Map since 2024, and the latest version is now available in a new interactive format.
This resource showcases the digital advertising capabilities of retailers and RMNs across Europe, covering sectors such as grocery, beauty, fashion, and marketplaces.
It provides a comprehensive overview of the on-site, off-site, and in-store Retail Media opportunities offered by participating retailers and RMNs operating across the region.
View the Retail Media Capability Map here.
If you’re interested in learning more about our work across Addressability & Measurement, Connected TV, and Retail Media, and how you can get involved, contact the team at communication [at] iabeurope.eu.
