Interactive Advertising Bureau
18 January 2024

IAB Europe Launches First-ever Pan-European Capability Map for Digital Retail Media

New resource for media buyers provides an overview of on-site, off-site and digital in-store retail media ad opportunities offered by retailers operating in Europe. 

18th January 2024 - Brussels, Belgium, IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has published the first version of its Pan-European Retailer Digital Advertising Capability Map. This is the first Map of its kind produced by an industry association which demonstrates the digital advertising capabilities of retailers across Europe spanning grocery, beauty, fashion, marketplace and home & DIY. 

Retail Media digital advertising investment in Europe is expected to reach 25 billion EUR by 2027. It is no secret that Retail Media is transforming the digital advertising ecosystem providing a new opportunity for brands to reach consumers and access first party data capabilities. As the proliferation of Retail Media Networks (RMNs) continues to gain momentum, it becomes increasingly crucial for brands to be empowered in effectively gauging their investment opportunities. Consequently, IAB Europe has proactively addressed this need by formulating the Retailer Capability Map.

This comprehensive Map serves as a valuable resource for media buyers by providing insights about the on-site, off-site and in-store opportunities offered by retailers operating in Europe. Additionally, it provides pivotal information on the available targeting and measurement options. The intent is to equip media buyers with information they need to undertake comparative assessments of retailer offerings across Europe.

Maurits Priem, VP Monetization Europe & Indonesia, Ahold Delhaize: At Ahold Delhaize we are surfing The Third Wave together with our advertisers, aiming to raise the bar in advertising. As a front runner in omnichannel retail media we support the role of IAB Europe when it comes to professionalising our industry step by step. We welcome this first version of the Retailer Capability Map as a valuable next step and relevant tool for media buyers.”

Laura Badea, Global Digital Commerce Partner, Wavemaker: “The Pan-European Retailer Capability Map is a foundational piece of work, developed by IAB Europe as part of their commitment to drive a unified vision and standards to underpin the fast growth of retail media space. It comes at a critical moment in the shaping of retail media as a key element in the strategic channel mix in Europe.”

Europe is by far the most fragmented region in the world, with tens of local and regional retailers, working with different adtech solution providers. The map is an invaluable instrument, helping all entities involved in retail media navigate this complex ecosystem, using a common set of criteria to evaluate on-site, off-site and in-store offering, measurement capabilities and partnerships, across different verticals.

Retail Media Resources from IAB Europe

The Map is a significant milestone in IAB Europe’s roadmap to provide more education and standardisation  for the Retail Media landscape in Europe. Other resources to encourage awareness and investment in Retail Media include A Retail Media Advertising Product Matrix, A 101 Guide to Retail Media, Retail Media Definitions and A Retail Media Glossary

The Map will be updated on a quarterly basis with the next update scheduled for the beginning of Q2 2024. 

Access V1 of the Capability Map here

Contact details:

Marie-Clare Puffett - puffett [at]

Helen Mussard - mussard [at] 

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