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.
