IAB Europe's Attitudes to Retail Media Report 2026

Retail Media is moving beyond experimentation. But as investment grows and partnerships deepen, what do buyers and sellers really want, and where are the biggest opportunities ahead?

Now in its third year, IAB Europe's Attitudes to Retail Media Report 2026 takes the pulse of the industry, uncovering the latest trends, investment priorities and challenges across the Retail and Commerce Media ecosystem.

Drawing on insights from 150 buy-side and sell-side respondents, including perspectives from Europe and, for the first time, MENA, the report reveals a market gaining momentum while facing increasing expectations around measurement, accountability and innovation.

What Does the Research Reveal?

• Partnerships are deepening: 71% of European buyers have partnered with retailers for over a year, up from 64% in 2025 and 51% in 2024.
• Investment remains strong: 73% of buyers have increased their Retail Media investment over the past 12 months.
• Measurement remains a major priority: 61% of European buyers identify a lack of measurement and reporting as a barrier to further investment.
• AI is opening up new opportunities: 68% of sellers plan to develop AI-powered campaign management and optimisation capabilities over the next 12 months.

And that's just the beginning. The report takes a deeper look at changing buyer expectations, the measurement capabilities sellers are prioritising, the role of first-party data, emerging opportunities in AI and agentic commerce, and what these findings mean for the next stage of Retail Media growth.

Whether you're an advertiser, agency, retailer or technology provider, discover the insights you need to inform your 2027 strategy.

Access the Interactive Report Here & Download the Full Report Below.

Read our press release here.

About the Research

Developed by IAB Europe's Retail & Commerce Media Committee, the report features quantitative analysis by Caras Consulting and independent qualitative research conducted by Ascentinel, with LuckyCart and Mirakl Ads supporting the qualitative research as sponsors.