IAB Europe’s Guide to Sponsored Products

Retail Media in Europe is booming – growing at nearly four times the rate of the total ad market. In 2024 alone, retail media spend surged by 22.1%, compared to a 6.1% increase in the overall ad industry. And at the heart of this momentum? Sponsored Products.

As 67% of brands and agencies shift their performance ad budgets into Retail Media, understanding Sponsored Products has never been more critical. Yet, despite their growing popularity, clear guidance on how to effectively acquire, use, and measure Sponsored Products remains limited.

What’s Inside the Guide?

Crafted by experts from our Retail & Commerce Media Committee, and designed for the buy-side, this guide is your go-to resource for navigating Sponsored Products.

It covers:

• What Sponsored Products are and how they function
• Where and how to buy them – direct vs. programmatic models
• Best practices for campaign success
• Measurement techniques to prove performance
• Pros and cons of various buying approaches

Whether you're a brand, agency, or retailer, this guide provides the clarity and insight you need to confidently invest in and scale Sponsored Product campaigns.

A big thank you to the following members who contributed to the Guide:

• Justin Sandee, Director Commercial Development, bol.com 
• Trevor Narayan, VP of Product, Koddi
• Laura Annema, Product Manager Retail Media & E-Commerce, Kinesso
• Sara MacKinnon, Director of Product Marketing, Pentaleap 
• Mark Burton, Chief Product Officer, Pentaleap 
• Tanguy Le Falher, Head of Partnerships, Unlimitail