Lauren WakefieldRetail Media digital advertising investment in Europe is projected to reach €31 billion by 2028, underscoring the transformative impact of Retail Media on the digital advertising ecosystem. To help media buyers better navigate the opportunities within this space, IAB Europe has produced an updated Pan-European Retailer Digital Advertising Capability Map. This is the first Map of its kind produced by an industry association that demonstrates the digital advertising capabilities of retailers across Europe spanning grocery, beauty, fashion and marketplaces.
This comprehensive map serves as a valuable resource for media buyers, providing insights about the on-site, off-site, and in-store opportunities offered by 16 retailers and Retail Media Networks (RMNs) operating in Europe.
Additionally, it provides pivotal information on the available targeting and measurement options, in alignment with IAB Europe’s Retail Media Measurement Standards for Europe and In-Store Measurement Standards that were produced in collaboration with the IAB.
The intent is to equip media buyers with the information they need to undertake comparative assessments of retailer offerings across Europe.
