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IAB Europe’s Retailer Digital Advertising Capability Map

Jan 18,2024
Amy Mazzola
retail mediaKnowledgeHub

Retail Media digital advertising investment in Europe is projected to reach 25 billion EUR by 2027, 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 a 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. 

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.

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