[Watch on Demand] Attitudes to Retail Media

On 30th July, we hosted an engaging webinar, "IAB Europe Insights Revealed: Attitudes to Retail Media", where we unveiled the latest findings from our industry-wide survey and explored the evolving landscape of Retail Media across Europe.

The session brought together thought leaders and industry experts to discuss how Retail Media is maturing into a core part of the digital advertising mix and what brands, retailers, and technology providers need to do to capitalise on this growth.

The session kicked off with a presentation from our Industry Development & Insights Director, Marie-Clare Puffett, who revealed exclusive data from our latest Attitudes to Retail Media report.

Key themes from the presentation included:

• Retail Media’s Rising Role: The research showed a clear increase in investment and prioritisation of Retail Media across European markets. It's no longer just a performance-driven channel but a key player in upper and mid-funnel strategies as well.
• Strategic Evolution: Stakeholders are moving from tactical ad placements to long-term brand-retailer collaborations. The focus is shifting toward integrated planning and sustained impact.
• Top Enablers for Growth: Improved access to first-party data, more reliable measurement tools, and increased standardisation were identified as critical factors accelerating Retail Media adoption and scale.

Following the presentation, moderator Jason Wescott, WPP Media and Chair of IAB Europe’s Retail Media Committee, led a dynamic panel discussion featuring:

• Matt Hinton, Group Partnerships Director, SMG
• Stanislas Lajouanie, VP Brands EU & LATAM, LiveRamp
• Marie-Clare Puffett, IAB Europe

Together, they unpacked the report insights and provided real-world context on the opportunities and challenges today.

Key Takeaways from the Panel:

1. Strategic Integration of Retail Media
Retail Media is now seen as a full-funnel opportunity, embedded in omnichannel planning and buyer journeys. Brands and retailers are building deeper, long-term partnerships that go beyond short-term sales goals.

2. First-Party Data at the Core
With third-party cookies on the decline, retailers’ first-party data has become a prised asset. The panel discussed the growing use of clean rooms to enable privacy-safe collaboration and audience targeting, unlocking new formats like CTV, digital out-of-home, and audio.

3. Rethinking Measurement
While ROAS is still the dominant KPI, there’s increasing appetite for metrics such as incrementality, reach, and frequency. Holistic evaluation is crucial as Retail Media extends its footprint into brand-building and awareness campaigns.

4. Addressing Fragmentation through Standards
Fragmentation remains a key barrier. The panel emphasised the role of the IAB Europe Retail Media Certification Programme in enabling consistency and interoperability across the ecosystem.

5. The Road Ahead: Collaboration and Innovation
The future lies in closer collaboration between retailers, brands, and media owners. As traditional and digital media worlds converge, retail media offers an exciting space for experimentation and innovation.

Watch On Demand & Dive Deeper

If you missed the live session or want to revisit the key moments, you can now access the full recording and download the report:

👉 Watch the Full Webinar
📄 Download the Full Report