As Europe’s Retail Media ecosystem continues to scale, marketers and retailers alike are seeking sharper measurement, clearer standards, and deeper collaboration. That’s why our Retail Media Impact Summit 2025, taking place on 24th September in Amsterdam, is bringing together industry leaders to focus on six critical themes to help shape what comes next.
Across nine breakout sessions, participants will explore:
At the heart of the Summit is a shared goal: to align on what’s needed to unlock the full potential of Retail Media in Europe.
A key session will spotlight our upcoming Incrementality Measurement Guidelines, due for public comment in September. These guidelines, developed in close collaboration with retailers, advertisers, and measurement providers, aim to bring structure and consistency to one of the industry’s most debated metrics: incremental sales impact.
To preview the discussion, we caught up with our Retail Media Consultant, Yara Daher, who is speaking in the session, to explore the importance of this work, what industry feedback has revealed so far, and what steps are needed next to move the space forward.
At the summit, we would like to build a common understanding around the work that has been done so far and further it with diverse opinions and best-in-class thought leadership.
Incrementality measurement is frequently lauded as the ultimate goal in Retail Media, and in many respects, it truly is. It offers a clear understanding of the direct causal impact of advertising efforts, moving beyond correlation to reveal precisely how much sales or other key performance indicators (KPIs) are directly attributable to a specific campaign. This level of insight is invaluable for optimising budgets, refining strategies, and demonstrating true return on investment. However, it's crucial to recognise that incrementality measurement doesn't apply to every scenario, campaign objective, or campaign size.
To execute incrementality measurement properly, very precise statistical methodologies are required. This necessitates a significant investment in resources. The complexity and resource intensity mean that it is simply not always feasible or cost-effective for every organisation or every campaign. Therefore, it shouldn't be blindly applied across the board without careful consideration of its practical implications and the specific goals of the campaign.
Recognising these nuances, IAB Europe is actively engaged in a comprehensive initiative to bring clarity and standardisation to this area.
There is a true appetite for this kind of work. There is a common understanding that easy answers aren’t always the right ones. Most brands and retailers we have spoken to recognise that we are early in the journey and need to put our heads together as an industry to find answers.
Retail Media grew to what it is today because of its ability to provide point-of-sale (POS) sales data. While ROAS has long been the primary metric, incrementality presents a new opportunity to definitively answer the enduring question about advertising impact. It offers unparalleled proof of causality. However, Retail Media's drawback is its single-channel nature, with measurement often confined to a single retailer.
Attendees should expect to get an overview of the work done so far, and come with their thinking hats on to help push the work further.
Join Yara and 150 other senior leaders at the Retail Media Impact Summit on 24th September in Amsterdam for a day of deep discussion, breakout workshops, and shared outcomes designed to move Retail Media forward.
View the agenda here.
IAB Europe members received a discounted rate.
