Top 5 Trends Defining European Retail Media in 2025 and How You Can Help Shape the Future

Our latest Attitudes to Retail Media Report was released last week. And it’s our most comprehensive look at the state of Retail Media across Europe yet.

Based on insights from over 180 industry professionals spanning 31 markets, the 2025 report captures perspectives from advertisers, agencies, retailers, and ad tech providers. It tracks how strategies are evolving, which areas are gaining traction, and where the biggest opportunities and barriers exist.

Retail Media has become one of the fastest-growing segments of digital advertising in Europe, but it’s not without its growing pains. This year’s findings show significant momentum in investment and innovation, but also highlight a need for greater standardisation, improved measurement, and cross-industry alignment.

Below, we explore the top five trends from the report, and how they set the stage for deeper, action-driven conversations at our upcoming Retail Media Impact Summit in Amsterdam this September.

1. Partnerships Are Getting Stronger & Broader 

• 63% of buyers now work with retailer networks for over a year - up from 50% in 2024.
• The number of brands working with 4-6 networks has more than doubled to 24%.

This shows that Retail Media is becoming an embedded part of long-term brand strategy, and that buyers are expanding their Retail Media mix.

2. On‑site Dominates, but Off‑site Is Gaining Momentum

• Over 90% of buyers allocate at least 41% of spend to on-site media.
• Off-site formats (display, social) now claim 46% of budgets, up from 30%.

As Retail Media matures, brands are increasingly activating it across the full customer journey, blending retailer data with broader media touchpoints.

3. Data & Emerging Channels Fuel Growth

• First-party data, in-store digital touchpoints, and CTV are among the most promising growth levers.
• Retailers and tech providers see opportunity in diversifying both inventory and insight.

Retail Media is becoming more integrated, data-driven, and omnichannel, with significant room to innovate.

4. Fragmentation & Lack of Standards Still Block Progress

• 51% of respondents cite ecosystem fragmentation as a major blocker.
• 53% say inconsistent standards and definitions make progress difficult.

Despite enthusiasm and investment, the sector is still navigating siloed approaches, complex tech stacks, and varying measurement frameworks.

5. Measurement and Transparency Are Essential 

• 88% say ROAS is their primary success metric.
• Transparency (82%), performance metrics (76%), and clear attribution (75%) top buyer priorities.

Marketers are demanding not just results, but a shared understanding of how those results are measured and communicated.

Turning Insight into Action at the Retail Media Impact Summit

These findings set the stage. But now we need to turn them into tangible progress. That’s exactly the aim of our Retail Media Impact Summit on 24th September in Amsterdam:

No panels. No product pitches. Just real conversations and practical workshops led by the people driving the future of Retail Media.

Expect:

• Keynotes from leaders like Dr. Daniel Knapp (Chief Economist, IAB Europe), Drew Cashmore (Chief Strategist, Vantage), and Emma Foley (dunnhumby).
• Breakout sessions on six core themes, including: incrementality measurement, CTV integration, in-store digitisation, clean rooms, and more.
• A cross-collaborative group of 150 senior leaders, from brands, retailers, agencies, Ad Tech companies, and more, coming together to build real outputs - whitepapers, guidance, and actionable next steps for the industry.

This Summit isn’t just a discussion. It’s your opportunity to help shape the future of Retail Media in Europe.

Join Us in Amsterdam 

Move Retail Media beyond hype, toward standards, measurement, and collective impact. Together, we can drive the next chapter for Europe’s Retail Media ecosystem.

• IAB Europe members receive discounted tickets.
• Seats are limited to 150 - don’t miss this chance to provide a meaningful contribution.

Find out more here and register now to secure your place.