Retail and Commerce Media continues to be one of the fastest-growing areas of digital advertising, but as investment accelerates, so too does the need for greater clarity, consistency and collaboration across the ecosystem.
For brands and agencies, the opportunity is clear. Retail and Commerce Media offers access to rich first-party data, closed-loop measurement, and the ability to connect media investment more closely to business outcomes. But as the market matures, many buy-side organisations are also navigating growing complexity, from fragmented propositions and inconsistent measurement frameworks to questions around budget allocation, organisational readiness, and how best to prove ROI internally.
That is why our latest Attitudes to Retail Media Survey is so important.
Now in its third edition, the survey is designed to capture how advertisers, agencies, and retailers are approaching the next stage of Retail and Commerce Media growth. This year’s study explores key areas including investment priorities, partnership satisfaction, budget allocation across on-site, off-site and digital in-store media, organisational maturity, measurement expectations, and the increasing role of AI in influencing future strategies.
For brands and agencies, completing the survey is more than a chance to share a view. It is an opportunity to ensure that the realities, expectations and challenges of the buy-side are fully represented in one of Europe’s key industry benchmark reports.
The findings will provide a clear picture of where the market stands today, where investment is heading, and what still needs to be addressed to unlock the next phase of growth. For advertisers and agencies, this means helping to develop a more transparent, effective and scalable Retail and Commerce Media ecosystem.
Your input can help answer some of the most important questions facing the market, including:
These are not theoretical questions. They are the issues guiding everyday investment decisions, campaign planning, trading relationships and internal business cases across the industry.
As Retail and Commerce Media grows, the industry needs more than momentum. It needs shared understanding.
Brands and agencies play a vital role in defining what good looks like - from measurement and attribution to omnichannel reporting, transparency, standardisation and partnership models. By participating in the survey, buy-side respondents can help identify what is working, where expectations are not yet being met, and which areas require greater industry alignment.
This insight is essential if the market is to move from rapid growth to long-term maturity.
The survey will also help demonstrate the wider value of Retail and Commerce Media within the digital advertising mix, showcasing how partnerships with retailers can support stronger planning, better customer understanding and more outcome-focused media strategies.
This year’s survey also introduces new questions exploring how AI is influencing Commerce Media investment, strategy, optimisation and innovation. Areas of focus include AI creative generation, AI-powered campaign management and optimisation, agentic commerce and conversational discovery.
For brands and agencies, this is a critical moment to share how AI is being considered, tested or adopted within Commerce Media strategies. Your perspective will help the industry understand where AI can deliver genuine value, where more education or guidance may be needed, and how innovation can be balanced with effectiveness, transparency and trust.
The survey takes approximately 10–15 minutes to complete, and all responses will remain strictly confidential. Respondents will also receive a copy of the final results report, offering valuable insight into market trends, investment expectations and industry priorities.
For brands and agencies, this provides a useful benchmark to compare your own approach with wider market sentiment and better understand how peers are navigating the next phase of Retail and Commerce Media.
Retail and Commerce Media is entering a more sophisticated phase of development. The decisions made now, around measurement, standards, investment, AI, partnerships and value creation, will set the direction for the market for years to come.
Brands and agencies have a vital role to play in that conversation.
By completing the latest Attitudes to Retail Media Survey, you can help ensure the buy-side perspective is heard, represented and reflected in the industry’s future direction.
