Observed Signal · Nov 3, 2026 · Market Signal · Source: IAB Europe · Impact: 2/5
IAB Europe’s Latest Retail Media Report Reveals Growing Gap Between Buyer Expectations and Measurement Capabilities
71% of European buyers have partnered with retailers for over a year, as new research reveals gaps in measurement capabilities […]
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Retail Media Investment Rises in Europe, Measurement Still Key Barrier
IAB Europe's third 'Attitudes to Retail Media Report' reveals that while retail media investment in Europe is rising, measurement remains the biggest barrier. The report, which includes MENA insights for the first time, shows 73% of buyers increased retail media spend in the last year, and 71% now partner with retailers for over a year (up from 51% in 2024). However, 61% cite measurement as an obstacle, up from 48% last year, and data availability concerns jumped from 31% to 58%. A 'measurement gap' persists: buyers want unified online/offline reporting (68% demand, only 40% offered), while sellers more often provide campaign metrics like reach and frequency. Sellers are prioritizing measurement development (63%) and AI adoption (68%), with half planning to build for product visibility in AI assistants like ChatGPT within 12 months. Only 12% of buyers consider their strategies fully sophisticated, underscoring the need for standardized measurement and certification.
How to Fund Full-Funnel Retail Media Across Three Budgets
This article provides a framework for funding full-funnel retail media campaigns across multiple internal budgets, such as retail media, paid media, and brand budgets. It emphasizes the importance of shared goals, clear spending authority, and separate tracking of proposed, approved, and retailer-eligible amounts. The hypothetical example illustrates a $340,000 campaign with only $290,000 approved and $230,000 expected to qualify for a retailer agreement. The article advises on coordinating purchases without merging approval authority, evaluating annual incentives, and keeping sales reconciliation separate from attribution. It references IAB and IAB Europe guidelines for incremental measurement in commerce media. The guidance is practical, focusing on internal alignment and financial tracking rather than new technological developments.
Straight from the Summit Floor: The Retail Media Roundtable Series is Here
When Europe’s Retail & Commerce Media community gathered in Amsterdam for our Retail Media Impact Summit, we took the opportunity […]
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