Observed Signal · Oct 7, 2026 · Market Signal · Source: IAB Europe · Impact: 2/5
Moloco Becomes First Ad Tech Company to Achieve IAB Europe Retail Media Certification, Marking Major Expansion of the Programme
Milestone announced at IAB Europe’s annual Retail Media Impact Summit as certification expands beyond retailers to support greater confidence and […]
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Retail Media's Next Chapter: Insights from Our Retail & Commerce Media Committee Spotlights
Retail Media has outgrown the sponsored product listing. This year, members of IAB Europe's Retail & Commerce Media Committee used […]
Get Retail Media Ready for 2027: New Retail Media Essentials Training Dates Announced
The Retail Media opportunity is huge, but making the most of it requires the right knowledge, skills and understanding across …
WPP Commerce Lead: Impressions Counting is Window Shopping
Jason Wescott, global head of commerce solutions at WPP Media, argues that measuring campaign success solely on impressions is akin to a shop owner celebrating foot traffic without knowing if anyone bought anything. He advocates for tying every campaign to business outcomes like store visits, subscriptions, or purchases. Wescott criticizes the industry's obsession with 'cheap digital eyeballs' and warns that AI is oversold as a magic solution when its effectiveness depends on the quality of data fueling it. He highlights the shift away from identity-based tracking due to privacy regulations and browser changes, emphasizing the need for privacy-safe data collaboration and contextual data. He also advises against discounting to hit quarterly targets, as it harms long-term brand equity. Wescott is judging the media category at The Drum Awards Festival.
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