Observed Signal · Nov 4, 2026 · Research Publication · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
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.
The report shows growing retail media investment and highlights measurement gaps, which is crucial for the adtech industry to address for continued growth.
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Key Takeaways & Evidence Grounding
- 73% of European retail media buyers increased investment in the last 12 months; 61% cite measurement as the biggest barrier.
- 71% of buyers now partner with retailers for over a year, up from 51% in 2024.
- 68% of buyers demand unified online/offline reporting, but only 40% of sellers offer it.
- Only 12% of buyers consider their Retail Media strategies fully sophisticated.
- Half of sellers plan to build for product visibility in AI assistants like ChatGPT within 12 months.
Connected Companies & Entities
3 Entities mapped“IAB Europe published its third 'Attitudes to Retail Media Report', highlighting measurement barriers and investment trends.”
“Jason Wescott, Global Head of Commerce Solutions at WPP Media, chairs IAB Europe's Retail and Commerce Media Committee.”
“Mirakl Ads supported the qualitative research as a sponsor.”
Ontology Mapping & Concepts
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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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