IAB Europe's Attitudes to retail Media Report 2025
Basic information
Source of origin
IAB Europe
Date of original publication
July 15, 2025
Original format
text
Original size
27 pages
Recommended for
Ad-tech providers, Agencies, Data providers, Network Marketers, Offsite Publishers - Marketers, Retail Media networks, Retailer
Geographical scope
EU
Teaser
Retail media is evolving. Uncover the key 2025 trends in investment, strategy, and measurement in IAB Europe's essential annual report.
Summary
This report reveals a maturing retail media landscape, with deeper, long-term partnerships and a significant shift to off-site and multi-channel strategies. First-party data is the top investment driver, while network fragmentation and a lack of standardisation remain key barriers. It highlights an urgent industry-wide need for unified measurement frameworks to unlock the channel's full potential and ensure sustainable growth.
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