IAB Europe's Guide to sponsored products
Basic information
Source of origin
IAB Europe
Date of original publication
April 17, 2025
Original format
image, text
Original size
13 pages
Recommended for
Ad-tech providers, Agencies, Data providers, Network Marketers, Offsite Publishers - Marketers, Retail Media networks, Retailer
Type of content
guide
Geographical scope
EU
Teaser
Retail Media in Europe is booming – growing at nearly four times the rate of the total ad market. In 2023 alone, retail media spend surged by 22.1%, compared to a 6.1% increase in the overall ad industry. And at the heart of this momentum? Sponsored Products.
Summary
As 67% of brands and agencies shift their performance ad budgets into Retail Media, understanding Sponsored Products has never been more critical. Yet, despite their growing popularity, clear guidance on how to effectively acquire, use, and measure Sponsored Products remains limited.
Crafted by experts from our Retail & Commerce Media Committee, and designed for the buy-side, this guide is your go-to resource for navigating Sponsored Products.
Whether you're a brand, agency, or retailer, this guide provides the clarity and insight you need to confidently invest in and scale Sponsored Product campaigns.
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