Rapporter & Guider

The Retail Media Opportunity in Europe

Retail media is one of the hottest topics within the digital advertising industry right now. IAB Europe forecasts retail media ad spend to reach €25bn in Europe by 2026. The COVID-19 pandemic fundamentally changed consumer shopping habits and the percentage of online shoppers in Europe has now reached 75%. Looking at the UK market as an example, ONS data shows that online sales as a percentage of total retail sales surged and accounted for close to 40% of total retail sales in 2021. To understand this exciting new advertising sector, IAB Europe and Xandr surveyed over 800 buyers across Europe in Q4 2022 to understand their current use and experience leveraging retail media including the drivers and, barriers and how they plan to use it in the future.