IAB Europe: Retail Media Investment Grows but Measurement Still Top Barrier
· 1h ago · Originally reported by VideoWeek
IAB Europe's third 'Attitudes to Retail Media' study finds investment in the channel continues to rise across Europe, but measurement remains the biggest obstacle for buyers. The trade body first published retail media measurement standards in 2024 to help advertisers compare spend across the channel.
Why it matters
Retail media is one of the fastest-growing ad channels, but without consistent measurement buyers struggle to compare results across retailers, which slows further budget shifts into it.
Explain it like I’m new here
It's like different supermarkets each grading your test with their own scoring system — you can't tell which one actually did best, so you're hesitant to spend more.
Read the original at VideoWeek
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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