Retail Media: Buyer Partnerships Grow, But Measurement Gaps Hinder Sophistication

What happenedNew IAB Europe research shows European buyers are forming longer-term partnerships in Retail Media, with 71% now working with retailers for over a year. However, a significant gap persists between buyer expectations and measurement capabilities, with 61% citing a lack of measurement and reporting as a key barrier to further investment.

Why it matters for marketersWhile Retail Media partnerships are maturing, the persistent measurement deficit, exacerbated by the need for AI-driven insights, is holding back true strategic sophistication. Marketers are investing in established channels but lack the AI-powered data to fully optimize and prove ROI.

Topics: retail media, measurement, iab europe, ai