Retail Media Investment on the Rise in Europe but Measurement Remains Biggest Barrier

In 2024, IAB Europe published its first set of measurement standards for retail media, in order to give media buyers a framework for comparing their investments in the fast-growing channel. Two years later, measurement remains the biggest barrier to investment in retail media, according to the third edition of the trade body's 'Attitudes to Retail Read More

Last updated Nov 4, 2026 by ATDb automated enrichment