IAB Europe updates retail and commerce media landscape map

IAB Europe unveiled an updated version of its Pan-European Retail & Commerce Media Landscape Map on October 14, 2025. The refresh follows the original release in May 2025, reflecting the accelerated pace at which new platforms and technology providers continue entering the European retail and commerce media sector.

According to the organization's announcement, the Retail and Commerce Media ecosystem demonstrates rapid expansion. New players and platforms enter the space continuously, creating challenges for marketers, media buyers, and industry professionals attempting to maintain current knowledge of available solutions. The updated landscape includes the newest players and platforms shaping the ecosystem, ensuring stakeholders have access to current market information.

The resource offers a structured snapshot of key sectors and participants. Categories include Retail & Commerce Media Networks, In Store RMN/CMN Ad Tech Providers, Demand Side Platforms and Ad Tech Providers, Data Collaboration tools, Verification services, Attribution and Measurement providers, Media Agencies, and Supply Side Platforms. The framework provides clarity on the structure of the ecosystem and identifies opportunities within it.

Marie-Clare Puffett, Industry Development & Insights Director at IAB Europe, serves as the primary contact for the landscape resource. The file size measures 6.61 MB, available for download through IAB Europe's website.

Expanding categories define market structure

The updated map organizes hundreds of companies across eight distinct categories. Retail & Commerce Media Networks feature major European retailers including Amazon Ads, ASOS, Douglas, Kingfisher, Conforama, bol., Kleinenanzeigen, eBay, Migros, and unlimitail. MediaMarktSaturn and Zalando also appear among recognized networks, alongside emerging players like REETMO and endless aisle.

In Store RMN/CMN Ad Tech Providers encompass companies delivering advertising technology for physical retail environments. The category includes Stratacache, Grocery TV, Broadsign, Advertima, Quividi, Placer.ai, Vistar Media, adhese, VisionGroup, Zitcha, dunnhumby, empathydb, Koddi, and additional providers focusing on bridging digital advertising capabilities into brick-and-mortar locations.

Demand Side Platform and Ad Tech Provider representation includes major programmatic players. Skai, Pacvue, Flywheel, theTradeDesk, Epsilon, adform, Criteo, Deliveroo Ads, Equativ, T'Com, Kevel, PubMatic, adform again, kairion, empathydb, and Koddi populate this segment. The concentration of established advertising technology companies indicates mature market infrastructure supporting retail media buying.

Data Collaboration tools have emerged as critical infrastructure components. The category features LiveRamp, Infosum, Permutive, Showheroes-e, Decentrio, AppsFlyer, Epsilon, Criteo, mediarithmics, Advertima, dunnhumby, and empathydb. These platforms enable secure data sharing and audience activation while maintaining privacy compliance across European markets.

Verification services address brand safety and measurement accuracy concerns. DV (DoubleVerify), IAS (Integral Ad Science), adloox, Lumen, and xpln.ai provide independent validation of advertising delivery and performance. The inclusion of specialized verification providers reflects increasing demand for transparency within retail media campaigns.

Attribution and Measurement solutions bridge the gap between advertising exposure and sales outcomes. NIQ (formerly Nielsen IQ), Inmar Intelligence, Profitero, Incrementa.1, Optimine, Kantar, Nielsen's INC ID, LiveRamp, Criteo, mediarithmics, Cassandra, Advertima, Tesco Media and Insight Platform (powered by dunnhumby), dunnhumby, unlimitail, Epsilon, and empathydb offer various approaches to connecting advertising investment with retail performance data.

Media Agency representation spans holding companies and independent specialists. WPP Media, Publicis Groupe, Omnicom Media Group (OMG), Havas, dentsu, Mediabrands (Capture), and Posmedia appear on the landscape. Agency involvement demonstrates the strategic importance of retail media within broader marketing budgets and the need for specialized expertise managing campaigns across multiple networks.

Supply Side Platform and Ad Tech Provider category includes Koddi, Rokt, Moloco, Zitcha, Mirakl, Pentaleap, Magnite, and Triplelift. These companies facilitate inventory access for advertisers and demand partners, enabling programmatic transactions within retail environments.

Market growth drives ecosystem expansion

The timing of the landscape update reflects substantial momentum within European retail media. European retail media spending reached €13.7 billion in 2024, representing 21.1% growth according to IAB Europe statistics released in October 2025. The growth rate substantially exceeded the broader advertising market's expansion, positioning retail media among the fastest-growing digital advertising segments.

IAB Europe Chief Economist Daniel Knapp compiled the spending figures, indicating retail media now accounts for approximately one-fifth of total digital advertising expenditure across European markets. The milestone marks a transition from experimental channel to strategic advertising infrastructure for brands allocating marketing budgets.

First-party data access remains the dominant driver of buy-side investment. Research from IAB Europe's second annual Attitudes to Retail Media Report shows 87% of respondents cite this capability as a key opportunity. Point-of-sale consumer reach increased in importance, rising from 74% to 79% of respondents prioritizing this capability between 2024 and 2025.

Partnership dynamics demonstrate maturing relationships between brands and retail media networks. Buy-side stakeholders maintaining retailer partnerships for more than one year increased from 50% to 63%. Brands working with four to six retail media networks more than doubled from 10% to 24%, signaling widespread diversification strategies among European advertisers.

Technical infrastructure development advances standardization

IAB Europe's Retail & Commerce Media Committee drives standardization efforts addressing fragmentation challenges. The organization released updated pan-European definitions on March 26, 2025, establishing consensus across the National Federation and IAB network throughout Europe. The framework addresses three distinct categories: on-site retail media, off-site retail media, and in-store digital retail media.

Commerce Media Networks, which include Retail Media Networks, allow brands and merchants to address shoppers with products and services throughout their buying journey, both on and off retail media platforms. The comprehensive definitions provide standardized terminology for industry participants operating across 31 European markets.

Measurement standardization emerged as a critical priority. IAB Europe opened public comment on October 9, 2025, for updated Commerce Media Measurement Standards V2. The revised framework incorporates industry feedback collected over 17 months of implementation following the April 2024 initial release.

The updated standards expand beyond traditional retail environments. Quick commerce receives dedicated metrics for the first time, reflecting the sector's rapid growth across European markets. Future editions plan coverage for travel and finance verticals, indicating the broadening scope of commerce media beyond traditional retail categories.

Technical specifications include refined measurement funnels with distinct definitions for gross and net sales. The framework aims to provide transparent, comparable metrics across networks. Research indicates 78% of stakeholders identify media measurement as requiring industry alignment, while 69% cite attribution standardization needs.

Certification programme establishes quality benchmarks

IAB Europe's retail media certification programme launched in October 2024. The initiative utilizes independent auditors to verify compliance with measurement standards. Albert Heijn became the first certified network in September 2025, marking a milestone for European digital advertising transparency and advertiser confidence.

The Netherlands-based supermarket chain completed the certification process following a successful pilot audit conducted by ABC, one of the independent auditors participating in the programme. Albert Heijn's certification covers Display (static) and Sponsored Products across its on-site properties, including both the company's website and mobile application.

Research from IAB Europe revealed that 70% of buyers cite lack of retail media standards as investment barriers. The certification programme addresses these concerns by providing verified measurement methodologies and reporting frameworks. Advertisers can compare performance across different retail media networks using consistent attribution models.

A Certification Advisory group comprising National Federations, IABs, and the Chair of IAB Europe's Retail Media Committee governs the programme. This group makes decisions on key milestones including auditor appointments, certification processes, and partnerships with other bodies such as the Media Rating Council.

Platform integration reduces operational complexity

Multiple partnerships have emerged addressing fragmentation challenges within retail media buying. Criteo became Google's first onsite retail media partner through Search Ads 360 integration in September 2025. The collaboration enables advertisers to create, launch, and optimize campaigns across Criteo's retail network directly within Google Search Ads 360.

The integration launches through a limited beta program for select customers in the Americas, with plans for global expansion. Criteo's network of over 200 retailers can opt into receiving demand from Google Search Ads 360, connecting with global brands across multiple categories. The partnership provides unified measurement capabilities for retailers, giving brands visibility into how their advertising drives incremental impact.

Retail media networks embraced real-time bidding for sponsored products through partnerships enabling programmatic solutions. Pentaleap and Teads announced on July 24, 2025, a partnership delivering real-time bidding capability for retailers' onsite Sponsored Product Ads. The integration represents the first programmatic solution enabling advertisers to activate Sponsored Product inventory across multiple retail networks through a unified platform.

Andreas Reiffen, CEO and Co-Founder of Pentaleap, stated in the announcement, "What was once impossible is now a reality: thanks to Pentaleap's industry-leading, lightning-fast ad serving technology, retailers can now run SPAs via RTB for the first time ever—turning onsite retail media into something truly programmatic."

The Trade Desk announced on October 9, 2025, a platform expansion enabling brands and agencies to purchase onsite retail media inventory programmatically through integration with Koddi's commerce media platform. Gopuff serves as the initial launch partner, with additional retailers expected to follow in coming months.

Offsite capabilities extend retailer reach

European retailers have increasingly expanded beyond on-site advertising into offsite environments. MediaMarktSaturn launched its first offsite retail media program in September 2025, extending advertising capabilities beyond owned digital properties through strategic partnership with Unlimitail.

The European consumer electronics giant partnered with Unlimitail, a joint venture between Publicis Groupe and Carrefour, to enable advertisers to reach MediaMarktSaturn customers through curated audiences across external websites and applications. The program utilizes Epsilon Retail Media's technology platform for activation.

Torsten Ahlers, Managing Director Retail Media at MediaMarktSaturn, characterized the initiative as representing a strategic milestone in the company's retail media development. The expansion builds upon MediaMarktSaturn's existing retail media foundation, which includes onsite advertising formats and in-store promotional opportunities.

Privacy-safe first-party data collection from transactions and loyalty programs forms the technological foundation for the offsite advertising solution. Brands can connect digital advertisement exposure to both online and offline sales conversions, providing end-to-end campaign measurement across multiple touchpoints. The system enables targeting of both endemic advertisers selling electronics products through MediaMarktSaturn channels and non-endemic brands seeking to reach high-intent technology shoppers.

Geographic rollout began in October 2025 across five initial markets, starting with Germany before expanding to Spain, Italy, the Netherlands, and Belgium. Turkey, Poland, Austria, Switzerland, Luxembourg, and Hungary will receive access in early 2026.

Global commerce media expansion accelerates

Mastercard unveiled its commerce media network on October 1, 2025, entering a market projected to reach $100 billion by 2028. The payments network introduced Mastercard Commerce Media from its Purchase, New York headquarters, establishing a dedicated digital advertising platform that leverages permissioned transaction data from more than 160 billion annual payments processed in 2024.

The network operates with an existing base of 25,000 advertisers and reaches 500 million enrolled consumers across owned channels, bank outlets, and publishing partners worldwide. The platform currently delivers up to 22 times return on ad spend for advertisers across retail, travel, entertainment, dining, and everyday spending categories.

Strategic partnerships form the foundation of Mastercard's market entry. The network gains scale through its existing relationship with Citi, while a growing collaboration with WPP extends the platform's reach to brands and buyers in traditional media. Microsoft partnership aims to integrate Mastercard Commerce Media within Copilot Studio, positioning the network for agentic commerce applications.

Criteo partnered with DoorDash in a multi-year expansion announced October 6, 2025, designed to expand retail media advertising across DoorDash's marketplace for grocery, convenience, and non-restaurant retailers. Criteo will function as an extension of DoorDash's U.S. advertising sales team, working directly with brands and agencies while the two companies explore technology integration opportunities over time.

Stephen Howard-Sarin, Managing Director, Retail Media Americas at Criteo, stated, "This is an exciting moment for Criteo, DoorDash, and the advertisers and retailers we serve. Delivery is the most important new path in the CPG consumer journey, and DoorDash has become a must-buy destination for convenience, grocery and alcohol brands."

Market projections indicate sustained growth trajectory

Industry forecasts point to continued expansion across global commerce media markets. Research from Omdia projects retail media will capture approximately 20% of total global advertising revenue by 2030, representing approximately $300 billion in spending according to the September 4, 2025 report.

Maria Rua Aguete, Senior Research Director at Omdia, characterized the development as "unprecedented expansion as retailers recognize the substantial revenue potential of their customer data and digital real estate." The projection indicates retail media networks will exceed $300 billion in spending, marking a fundamental transformation in how advertisers allocate budgets across digital channels.

Several key factors drive this growth trajectory. Retailers actively seek new revenue streams beyond traditional commerce operations, while brands demand more targeted advertising solutions with measurable return on investment. The rising value of first-party data in a privacy-focused digital environment creates additional momentum, combined with technological advancements enabling more sophisticated retail media offerings.

European markets demonstrate particularly strong performance within this global context. European retail media spending grew 22.1% in 2024 compared to 6.1% growth for the broader advertising market, demonstrating retail media's transition from experimental category to strategic advertising infrastructure. The concentration of advanced retail operations, sophisticated advertising technology infrastructure, and privacy-focused regulatory frameworks positions Europe as a leading market for commerce media innovation.

Why this matters for marketing professionals

The updated IAB Europe landscape map arrives as retail and commerce media undergoes fundamental structural changes. Marketing professionals face increasing operational complexity managing campaigns across proliferating platforms while navigating diverse measurement methodologies and reporting frameworks.

Standardization efforts through IAB Europe provide essential infrastructure for scaling retail media investments. The organization's definition frameworks, measurement standards, and certification programmes address fragmentation that has limited growth potential. Clear categorization of ecosystem participants enables more informed decision-making about technology partnerships and network selection.

Platform integration developments reduce workflow complexity. Unified access to multiple retail media networks through established advertising platforms eliminates separate campaign management requirements. Programmatic capabilities extend beyond traditional display and video into retail-specific formats including sponsored products, creating opportunities for automated optimization across diverse inventory sources.

First-party data activation capabilities distinguish retail media from traditional digital advertising channels. Direct access to transaction data and purchase behavior enables precision targeting unavailable through third-party audience segments. The privacy-safe nature of retail media data collaboration addresses regulatory compliance requirements while maintaining advertising effectiveness.

Measurement advancement enables more sophisticated budget allocation. Incrementality frameworks help quantify the causal impact of retail media investments beyond basic attribution models. Unified measurement approaches facilitate cross-network performance comparison, supporting diversification strategies as brands expand partnerships beyond dominant platforms.

The landscape map documents an ecosystem transitioning from fragmented early-stage market to mature advertising infrastructure. Category clarity, standardized definitions, and comprehensive participant listings reduce information barriers for organizations evaluating retail media opportunities. As commerce media continues capturing increasing shares of digital advertising budgets, accessible market intelligence becomes increasingly valuable for strategic planning and competitive positioning.

Timeline

• May 2025: IAB Europe releases initial Pan-European Retail & Commerce Media Landscape Map
• July 15, 2025: IAB Europe publishes updated 101 Guide to Retail & Commerce Media 2025 Review
• July 15, 2025: IAB Europe releases retail media best practice guides for buyers and networks
• July 15, 2025: European retail media partnerships extend as measurement challenges persist
• July 24, 2025: Pentaleap and Teads announce RTB capability for sponsored products
• September 4, 2025: Omdia projects retail media to capture 20% of global advertising revenue by 2030
• September 9, 2025: IAB unveils incrementality framework for commerce media budgets
• September 10, 2025: Criteo becomes first onsite retail media partner for Google Search Ads 360
• September 23, 2025: Topsort partners with Skai to expand global retail media reach
• September 24, 2025: Albert Heijn earns first retail media certification under IAB Europe programme
• September 2025: MediaMarktSaturn launches first offsite retail media program with Unlimitail
• October 1, 2025: Mastercard launches commerce media network with $100B market potential
• October 6, 2025: Criteo partners with DoorDash for multi-year retail media expansion
• October 7, 2025: European retail media spending reaches €13.7 billion with 21.1% growth
• October 9, 2025: IAB Europe opens public comment on commerce media standards
• October 9, 2025: The Trade Desk enables programmatic retail media buying through Koddi partnership
• October 14, 2025: IAB Europe releases updated Pan-European Retail & Commerce Media Landscape Map

Summary

Who: IAB Europe's Retail & Commerce Media Committee released the updated landscape map, with Marie-Clare Puffett, Industry Development & Insights Director at IAB Europe, serving as the primary contact. The resource documents hundreds of companies across retail media networks, technology providers, agencies, and platforms operating throughout European markets.

What: An updated Pan-European Retail & Commerce Media Landscape Map providing comprehensive categorization of ecosystem participants across eight distinct segments: Retail & Commerce Media Networks, In Store RMN/CMN Ad Tech Providers, Demand Side Platforms, Data Collaboration tools, Verification services, Attribution and Measurement providers, Media Agencies, and Supply Side Platforms. The 6.61 MB resource offers structured snapshots of key sectors and players within the ecosystem.

When: IAB Europe announced the updated landscape map on October 14, 2025, following the original release in May 2025. The refresh reflects continuous ecosystem evolution as new players and platforms enter the market. The timing coincides with broader standardization efforts including Commerce Media Measurement Standards V2 public comment period running through November 14, 2025.

Where: The landscape covers the Pan-European retail and commerce media ecosystem across 31 markets where IAB Europe maintains presence. The resource addresses both established Western European markets and emerging Central and Eastern European regions experiencing retail media growth. Geographic scope extends to retailers, platforms, and technology providers operating across multiple European countries.

Why: The rapid expansion of the retail and commerce media ecosystem creates information challenges for marketers, media buyers, and industry professionals attempting to maintain current knowledge of available solutions. The updated landscape provides essential market intelligence as European retail media spending reached €13.7 billion in 2024 with 21.1% growth, substantially outpacing the broader advertising market's 6.1% expansion. Standardization efforts through clear categorization enable more informed decision-making about technology partnerships and network selection as brands increasingly diversify retail media investments across multiple platforms.