Over 90% Of Advertisers Are Partnering with Retailers to Reach Consumers

Today sees the results released from a recent industry survey on retail media advertising, conducted by IAB Europe, the European-level industry association for the digital and marketing ecosystem, and its member company Xandr, now part of Microsoft.

Currently, retail media is one of the fastest growing sectors within the digital advertising industry and IAB Europe forecasts retail media ad spend will reach €25bn in Europe by 2026.

Over 800 buy-side stakeholders responded to the survey, providing insight into their current use and experience leveraging retail media. The study also looked at their strategic focus for the sector over the next 12 months.