IAB Europe Releases First Edition of Pan-European Retailer Digital Advertising Capability Map
IAB Europe, the leading European industry association for the digital advertising and marketing ecosystem, has released the first edition of its Pan-European Retailer Digital Advertising Capability Map. The first of its kind, this map showcases the digital advertising capabilities of European retailers in the grocery, beauty, fashion, marketplace, home, and DIY categories. It was created by an industry association.
Digital Advertising Investment in Europe
By 2027, digital advertising investment in Europe by Retail Media is projected to reach €25 billion (£21.4 billion). It’s well-known that Retail Media is revolutionizing the digital advertising landscape by giving companies new ways to connect with customers and leverage first-party data. With Retail Media Networks (RMNs) continuing to grow in popularity, it is more important than ever for brands to be able to assess their investment opportunities accurately. Thus, to anticipate this need, IAB Europe created the Retailer Capability Map.
What is the Pan-European Retailer Digital Advertising Capability Map?
With detailed information about the in-store, off-site, and on-site opportunities provided by European retailers, this map is an invaluable tool for media buyers. Crucial details about the various targeting and measurement options are also provided. The aim is to furnish media purchasers with the necessary data to conduct comparative analyses of retailer offerings throughout Europe.
With tens of local and regional retailers collaborating with various ad tech solution providers, Europe is by far the most fragmented region globally. Using a common set of criteria to assess on-site, off-site, and in-store offerings, measurement capabilities, and partnerships across various verticals, the map is a vital tool that aids all entities involved in retail media in navigating this complex ecosystem.
Retail Media Resources from IAB Europe
The Map represents a critical turning point in IAB Europe’s plan to standardize and educate more about Europe’s retail media environment. A Retail Media Advertising Product Matrix, A 101 Guide to Retail Media, Retail Media Definitions, and A Retail Media Glossary are additional tools to promote knowledge of and investment in retail media.
Here’s what they said
Maurits Priem, VP of Monetization Europe & Indonesia, Ahold Delhaize said,
At Ahold Delhaize we are surfing The Third Wave together with our advertisers, aiming to raise the bar in advertising. As a front runner in omnichannel retail media we support the role of IAB Europe when it comes to professionalising our industry step by step. We welcome this first version of the Retailer Capability Map as a valuable next step and relevant tool for media buyers.
Laura Badea, Global Digital Commerce Partner, Wavemaker stated,
The Pan-European Retailer Capability Map is a foundational piece of work, developed by IAB Europe as part of their commitment to drive a unified vision and standards to underpin the fast growth of retail media space. It comes at a critical moment in the shaping of retail media as a key element in the strategic channel mix in Europe.
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