Retail and commerce media are creating an advertising ecosystem that bridges the gap between online and offline worlds. But where there’s growth, competition follows. The latest IAB Europe overview maps out the key players defining the market today.
Retail Media: Europe’s Maturing Ecosystem
Current market reports regularly rank Retail and Commerce Media among the fastest-growing advertising channels. But as with any emerging field, new players are entering the scene almost on a weekly basis. Alongside the often complex world of adtech – consisting of programmatic buying and selling platforms – there’s now an abundance of specialized intermediaries acting as consultants, marketers, and connectors to adtech providers.
Finding a way through the adtech jungle
To bring some clarity to this evolving market, industry associations such as the BVDW (German Digital Economy Association) and IAB Europe (International Advertising Bureau) have dedicated teams focusing on retail and commerce media. One of their key initiatives is to map out the ecosystem and identify all relevant players.
Earlier this year, the BVDW published a detailed Retail Media Landscape for the German market, developed in collaboration with Marketing of Moments. Meanwhile, IAB Europe, which works closely with the BVDW, maintains a Europe-wide overview that highlights the biggest players across both online and in-store environments.
Commerce Media expands the playing field
The latest version of the IAB Landscape includes not only major e-commerce platforms but also brick-and-mortar retailers investing heavily in in-store networks alongside their onsite networks – such as Obi, Mediamarkt-Saturn, and Schwarz Media (with grocers Lidl and Kaufland). British electronics retailer Currys is also featured amongst the most relevant players.
What these companies have in common is that they aren’t just installing screens in their stores; they’re building connected, data-driven advertising ecosystems. Their goal is to give advertisers true closed-loop interaction – where digital, in-store, and online touchpoints work seamlessly together with full attribution.
Beyond traditional retail, a growing number of service platforms are also entering the mix under the banner of commerce media. These include food delivery services like Wolt and Deliveroo, as well as ride-hailing companies such as Uber.
The full landscape is available for free download through IAB Europe.
