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In this fifth edition of the Retail Media Report Card: Europe, we cover 21 networks that span cross-European platforms and significant players in seven key markets: UK, France, Germany, Italy, Spain, Portugal, and Turkey.
Retail media ad spending in Europe is projected to continue growing more than 20% annually to reach €31 billion by 2028 (per IAB Europe). The practice has evolved from an experimental advertising channel less than a decade ago into a core commercial lever embedded into joint business planning, distribution negotiations, and media transformation agendas across the region.
As the investment scales, the primary risk is no longer under-spending but misallocation, caused by a fragmented marketplace, inconsistent measurement frameworks, and unclear internal ownership at brand organisations.
Successfully overcoming the challenges of misallocation require three fundamentals: strategic selectivity, disciplined evaluation, and commercial governance. Not every retailer warrants strategic partnership status, not every capability should be scaled and not every reported result should be accepted without independent verification.
This Retail Media Report Card informs executive decision-making by providing clarity for three critical questions: where can retail media strengthen core retailer relationships, where can it deliver proven incremental return, and where spend requires tighter control. It is designed to help leadership teams move from opportunistic buying to deliberate, confident investment.
To learn how Mars United and Publicis Commerce can help you build and activate an effective retail media strategy, contact [email protected].
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