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Retail media ad spending in Europe is now projected to reach €31 billion by 2028, according to IAB Europe.
With IAB Europe also reporting that 50% of media buyers already are partnering with a retailer or retail media network, projected growth for this segment of the commerce marketing landscape is showing no signs of slowing down.
Retail media remains front and center on advertiser agendas throughout Europe. But while there is significant growth everywhere, there are still varying levels of maturity across the continent due to market size, regional shopping behaviors, and the maturity of local networks. UK, Germany, and France continue to lead the way in terms of overall maturity and breadth of omnichannel offerings versus smaller markets where networks have only launched in the past few years.
As the market continues to grow and mature across Europe, the ability for brands to identify their best investment opportunities becomes even more challenging. Effectively evaluating the many opportunities available is difficult enough for commerce marketers working within a single market — let alone for those whose remit runs across the entire region.
How to Use the Retail Media Report Card
This Retail Media Report Card represents a snapshot of the work we do to evaluate retail media networks. Naturally, we present a more complete assessment in our work with clients and in direct discussions with the retail media networks themselves —who, in many cases, appreciate the competitive comparison and potential guidelines for improved collaboration with brand partners that our evaluation provides. In fact, nearly all these networks have helped Mars United compile this report.
The Report Card presents a clear view into the relative strength and sophistication of each retailer. In this way, brands can easily identify the industry leaders, versus the developing platforms, versus the networks that are trailing the marketplace in the Key Performance Areas.
We use this report as a method of evaluating the relative investments that should be considered across the landscape of networks. We have found it extremely effective at helping Mars United’s clients evaluate retail media network capabilities to guide their investment decisions.
It has also helped our clients conduct more open, informed investment discussions with their retail media network partners by clearly identifying where they fall within the competitive landscape in terms of meeting the commerce marketing needs of brand partners.
We hope you enjoy the Spring 2025 edition of the Retail Media Report Card, in which we cover 19 networks (see above) that span major cross-European platforms and key players in countries.
