IAB Europe on X: "82% of agencies surveyed in BVDW’s Retail Media Trendmonitor see room to improve incrementality measurement. For a brand deciding where its next advertising euro goes, that means being able to show which sales the campaign added. The German study also identifies data transparency and fragmented technology as areas needing further work. These affect how confidently buyers can compare opportunities and assess results across retailers. As Retail Media takes a larger place in media plans, clearer evidence of its contribution will help teams make the case for investment: https://t.co/rPJ532nN0w"

IAB Europe

@IABEurope

82% of agencies surveyed in BVDW’s Retail Media Trendmonitor see room to improve incrementality measurement. For a brand deciding where its next advertising euro goes, that means being able to show which sales the campaign added. The German study also identifies data transparency and fragmented technology as areas needing further work. These affect how confidently buyers can compare opportunities and assess results across retailers. As Retail Media takes a larger place in media plans, clearer evidence of its contribution will help teams make the case for investment: bit.ly/3VcGnKy

bvdw.org

Retail Media wächst weiter und gewinnt an zusätzlicher Reife

Retail Media hat sich fest im digitalen Werbemarkt etabliert. Die Umsätze wachsen kontinuierlich, über alle Bereiche hinweg.

9:14 AM · Oct 1, 2026·

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