* The survey was carried out among more than 180 advertisers, agencies, retailers, media owners, and retail media networks. A separate number for advertisers was not provided.
Citation formats
Retail media share of digital ad budgets in Europe 2025, by ad type
During a 2025 survey carried out in Europe, ** percent of responding advertisers said that more than ** percent of their company's digital advertising investments were allocated to on-site retail media; ***** percent stated that they allocated the same share to in-store retail media.
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IAB Europe. (July 15, 2025). Share of digital advertising investment advertisers allocated to digital retail media in Europe as of June 2025, by ad type [Graph]. In Statista. Retrieved May 08, 2026, from https://www.statista.com/statistics/1484805/retail-media-share-digital-ad-budgets-europe/
IAB Europe. "Share of digital advertising investment advertisers allocated to digital retail media in Europe as of June 2025, by ad type." Chart. July 15, 2025. Statista. Accessed May 08, 2026. https://www.statista.com/statistics/1484805/retail-media-share-digital-ad-budgets-europe/
IAB Europe. (2025). Share of digital advertising investment advertisers allocated to digital retail media in Europe as of June 2025, by ad type. Statista. Statista Inc.. Accessed: May 08, 2026. https://www.statista.com/statistics/1484805/retail-media-share-digital-ad-budgets-europe/
IAB Europe. "Share of Digital Advertising Investment Advertisers Allocated to Digital Retail Media in Europe as of June 2025, by Ad Type." Statista, Statista Inc., 15 Jul 2025, https://www.statista.com/statistics/1484805/retail-media-share-digital-ad-budgets-europe/
IAB Europe, Share of digital advertising investment advertisers allocated to digital retail media in Europe as of June 2025, by ad type Statista, https://www.statista.com/statistics/1484805/retail-media-share-digital-ad-budgets-europe/ (last visited May 08, 2026)
Share of digital advertising investment advertisers allocated to digital retail media in Europe as of June 2025, by ad type [Graph], IAB Europe, July 15, 2025. [Online]. Available: https://www.statista.com/statistics/1484805/retail-media-share-digital-ad-budgets-europe/
