An inside look at IAB Europe’s inaugural Retail Media Summit
Retail Media is growing fast, but it can’t keep growing on hype alone. As investment surges and new players enter the space, the need for shared standards, consistent measurement, and true cross-industry collaboration has never been greater.
That’s why IAB Europe is launching a new kind of event to meet the moment. One designed not as a traditional conference, but as a working Summit, built entirely around the people shaping the future of the space.
The Retail Media Impact Summit, taking place on 24th September in Amsterdam, is not your typical conference. With no panels or product pitches, the event will centre on collaborative roundtables, focused workshops, and a clear set of industry goals. It reflects IAB Europe’s unique role in driving standards, fostering cross-market collaboration, and delivering outcomes that move the industry forward.
Hosted in partnership with VIA, the Summit will bring 150 senior leaders from across the ecosystem together to roll up their sleeves and work on the industry’s next chapter, together.
It’s not about big reveals. It’s about big conversations and building what’s next.
The story behind the summit
The choice of Amsterdam as host city is no coincidence. The Netherlands is known for its culture of cooperation and innovation – two values deeply embedded in the DNA of modern Retail Media. And the venue, the historic Tobacco Theatre, is equally intentional: intimate enough for meaningful exchange, dynamic enough to host breakout debates and big-picture presentations.
A real agenda for real change
Rather than a parade of product pitches, the Retail Media Impact Summit promises a working agenda. It’s been designed around six key themes that reflect the most urgent (and often unresolved) challenges facing the industry today. The day is structured with impactful morning keynotes followed by a series of carefully curated breakout sessions to foster meaningful dialogue and practical progress.
From incrementality measurement and digital in-store buying to the future of CTV’s relationship with Retail Media, every session is anchored in open discussion, collaborative problem-solving, and the shared goal of creating usable outputs, like industry whitepapers and guideline drafts.
And yes, there will be plenty of macro context too. Dr. Daniel Knapp, Chief Economist at IAB Europe, will open the day with a clear-eyed view of the economic and media forces shaping Retail Media’s path. Then, Drew Cashmore, a key architect of Walmart Connect and now Chief Strategist at Vantage, will lay out a compelling case for why retail has the opportunity, and responsibility, to lead in this new media landscape.
But that’s just the start. Expect announcements of additional speakers from major European retailers, brands, and global media buyers in the coming weeks.
Who’s in the room
With just 150 senior leaders attending, the Retail Media Impact Summit offers a rare opportunity for meaningful exchange between Europe’s top retailers, brands, agencies, and tech providers.
To ensure strong brand-side representation, IAB Europe is partnering with the World Federation of Advertisers (WFA) to bring key media and marketing decision-makers into the room. This collaboration ensures the Summit isn’t just a sell-side discussion, but a cross-industry forum focused on shared challenges and actionable outcomes.
Expect to connect with:
- Retail Media leads from top European networks
- Global and regional brand marketers
- Media agency strategists and commerce consultants
- Ad tech experts and data specialists
- Members of IAB Europe’s Retail & Commerce Media Committee
See you in Amsterdam
If you want a seat at the table shaping it, this is an event you can’t afford to miss. The insights will be rich, the connections genuine, and the outcomes designed to live beyond a single day.
Registration is now open. Join IAB Europe on 24th September at the Retail Media Impact Summit, and be part of the change the industry needs. Secure your place today.
