Retail Media: ‘conversation starter’ was presented at the IAB MENA Growth Summit on 10 April 2025 by Dr Daniel Knapp, Chief Economist, IAB Europe. This presentation aims to provide a context to the developing Retail Media opportunity globally and in MENA, highlighting amongst other things:

• Increasing marketer emphasis on outcomes is helping to accelerate growth of Retail Media;
• Inconsistent accounting practices leading to difficult sizing the retail media market;
• The shift to offline and growth of creator partnerships;
• Untapped instore opportunity.

This forms is part of the suite of Retail Media resources available to members.

For comments or questions email [email protected].