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# IAB Europe finds buyer-seller gap widening on retail media measurement
- URL: https://www.medianexis.com/iab-europe-finds-buyer-seller-gap-widening-on-retail-media-measurement/
- Published: 2026-11-03T15:29:10.000Z
- Updated: 2026-11-03T15:29:11.000Z
- Description: ExchangeWire reports that IAB Europe’s 2026 Attitudes to Retail Media Report finds 61% of European buyers cite measurement and reporting as the top barrier to investment, while 58% want multi-touch attribution but only 31% of sellers offer it.
- Author: The Signals Desk
- Tags: Retail-media, IAB Europe retail media measurement gap report

**Why it matters.** Retailers that close the attribution gap stand to capture a larger share of buyer budgets, per WPP Media’s Jason Wescott.

*Signal from* [*exchangewire.com*](https://exchangewire.com/?ref=medianexis.com) *·* [*read the original*](https://www.exchangewire.com/blog/2026/11/03/iab-europe-reveals-growing-retail-media-measurement-gap/?ref=medianexis.com)*.*