IAB Europe finds buyer-seller gap widening on retail media measurement

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.

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 · read the original.

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