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# Retail media buyers drop ROAS as top ask, IAB Europe finds
- URL: https://www.medianexis.com/retail-media-buyers-drop-roas-as-top-ask-iab-europe-finds/
- Published: 2026-11-08T15:33:09.000Z
- Updated: 2026-11-08T15:33:10.000Z
- Description: PPC Land’s Luis Rijo reports that IAB Europe’s Attitudes to Retail Media Report 2026 finds just 49% of European buyers now ask retail media networks for return on ad spend, down from 89% a year earlier.
- Author: Medianexis Signals Desk
- Tags: Retail-media, Luis Rijo, VideoWeek: European retail media measurement barriers

*Signal from* [*ppc.land*](https://ppc.land/?ref=medianexis.com) *·* [*Luis Rijo*](https://www.medianexis.com/tag/by-luis-rijo/) *·* [*read the original*](https://ppc.land/retail-media-buyers-asking-for-roas-drop-to-49-from-89-iab-europe-finds/?ref=medianexis.com)*.*