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About
The State of Retail Media Advertising in Europe 2026
Brands Must Embrace and Adapt to the Fragmentation That Defines the Region
Europe’s retail media market is expanding rapidly, but fragmentation limits scale. Brands that balance local relevance, retail media growth, and AI-powered execution will gain an edge.
Key Question: How can brands successfully scale retail media investments across Europe’s fragmented and unevenly developed markets?
Key Stat: The European retail media market will be worth more than €20 billion ($22.56 billion) this year, with a compound annual growth rate (CAGR) of 20.4% between 2024 and 2028, indicating a continued strong growth phase.
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authors
Bill Fisher
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- Oscar Bruce Jr.
- Director, Forecasting
- Eleni Digalaki
- VP, Global Content Operations
- Sarah Marzano
- Principal Analyst, Retail Media
- Emma Noyes
- Senior Graphic Designer, Data Visualization
- Juan Perl
- Amy Rotondo
- Director, US Research
- Heather Sprung
- Director, Report Editing
- Emman Velasco
- Data Visualization Editor
- Jherr Daven Velasco
- Data Visualization Editor
- Yoram Wurmser
- Principal Analyst
- Ali Young
- Senior Copy Editor and Manager of Content Operations
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