As consumers continue to adopt and increase their use of online channels to shop for goods and services, the relative importance of eCommerce and retail media in the broader marketing mix has become prominent in recent years and is only going to grow. In fact, IAB Europe estimates that it could reach €24.8bn by 2026. 

To help buyers navigate and tap into this evolving opportunity, IAB Europe’s Brand Advertising Committee has developed The IAB Europe Guide to eCommerce. The guide supports buyers that are starting to explore opportunities in eCommerce. It provides insights into how eCommerce works, the available ad formats, and considerations and best practices for the digital advertising ecosystem.

It has been a collaborative effort to produce this first European-level Guide to eCommerce, with contributors including Criteo, PubMatic, Perpetua, Skai, Xandr and Yahoo. 

A big thank you to the following contributors:

• Gilles Giudicelli, Head of research, Insights and Marketing Analytics, Criteo
• Maria Shcheglakova, Marketing Director, EMEA, PubMatic
• Mark James, Head of Europe, Perpetua
• Thomas Jones, Senior Manager, Solutions Engineering, Xandr
• Anita Caras, Research director, Yahoo
• Tom Elis, Director of Ad Creative, Yahoo

Download now!