Retail media ad spending remains one of the biggest drivers of digital advertising in France, Germany, and the UK. And while fragmentation and a lack of standards pose challenges, there are still healthy growth opportunities across off-site implementations and as the landscape broadens to include commerce media.

Key Question: How should marketers in Western Europe’s three biggest markets allocate their retail media advertising budgets, given the rapidly evolving environment?

Key Stat: The UK is the biggest market in Western Europe for retail media ad spending by some distance. This will remain the case throughout our forecast, with outlays set to approach $10 billion by 2029.

This report can help you: develop media strategy and allocate budget for campaigns (brands and agencies)