UK and German advertisers take stock of retail media – research spotlight

Two national associations have published new research on retail media, following the Dutch retail media mapping led by bvA featured in the July 2026 edition of the By Association newsletter.

ISBA (UK) has released the second phase of its “Digital Retail Media Study". It assesses more than 200 capability data points across five of the UK's largest retail media networks, covering campaign set-up, delivery and reporting. Rather than ranking retailers, it sets an industry baseline. First-party data capabilities are well established and closed-loop measurement is maturing. However, retailers define core metrics differently, including what counts as an attributed sale, and no single network combines all leading practices. The report proposes a shared cross-retailer glossary, common reporting principles, clearer information on buying tiers and an annual maturity benchmark.

In Germany, the Organisation Werbungtreibende im Markenverband (OWM) has published “State of Retail Media 2026", a survey of its members. It finds that 88% consider retail media an important or very important discipline, and German marketers expect investment to rise significantly in the coming years. While retail media is highly valued, OWM finds that a lack of transparency and consistent measurement is holding back further investment. German marketers are calling for common industry standards, more robust measurement methods and greater transparency on pricing and the data retail networks use. OWM began addressing these issues in 2024 with its Retail Media Code of Conduct (available in English), which sets standards for advertisers, agencies and platforms on transparency, data protection, responsible advertising practice and measuring effectiveness.

Together with work by bvA and others, the studies point to associations in different markets converging on the need for common definitions, comparable measurement and greater transparency. There will be a dedicated session on retail media at the National Associations Council (NAC) meeting in Warsaw on 22-23 October, where WFA will give an update on the development of a Retail Media Measurement Charter in collaboration with national associations.

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