Interactive Advertising Bureau

Retail Media Impact Summit

Retail Media Impact Summit 2025
24th September 2025 | Amsterdam

IAB Europe is proud to present the first-ever edition of the Retail Media Impact Summit - a bold new leadership event created to define the future of Retail Media across Europe and beyond.

This one-day summit will unite 150 senior decision-makers, from visionary retailers and innovative advertisers to pioneering tech partners and policy shapers. Through high-impact keynotes, collaborative workshops, and expert-led breakout sessions, we’ll unpack the toughest challenges, spotlight new opportunities, and shape the next chapter of this fast-changing space.

Why attend?
Because this isn’t just another industry event. It’s where leaders unite to impact the future of retail media in Europe - building meaningful content, exchanging powerful insights, and driving change through collaborative roundtables and hands-on workshops.

What to Expect

  • Powerful keynotes and thought-provoking fireside chats, including a macroeconomic outlook from our Chief Economist, Daniel Knapp, and a keynote on the opportunity to lead with Managing Director, Adaptive Retail Group & Chief Strategist, Vantage, Drew Cashmore.

  • Strategic and technical breakout sessions on guidelines, standards, and innovation that span six core themes, including:

    1. Incrementality Measurement 

    2. Retailer First‑Party Data & Clean Rooms 

    3. Evolution of On‑Site Opportunities 

    4. The Duo Effect – Retail Media & CTV  

    5. Evolution of Industry Standards for Commerce Media 

    6. Digital In‑Store Buying and Measurement

  • Exclusive roundtables and collaborative workshops
  • A networking dinner to connect with peers and unwind in style

Who Will Be There?

  • Retailers, Brands, Agencies, Ad Tech, Publishers
  • C-Suite Leaders, Directors, Senior Managers
  • Global & Regional Market Influencers

Curated with the input of a multi-stakeholder committee, including WFA, leading retailers, agencies, and more, the agenda is designed to deliver real value, provoke big ideas, and accelerate collaborative progress.

Registration is now open! 

Get Your Ticket

 

Sponsorship opportunities 

Interested in partnering with us? We have a limited number of partner opportunities remaining for this event. Reach out to puffett (@) iabeurope.eu to discuss how you can get involved!

In Collaboration with VIA

The Retail Media Impact Summit 2025 is proudly organised in collaboration with VIA, the national trade association for the marketing and media industry in the Netherlands and a valued member of IAB Europe. VIA’s local expertise and deep industry connections bring essential insights to the event, helping to shape a truly impactful and regionally grounded experience in Amsterdam.

Agenda

09:00-09:45
REGISTRATION & NETWORKING

Brief networking & coffee

09:45-09:50
WELCOME AND INTRODUCTION

Hosts:                                                                                            Patricia Grundmann & Jason Wescott

 

09:50-10:25
KEYNOTE & AUDIENCE Q&A

Daniel Knapp, Chief Economist, IAB Europe

 

 

10:25-10:45
KEYNOTE & AUDIENCE Q&A 

Drew Cashmore, Retail Media Leader & Strategist

Topic: Europe's Leapfrog Moment in Retail Media: The Opportunity to Lead

10:45-11:00
FIRESIDE CHAT

Daniel Knapp, Chief Economist, IAB Europe

Drew Cashmore, Retail Media Leader & Strategist

 

11:00-11:05
CLOSING OF MORNING PLENARY

Hosts:                                                                                            Patricia Grundmann & Jason Wescott

 

11:05-11:30
COFFEE BREAK

11:30-12:20
BREAK OUT SESSIONS

3 breakout sessions in 3 rooms

12:30 - 13:30
Lunch

 

 

13:30-14:45
BREAK OUT SESSION

3 breakout sessions in 3 rooms

 

14:45-16:00
BREAK OUT SESSION

3 breakout sessions in 3 rooms

 

16:00-16:20
COFFEE BREAK

 

 

16:20-16:40
KEYNOTE & AUDIENCE Q&A  

Lucy Cunningham, Head of Media and Propositions, EMEA & APAC, dunnhumby          Emma Foley, Head of Strategic Planning, Tesco Media and Insights Platform                                    Topic: Go Far, Go Together                                                                                                

16:40-17:00
EVENT WRAP UP AND CLOSE

Hosts:                                                                                            Patricia Grundmann & Jason Wescott

 

19:00-23:00
NETWORKING DINNER

 

 

Speakers

Patricia
Grundmann

VP of Retail Media, MD OBI First Media Group & Vice Chair of IAB Europe’s Retail & Commerce Media Committee
As an experienced leader in the retail media sector, Patricia has helped to build up and manage the OBI First Media Group over the past 6 years. First as Lead, as Head of, then as Director and currently as Vice President Retail Media and Managing Director, the topics of Business Strategy & Development, Product Development, Marketing and Leadership are close to her heart.

Before joining OBI, she was Head of Business Development & Partner Management at OTTO Group / shopping 24. For more than 3.5 years was Team Lead Sales & Marketing for moebel.de Einrichten & Wohnen AG, a subsidiary of ProSiebenSat1. She was able to develop her passion for the topics of communication, innovation and transformation as well as her passion for brands and people as co-founder of a consulting firm for ideation.

Jason
Wescott

Global Head of Commerce Solutions, WPP Media & Chair of the IAB Europe’s Retail & Commerce Media Committee
Jason, a luminary in Global Commerce at GroupM, possesses a dynamic 15-year journey, spanning b2b sales, E-Commerce, and Retail Media.

As the former European E-Commerce lead for Hasbro, he seamlessly transitioned his expertise to pivotal senior Commerce roles at Publicis Groupe and now WPP’s GroupM. Jason's fervour lies in crafting global growth strategies that seamlessly integrate people, data, and AdTech. His client engagements have included Colgate-Palmolive, Amazon, Samsung, P&G, HP, Disney, and Vodafone.

Elected Chair of IAB Europe’s Retail Media Committee in January 2024, Jason champions this multi-stakeholder group’s industry-defining work in standardisation across this nascent category of digital advertising.

Marie-Clare
Puffett 

Industry Development & 
Insights Director, 
IAB Europe
Marie-Clare is the Industry Development & Insights Director for IAB Europe. Marie-Clare has spent 10+ years in the digital advertising and marketing industry leading collaborative projects, research and events. She is tasked with driving IAB Europe's industry engagement and initiatives within Retail Media as well as owning the association’s industry research and insights outputs and roadmap.

Daniel
Knapp

Chief Economist,
IAB Europe
Dr. Daniel Knapp is Chief Economist at IAB Europe. He is an advertising and media analyst with more than 15 years of international experience. He has served in leadership roles spanning market analysis, strategic advisory, and business intelligence. Daniel spent 11 years at IHS Markit, latterly as Executive Director for Technology, Media and Telecoms. He was also an associated expert on media and AI at the European Commission. Daniel received his PhD from the London School of Economics (LSE) on the sociology of algorithms and the datafication of media. In addition to his role at IAB Europe, he is CSO at Twins Digital, a marketing services company, and partner at Ecuiti, a data science firm.

Drew
Cashmore

Managing Director, Adaptive Retail Group & Chief Strategist, Vantage
Drew is a retail media strategist and thought leader with a background in building, commercializing and scaling new business models in the retail sector across the globe.

He was an original architect of and former executive at Walmart Connect in the U.S. and Canada, helping to scale the retail media business to $2BN and beyond. In addition, Drew was a founding member of Walmart eCommerce and the CMO of a SoftBank-backed Live Shopping platform called Firework.

Today, Drew runs a retail media strategy group called Adaptive Retail, as well as leading strategy for a retail media orchestration layer called Vantage Retail Media. He spends his days consulting for some of the world’s largest retailers on their monetization strategies.

Emma 
Foley

Head of Strategic Planning, Tesco Media and Insights Platform
Emma began her media journey at the Guardian before moving to dunnhumby where she has led commercial media and insight teams for 10 years before setting up our Strategic Planning function 3 years ago.


She is an expert in building insight led integrated media plans to help connect customers across multiple channels and now heads up strategic planning. This sees her build and develop teams to help clients and agencies identify and drive opportunities for success with Tesco, using retail media expertise to deliver desired business outcomes.

Lucy 
Cunningham 

Head of Media and Propositions, EMEA & APAC, dunnhumby
In her 14-year career, Lucy has held senior roles across agencies, retailers and technology start-ups - giving her a broad understanding of digital media, data strategy and commercial leadership. She began her career as a digital planner/buyer, before moving into senior positions across a variety of network and independent agencies where she led digital strategy for major clients including eBay and The Telegraph.

Lucy then joined Nectar360, where she rebuilt the digital media proposition for Sainsbury’s, launched the Digital Trading Platform and led partnerships with major platforms including Facebook, Google and Channel 4. Her work spanned product development, data governance, partnerships and media strategy, helping FMCG brands deliver data-led campaigns across the funnel.

She went on to serve as Chief Commercial Officer at a retail tech start-up, shaping early commercial strategy, product-market fit and team development ahead of launch.

Her current role at dunnhumby sees her leading teams delivering retail media projects on behalf of retail clients - building insight-led, multi-channel media plans and strategies that drive commercial performance.

Through her wide-ranging experience, Lucy brings deep expertise in digital media, first-party data and go-to-market strategy across both UK and global markets

Yara
Daher 

Retail Media
 Consultant 

Soon
To be Announced 



Tickets & Information

GET YOUR TICKET NOW! 

Secure your spot at IAB Europe’s Retail Media Impact Summit, taking place on the 24th September. 

Tickets

  • Full Price Ticket for IAB Europe members - 450 (excl. BTW)* Euro 
  • Full Price Ticket for non-members - 500 (excl. BTW)* Euro 

*BTW number (belasting over de toegevoegde waarde) or VAT number is the Dutch equivalent of the Tax Identification Number

Tickets include access to the full-day conference on 24th September, along with an exclusive networking dinner at the end of the event.

Get Your Ticket

Location

The TOBACCO Theatre (Address: Nes 75-87, 1012 KD Amsterdam, Netherlands)

How to Get There

From Amsterdam Airport Schiphol:

By Train + Walk (Approx. 30 minutes total):

  1. Take a direct train from Schiphol Airport to Amsterdam Central Station (trains run frequently, approx. 15–20 min).

  2. From Central Station, it’s about a 15-minute walk to the theater.

    • Exit the station and head south toward Dam Square.

    • From Dam Square, turn left onto Nes Street.

    • The theater will be on your right at Nes 75–87.

By Taxi or Rideshare (Approx. 25 minutes):

  • Taxis and rideshare services (like Uber) are available at the airport and can drop you off directly at the venue.

From Amsterdam Central Station:

By Foot (Approx. 15 minutes):

  1. Exit the station and walk south toward Damrak.

  2. Continue straight to Dam Square.

  3. Turn left onto Nes Street.

  4. Walk to Nes 75–87 — the TOBACCO Theater will be on your right.

By Tram (Approx. 10 minutes):

  1. Take Tram 4, 14, or 24 from Central Station to Rokin (1 stop).

  2. Walk 2 minutes to Nes Street, and continue to number 75–87.

Hotel Suggestions

Headline Sponsors

Supporting Sponsors

Partners

Contact / FAQ

For any questions about the event including tickets, agenda, or sponsorship opportunities, please contact us at: 

  • Marie-Clare Puffett, Industry & Insights Director at puffett (at) iabeurope.eu

  • Helen Mussard, CMO at mussard  (at) iabeurope.eu

  • Lauren Wakefield, Marketing & Communications Director at wakefield  (at) iabeurope.eu

  • Nicole Laleva, Marketing & Events Coordinator at laleva  (at) iabeurope.eu
Sign up for our newsletter
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram