Barriers to retail media investment for advertisers in Europe 2024

During a 2024 survey carried out in Europe, 58 percent of responding advertiserssaid that they saw fragmentation as the key barrier to investing in retail media. The same share named lack of standardisation in this context. The European digital retail media market was estimated at 14.3 billion euros in 2024.

在2024年于欧洲进行的一项调查中，58%的受访广告商表示，他们视碎片化现象为投资零售媒体的主要障碍。同样比例的受访者认为，在此背景下标准的缺失也是一个关键问题。据估算，2024年欧洲数字零售媒体市场规模达到143亿欧元。