As retail media gains momentum across the Middle East and North Africa, advertisers, agencies, brand marketers from the region are being invited to participate in a new industry study by IAB aimed at mapping the channel’s growth and maturity.
Conducted by IAB Europe in collaboration with IAB MENA, the 2026 Attitudes to Retail Media Survey has been opened to respondents across MENA to establish a clearer picture of how the industry is developing and to benchmark regional developments against European markets.
The survey uses the term ‘commerce media’ to encompass both retail media and retail media networks, and seeks input from both the buy and sell sides of the ecosystem.
The research will explore:
- Retail media investment levels and partnerships;
- The maturity of retail media operations and internal structures;
- Key drivers of investment and barriers to adoption;
- Measurement approaches and performance metrics; and
- Future growth opportunities across the sector.
The findings are expected to provide one of the most comprehensive snapshots of retail media adoption in MENA to date, helping the industry better understand where the market currently stands and where further investment, education and standardisation may be needed.
By broadening participation beyond Europe, the study also aims to establish comparable benchmarks, allowing stakeholders in MENA to gauge the region’s progress relative to more established retail media markets.
The IAB Retail Media survey is open until 17 July, and respondents will be able to receive a copy of the results once the study is completed. Find the survey here
