Across Europe, commerce and retail media are evolving unevenly, with varying levels of market maturity, measurement sophistication, and channel adoption. At the same time, global forces such as retail media expansion, performance-oriented video, and AI-driven discovery, are reshaping how brands approach growth across markets.
This edition of Through the Lens – What’s Next in European Commerce will explore what’s changing now, what may be overstated, and what brands and agencies across Europe should be preparing for as they plan for 2026. The session is designed to be strategic and reflective rather than prescriptive, and will include audience interaction and live Q&A.
How retail media is evolving across European markets — and what becoming a foundational channel looks like in a fragmented EMEA landscape
What performance TV and upper-funnel commerce mean in practice for multi-market European teams
How brands in Europe are approaching full-funnel measurement, incrementality, and cross-retailer KPI normalization
Where European leaders see the biggest growth opportunities and structural risks over the next 12–24 months
Key insights and practical perspectives from live audience Q&A across EMEA markets
