Insights from Interact 2025
Europe’s digital market is in motion — and not just with numbers. At Interact 2025 in Brussels last week, it became clear that European stakeholders are using creativity, AI, and collaborative frameworks not just to adapt to change, but to shape it. For Canadian marketers, policymakers, and media partners, there’s real value in watching how Europe is moving.
Here’s what stood out — and why it matters on this side of the Atlantic.
Small Markets, Strong Growth: Rethinking Local Strategy
Some of the fastest-growing digital economies in Europe aren’t the biggest. Mid-sized and emerging markets like Romania, Portugal, and Slovakia are showing double-digit growth by leaning into local creative, nimble retail media strategies, and outcome-driven performance.
Canadian takeaway: Regional doesn’t mean marginal. There’s real opportunity in localized digital investments — especially in underrepresented areas and French-language markets.
AI Isn’t Just a Tool — It’s an Operating System
What impressed most wasn’t the AI-generated content — it was the integration. European teams are embedding AI across the campaign lifecycle: from ideation and insight generation to testing and optimization.
Canadian takeaway: We talk about AI outputs; Europe is redesigning workflows. The opportunity? Make AI part of the process, not just the product.
Retail Media is Reshaping the Brief
Retail media in Europe is becoming a brand-building platform. Retailers aren’t just selling impressions — they’re co-creating campaigns with insights, data, and cultural cues baked in.
Canadian takeaway: As retail media grows here, the winners will be those who move from “placement partners” to strategic collaborators in campaign planning.
From Metrics to Meaning: Cultural Resonance Counts
Measurement in Europe is evolving — and so is what counts. From cross-media effectiveness to “attention” and cultural impact, brands are being judged not just on reach, but relevance.
Canadian takeaway: This could be a cue to elevate cultural intelligence in campaign KPIs — especially in a country as diverse as ours.
A Win for the TCF — and for Scalable Trust
The recent ruling that IAB Europe is not a data controller for downstream use in the Transparency & Consent Framework (TCF) is a milestone. It preserves the ability for industry to govern flexible, privacy-respecting frameworks at scale.
Canadian takeaway: As we shape our own privacy future, this ruling offers a live model of interoperable compliance infrastructure that doesn’t sacrifice innovation.
Media Measurement as a Public Good?
The European Media Freedom Act (EMFA) raises a provocative idea: that access to robust, independent audience measurement is foundational to a free and competitive media ecosystem.
Canadian takeaway: Could this be the nudge Canada needs to explore participation and contribution towards international standards?
Interact 2025 wasn’t about showcasing success — it was about building alignment. Across formats, frameworks, and frontiers, Europe is investing in infrastructure that connects creativity, accountability, and scale.
If Canada wants to future-proof its digital economy, we should be listening closely — and building boldly.
If you’re looking to stay ahead of global shifts, influence local strategy, and collaborate on building the frameworks of the future, there’s never been a better time to join. Become an IAB Canada member today and be part of the conversation.