IAB Europe has published two practical updates aimed at reducing fragmentation across retail media: the Commerce Media Measurement Standards V2 and the Flexi Ad Sizes Guidelines. Both move the market toward consistent measurement and simpler creative delivery.
Commerce Media Measurement Standards V2: What changed
Version 2 refines the measurement funnel and provides standardized definitions for key metrics, including gross versus net sales and incrementality. It introduces quick commerce metrics and sets a default 30 day lookback window for attribution and reporting. The update also establishes a certification path and a transition timetable for platforms and vendors to adopt the new rules.
Flexi Ad Sizes: streamlining creative for publishers and brands
To address the cost and operational burden of bespoke formats, IAB Europe proposes four flexible aspect ratios for static display. The goal is to reduce file variants while preserving brand impact across retailer sites and apps. The guidelines were developed with input from major retail and agency partners, including Tesco Media and WPP Media, and aim to cut production time and improve the shopper experience.
Practical impact for retail media teams
For retailers, brands and ad tech providers the benefits are practical: clearer definitions that improve cross-platform comparability, fewer creative variants that lower operational overhead, and a common measurement baseline that speeds campaign benchmarking. The certification program should make it easier to select vendors that comply with agreed standards.
Next steps for teams
Start by mapping current KPIs to the V2 definitions and review attribution windows in reporting stacks. Audit creative inventories against the four flexi aspect ratios and plan batch updates where needed. Register interest in the certification program to align roadmaps and avoid last-minute changes when the transition period ends.
These updates mark steady progress toward a more scalable retail media market. Familiarize your teams now to gain consistency in reporting and savings in creative operations.
