IAB Europe Advances Retail Media Standards
IAB Europe has introduced new standards aimed at bringing greater transparency, consistency, and interoperability to the retail media sector across Europe. These initiatives focus on refining measurement practices and establishing flexible operational guidelines for retail media networks (RMNs). The objective is to support the evolving retail media ecosystem by addressing emerging challenges and aligning industry stakeholders behind common definitions and metrics.
Key Updates to Measurement Standards
The recently updated Commerce Media Measurement Standards (Version 2) now encompass quick commerce—a rapidly growing subset of retail media that involves ultra-fast delivery services. This expansion reflects the shifting landscape of online retail advertising and the need for precise, uniform measurement frameworks.
Version 2 redefines measurement funnels to better capture the entire consumer journey, clarifies distinctions between gross and net sales metrics, and introduces new quick commerce-specific KPIs. The scope continues to target online retail media, covering both on-site and off-site advertising, providing a digital complement to established in-store measurement protocols.
Introducing Flexible Ad Size Guidelines
Alongside measurement enhancements, IAB Europe presents new Flexible Ad Size Guidelines tailored for Retail Media Networks. These guidelines aim to harmonize ad formats across diverse RMNs, facilitating operational efficiency and smoother integration for brands and agencies. By standardizing ad sizes, networks can reduce technical complexities and streamline campaign execution.
What This Means for the Industry
For retail media operators, brands, and media agencies, these developments signal improved clarity and consistency in how retail media campaigns are planned, measured, and compared. Adopting these standards may lead to enhanced campaign accountability and foster trust among trading partners.
IAB Europe has opened both the new Commerce Media Measurement Standards and Flexible Ad Size Guidelines for public consultation. Industry stakeholders are encouraged to provide feedback by the consultation deadline in late 2024, allowing their perspectives to shape the final versions. Active participation in this process is an opportunity for professionals to influence the standards that will guide retail media’s future.
Overall, these updated standards represent a significant milestone in maturing retail media as a measurable and transparent advertising channel.
