Advancing Retail Media Standards: Highlights from Our Q3 Retailer Council Meeting in Amsterdam

On 23rd September, our members of our Retailer Council  gathered at the Ahold Delhaize headquarters in Amsterdam for our Q3 meeting - a day filled with collaboration, knowledge sharing, and planning. The meeting built on the momentum of our July Retail Media Standards workshop, with a strong focus on measurement, standardisation, and the evolving convergence  of trade and media investment.

Participating retailers included: Ahold Delhaize, SMG, Schwarz Media, Bol.com, REWE, Douglas, OBI, Unlimitail and Justeattakeaway.

Below you will find an overview of the key takeaways from the day.

Setting the Stage

The day began with a warm welcome and introductions. Members shared updates, including the milestone achievement of Albert Heijn becoming the first retailer to be certified under our Retail Media Certification Programme.

Exploring Key Topics

1. Incrementality Measurement Guidelines

Continuing the conversation on incrementality from the previous workshop, participants delved into measurement and its continued role as a cornerstone of effective Retail Media. 

Key discussion areas  included:

• Collaboration  with IAB US  on a one pager which defines incrementality in commerce media. 
• A deep dive into the methods used for incrementality measurement and the strengths and weaknesses of each. This will be published in a longer set of guidelines in the coming months. 
• A call for case studies to illustrate each method. 
• An agreement that while the brand holds primary responsibility, accountability must remain mutual between brands and retailers.
• Recognition that margin/profit should be included as an outcome metric, alongside gross sales.

2. Flexi Ad Formats

Ad formats were another topic explored by the group and they focused on finalising the formats to be issued as part of a set of flexi ad format guidelines for retail media. The objective is to make the buying of retail media ad formats more seamless and standardised whilst allowing for retailers to offer bespoke solutions as well. 

3. Trade and Media Dollars: Convergence and Coexistence

The conversation then turned to the convergence between trade and media budgets, highlighting the need for clearer definitions between the two.  The group started a discussion on what constitutes trade marketing and retail media to provide a clear line between the two. Work from Alliance Digitale and BVDW provided good bases for discussion. This work will continue in the next Retailer Council meeting. 

4. Knowledge Sharing

Knowledge sharing continues to be a priority of the group. In this session, Schwarz Media shared more on their guaranteed CPA model for display ads and the feedback so far from media buyers. The group emphasised the value of having these sessions embedded into every future agenda.

Looking Ahead: 2026 Planning

To close off the day, the group looked to the future with a forward-looking discussion that focused on strategic themes for 2026.

A huge thank you to Ahold Delhaize for hosting us at their Amsterdam headquarters, providing an inspiring setting for collaboration. 

Advertima is warmly thanked for sponsoring the Retailer Leaders' Council dinner in the heart of Amsterdam. Their support helped create an inspiring and memorable evening for retail leaders.

To learn more about our ongoing work and find out how you can get involved in our Retail & Commerce Media Committee, visit our Retail Media Hub here, or contact our Industry Development & Insights Director, Marie-Clare, who will be happy to help - puffett [at] iabeurope.eu.