A Q&A with IAB Europe’s Retail Media Committee - Overview of the Retail Media Measurement Standards for Europe

As Retail Media continues to proliferate the daily media and advertising news headlines, IAB Europe asked two core members of its Retail Media Committee about the importance of standardisation and how standards for Europe have been developed. The answers to these questions reflect a joint effort and combine the expertise of the contributors.

Contributors:

Maria Kristalinskaya, Head of Retail Media, Kleinanzeigen

Dirk Hahn, Executive Professional Retail Media, Schwarz Media

Marie-Clare Puffett, Industry Development & Insights Director, IAB Europe

Q1. What are the Retail Media Measurement Standards for Europe?

The Retail Media Measurement Standards were developed following consultations with retailers, and media buyers (brands and agencies) and cover the following areas:

• Primary Media Metrics (including viewability, IVT) to ensure digital retail media ads adhere to the same standards as other digital ads
• Attribution Metrics to ensure that brands can compare their advertising investments using a standard lookback window and iROAS definition
• Additional Retail Media Insights to further elevate the unique insights that retail media networks can provide such as ‘New to Brand’

IAB Europe also has measurement standards for digital in-store retail media out for public comment until the 1st of November.

Q2. Why are these Standards for Europe needed?

IAB Europe’s recent Attitudes to Retail Media survey  found that approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers.  Measurement standards are therefore needed to provide:

• Consistency and comparability
• Transparency and trust
• Simplified reporting
• Compliance and accountability
• Shape expectations of buyers and sellers

Q3. How were these Standards developed?

The Retail Media Measurement Standards were initially developed following consultations with retailers, and media buyers (brands and agencies).  The final Standards were produced following a public comment period between February and March 2024, where a wide range of industry stakeholders from across Europe provided feedback and insights to shape the final version.

The standards for media measurement are based on established IAB / MRC standards with additional metrics aligned to retail media networks in Europe. 

Q4. How can the industry adopt and implement these Standards?

It is important that all stakeholders collaborate to drive the adoption of these standards. IAB Europe has just launched a new Retail Media Certification Programme to provide media networks with the opportunity to demonstrate the adoption of the standards. Education and training will also play an important part in the development of standard adoption within organisations. 

We can also expect new standards to come into place with regular reviews and updates and for new growth areas for example in-store digital retail media.