Commerce (including Retail) Media Measurement Standards V2 - Open for Public Comment

Standardisation is crucial to unlocking efficiency, consistency, and trust in Retail and Commerce Media. Developed by our Retail & Commerce Media Committee with key input from our Retailer Council and first released in April 2024, our Retail Media Measurement Standards provide an essential framework to help buyers and sellers navigate and measure Retail Media activity.

Now, updated in September 2025, our Commerce Media Measurement Standards (including Retail) V2 integrate industry feedback, introduce a refined measurement funnel, provide specific definitions for gross and net sales, and add key metrics for the quick commerce sector.

We’re inviting feedback from brands, agencies, retailers, ad tech, measurement partners, and publishers to ensure these standards reflect real-world needs before finalisation.

Key features of the updated Standards include:

• Expanded scope: Moving beyond Retail Media to include quick commerce, with future editions planned for travel and finance.

• Clear definitions: Detailed explanations for media metrics, attribution, insights, and adjustments specific to commerce. Plus additions for net and gross sales. 

• Simlpified measurement reporting: Enabling brands and agencies to compare performance across retailers.

The Standards focus on online (on and off-site) measurement and complement our separate guidance on In-Store Retail Media, acknowledging its growing importance in omnichannel campaigns.

Open for Feedback

Our latest Commerce Media Measurement Standards are now open for public comment. Your input is essential in shaping standards that work for everyone across the digital advertising ecosystem.

• View the Updated Commerce (including Retail) Media Measurement Standards V2 Draft here
• Share your feedback with us directly by emailing retailmediastandards [at] iabeurope.eu
• Read our press release here.

The deadline to provide your input is Friday, 14th November 2025.