In-Store Retail Media Measurement Proposals Open for Public Comment

As Retail Media continues to grow, consistent and transparent measurement is increasingly important for building confidence across retailers, brands, agencies and technology partners.

Following IAB Europe’s In-Store Measurement Workshop in July 2026, we have published proposed next steps for In-Store Retail Media Measurement, designed to establish a more consistent approach while recognising the different levels of technology and measurement maturity across retailers.

The proposals are now open for public comment, and we are inviting stakeholders from across the industry to review them and share feedback.

What’s in the Proposal?

At the centre of the proposed approach is a five-zone framework, covering Retail Media placements from outside the store through to in-aisle environments.

The document also proposes:

• A simplified model for calculating Opportunity To See, based on six inputs: footfall, store count, campaign duration, number of placements, aisle penetration and share of voice.
• An approach to impression measurement that focuses on footfall and the opportunity for visual contact with an ad, rather than ad play alone.
• Greater transparency around assumptions where impressions are modelled and sensor technology is not available.
• A tiered approach to calculating aisle penetration, allowing for different levels of measurement capability, from full beacon deployment to category-level market research.
• The removal of sales lift and brand sales lift metrics.
• Alignment of the sales reporting window to 28 days.

These recommendations remain proposals rather than a final standard, and industry feedback will help inform the next stage of development.

Call for Feedback

The Proposed Next Steps for In-Store Retail Media Measurement is now open for public comment.

We encourage retailers, brands, agencies, measurement providers, technology partners and other relevant industry stakeholders to review the proposals and share their feedback.

• View the In-Store Retail Media Measurement proposals and submit feedback here.
• Read more about the key takeaways from our July In-Store Measurement Workshop here.

The deadline to provide feedback is 23rd October 2026.

Feedback received during the public comment period will help inform the final framework.