IAB Europe Guide to Native Ad Formats for Retail Media Networks

As Retail Media continues to expand, traditional IAB standard ad formats struggle to integrate seamlessly with retailer websites. This challenge has led to the rise of custom ad formats developed by retailers and ad tech companies. While these bespoke solutions enhance consumer engagement, they introduce complexity in ad buying, management, and reporting, creating inefficiencies for advertisers and limiting revenue potential for retailers.

IAB Europe’s Retail Media Committee has explored the standardisation of ad formats tailored to Retail Media. While a definitive consensus has yet to be reached, Native Ad Units have emerged as a promising solution. 

To help, our Retail Media Committee has produced a Guide to Native Ad Formats for Retail Media Networks. This comprehensive guide delves into the benefits and implementation of native ad formats, equipping industry stakeholders with the knowledge needed to streamline operations and maximise campaign impact.

By adopting a standardised approach, such as the Native Ad API, retailers and advertisers can: 

• Enhance Integration – Ensure seamless compatibility with retail sites.
• Simplify Management – Reduce complexity in campaign execution
• Improve Reporting – Enable clearer insights and performance tracking.

Download the guide below!