IAB Europe's Commerce (Incl. Retail) Media Measurement Standards V2

Originally published in April 2024, our Retail Media Measurement Standards have now been updated following a public comment period from September to November 2025. The revised standards, now titled the IAB Europe Commerce Media Measurement Standards V2, reflect extensive industry feedback and the expanding scope of commerce-driven media.

What’s New in V2?

The updated standards introduce several important enhancements, including:

• Integration of stakeholder feedback from retailers, brands, agencies, and ad tech providers
• A refined and clearer measurement funnel
• Standardised definitions for gross and net sales
• New key metrics tailored to the quick commerce sector
• A formal definition of incrementality, with approved methodologies specified
• Updated guidance on new-to-brand and new-to-category timeframes, now expanded to five generic timeframes
• A new section on measurement and insights delivery tools and platforms

The guidance also reinforces that a 30-day lookback window is the default for reporting, while still requiring retailers and ad tech providers to offer flexible, customisable options. 

Read our press release here, view our FAQs here and download the standards below. 

From Standards to Adoption 

To support real-world adoption, the standards are further underpinned by our Retail Media Certification Programme, which enables retailers and ad tech partners to demonstrate audited compliance with the measurement standards. There is a six‑month grace period during which retailers and ad tech partners may comply with either V1 or V2 of the standards. This transition window runs until the end of July 2026.

To find out more about our standards and how you can get involved in our certification programme, please contact the team at retailmediastandards [at] iabeurope.eu.