Interactive Advertising Bureau
post thumbnail

IAB Europe’s Retail Media Measurement Standards for Europe

Apr 25,2024
Lauren Wakefield
retail mediaKnowledgeHubRetail Media

Retail Media has experienced exponential growth in recent years. Going from a nascent conversation to a widely invested and much talked about phenomenon with IAB Europe predicting that it will overtake traditional linear TV by 2026, with spend in the category reaching €25bn.

But as more focus and investment is poured into Retail Media a greater need for measurement and transparency is essential to ensuring its continued success.

IAB Europe’s Retail Media Measurement Standards for Europe have been created with this in mind to provide media buyers with a framework for consistent metrics to compare retail media investment. 

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’

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 full standards can be downloaded via the link below and you can access the FAQ document here

A huge thank you to the members of IAB Europe’s Retail Media Committee who contributed to and supported the production of these Standards.

iconDownload - 479.85 KB

Related posts

[Watch on Demand] Virtual CTV Day 2024 Event Highlights & Session Recordings

On 26th September, our annual Virtual CTV Day graced screens across Europe, with over 300 attendees joining us to get […]

Read More
A Guide to Artificial Intelligence (AI) by IAB Poland

Developed by IAB Poland's AI working group, this Guide will take you on a fascinating journey through key aspects of […]

Read More
IAB Europe and IAB In-Store Retail Media Definitions and Measurement Standards for Public Comment

IAB Europe and IAB have published the first set of Industry Definitions and Measurement Standards for In-Store Retail Media for […]

Read More
1 2 3 90
GET IN TOUCH

IAB Europe is the European-level association for the digital marketing and advertising ecosystem

Sign up for our newsletter
chevron-leftchevron-right linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram