IAB Seeks Standards for Retail Media Measurement

Digital ads trade body IAB Europe has published a first set of European recommendation for metrics and measurement standards covering Retail Media digital advertising.

A month ago the the organisation convened a Retail Media Measurement Workshop bringing together fifteen retailers from across the continent, whose feedback was combined with ongoing discussions from IAB Europe's Retailer Council and its Retail Media Committee to create the draft standards. The draft also takes account of developments in the sector in other parts of the world, under the aegis of IAB US in America, BVDW in Germany, and ISBA in the UK.

The document, downloadable here, covers both Primary Media Metrics (including viewability and invalid Traffic [IVT]) to ensure digital retail media ads adhere to the same standards as other digital ads; Attribution Metrics, ensuring brands can compare their advertising investments using a standard lookback window and iROAS definition; and Additional Retail Media Insights for areas unique to retail media networks, such as 'New to Brand'.

An FAQ document is available here. After a consultation period ending on 29th March (comments to retailmediastandards@iabeurope.eu) the final standards will be released in April. IAB Europe will also host a webinar on 19th March to guide attendees through the detail of the draft.

Quoted on www.warc.com Jason Wescott, Chair of IAB Europe Retail Media Committee and Global Head of Commerce Solutions at GroupM set the scene for the initiative: 'Whilst a rapid increase in the number of retailer advertising offers is a wonderful thing for our industry, it has made planning and buying more complicated, with accurate comparisons across providers burdensome, if not impossible. [A common set of standards] will not only ensure retailers can be consistent with existing digital media standards, but also encompass consistent, retail-centric metrics spanning sales attribution and sales/consumer insights'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.