IAB Europe and IAB Release First-Ever In-Store Retail Media Definitions and Measurement Standards for Public Comment

BRUSSELS, BELGIUM – September 18, 2024 –IAB Europe and IAB today announced the collaborative release of the industry’s first definitions and measurement standards for in-store Retail Media. The standards, which are open for public comment until November 1, 2024, were developed to address the rapidly expanding opportunities of in-store Retail Media and offer unified definitions, measurement standards and guidelines for advertising formats and store areas. They are designed to unlock the potential of this growing channel and help capture the budgets traditionally allocated to linear and out-of-home (OOH) TV.

The standards are the result of a joint initiative between IAB Europe and IAB which is based on the IAB/MRC Retail Media Measurement Guidelines and IAB Europe’s sales media measurement standard released by IAB in January 2024 and by IAB Europe in April 2024. Developed through a highly collaborative process involving key industry players, the effort included a workshop in person hosted by IAB Europe in July 2024 which brought together 14 Retail Media Networks (RMN) such as Ahold Delhaize, Douglas Marketing Solutions, Kingfisher, MediaMarkt and Schwarz Media, among others. The process also involved virtual workshops and consultations with buy and sell stakeholders, ensuring full representation from those driving the future of Retail Media.

The standards cover a range of essential areas including:

• Definitions: Clear terminology for in-store digital Retail Media components.
• Formats: Recommended formats for in-store ad placements.
• Store area: Standardized classification of key areas in stores where media can be deployed (eg entrance, checkout, aisle).
• Measurement: Guidelines for tracking, reporting and analyzing campaign performance across multiple in-store formats.

Commenting on the release of the standards, Townsend Feehan, CEO, IAB Europe said, “The rapid growth of in-store Digital Retail Media requires a unified approach to measurement and standardization across markets. By introducing these first measurement standards in collaboration with IAB US, we not only want to drive consistency and transparency in this area , but also help retailers, brands and technology providers unlock new revenue streams.These standards are critical in our collective effort to make Retail Media a more accessible and integrated part of the strategies of digital advertising throughout Europe and beyond.

“Retail Media Networks have already had a significant impact on the digital advertising industry in a short period of time,” he said David Cohen, CEO, IAB. “Working in conjunction with IAB Europe, we are fostering a collaborative ecosystem to ensure that in-store Retail Media is well understood and used efficiently and securely, for all stakeholders to thrive in this ever-evolving landscape .”

As the digital Retail Media landscape in stores continues to grow, these standards represent a crucial step towards the technology investment and standardization needed to further drive the adoption and cross-channel integration of Retail Media.

The new standards are now open for industry feedback until November 1, 2024, and we invite you to send all comments to [email protected] o [email protected]. IAB Europe and the IAB are also planning further guidance and education sessions to support implementation.

For more information, including the full set of standards, visit the IAB Europe website here or IAB website here.

About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry and allow inter-ecosystem collaboration between its national federation and corporate members to lead solutions to common challenges and develop frameworks, standards and programs that contribute to sustainable growth and the innovation.

About IAB
U Interactive Advertising Office enabling the media and marketing industry to thrive in the digital economy. Its membership includes more than 700 media companies, brands, agencies and technology companies responsible for selling, delivering and optimizing digital advertising marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies and the wider business community about the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops standards and technical solutions. IAB is committed to professional development and raising the knowledge, skills, competence and diversity of the workforce across the industry. Through the work of its public policy office in Washington, DC, the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policy makers. Founded in 1996, IAB is headquartered in New York City.

For more information please contact:

IAB Europe:
Lauren Wakefield
Marketing & Communications Director, IAB Europe
[email protected] – +44 (0) 7828 514 193

IAB:
Kate Tumino Dougherty / Brittany Tibaldi
551-265-2825 / 347-487-6794
[email protected] / [email protected]