BRUSSELS , Sept. 18, 2024 /PRNewswire/ -- IAB Europe and IAB have today announced the collaborative release of the first industry definitions and measurement standards for in-store Retail Media. The standards, which are open for public comment until the 1st of November 2024 , have been developed to address the rapidly expanding in-store Retail Media opportunities and offer unified definitions, measurement standards, and guidelines for ad formats and store zones.
They are designed to unlock the potential of this growing channel and help capture budgets traditionally allocated to linear TV and out-of-home (OOH). The standards are the result of a joint initiative between IAB Europe and IAB that builds on the IAB/MRC Retail Media Measurement Guidelines and IAB Europe's Retail Media Measurement Standards released by IAB in January 2024 and by IAB Europe in April 2024 . Developed through a highly collaborative process involving key industry stakeholders, the effort included an in-person workshop hosted by IAB Europe in July 2024 that brought together 14 Retail Media Networks (RMNs) 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-side stakeholders, ensuring comprehensive 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 Re.