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

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IAB Europe and IAB have published the first set of Industry Definitions and Measurement Standards for In-Store Retail Media for public comment, offering much-needed clarity in this rapidly expanding channel. 

The recommended standards are now open for industry feedback until 1st November, and we invite you to send all comments to retailmediastandards@iabeurope.eu.

The final standards will be released in November.

Developed through a joint initiative by IAB Europe and IAB, the standards provide unified definitions, measurement guidelines, and best practices for ad formats and store zones, helping you tap into the growing potential of in-store advertising. By creating a shared language for in-store digital media, they aim to help capture ad budgets traditionally allocated to linear TV and out-of-home (OOH).

What’s Included?

• Definitions: Clear terminology for in-store digital Retail Media components.
• Formats: Recommended formats for in-store advertising placements.
• Store Zones: Standardised classification of key areas within stores where media can be deployed (e.g., entry, checkout, aisle).
• Measurement: Guidelines for tracking, reporting, and analysing campaign performance across various in-store formats.

This initiative brings together insights from 14 major Retail Media Networks (RMNs) such as Ahold Delhaize, Douglas Marketing Solutions, Kingfisher, MediaMarkt, and Schwarz Media, among others. The standards were shaped through workshops and extensive consultation with buy- and sell-side stakeholders, ensuring a comprehensive, industry-backed approach.

The standards document can be viewed below and the FAQ document can be found here for your reference.