IAB Europe Releases European Retail Media Measurement Standards for Public Comment

IAB Europe has introduced its European Retail Media Measurement Standards for industry feedback, aiming to create a unified framework for evaluating retail media advertising across Europe. Developed with input from 15 retailers and ongoing discussions within IAB Europe’s Retailer Council and Retail Media Committee, the standards are open for public comment until 29th March. Feedback can be submitted to retailmediastandards@iabeurope.eu, with final standards expected in April.

Why e-commerce brands should care

• Consistency: Standardized metrics enable better cross-market campaign comparisons and optimization.
• Accountability: Aligning with industry best practices builds consumer trust and reduces regulatory risks.
• Collaboration: Brands can help shape future standards by participating in the feedback process.
• Efficiency: Streamlined measurement simplifies performance analysis and decision-making.

Impact on affiliates & influencers

• Affiliates: Gain clearer ROI insights and improved campaign optimization.
• Industry Partners: Standardized metrics foster smoother collaboration between brands, retailers, and affiliates.
• Influencers: May need to adapt reporting methods to align with new measurement standards.

Conclusion

These standards promote transparency and efficiency in retail media advertising, helping stakeholders navigate Europe’s evolving digital ad landscape.