IAB & IAB Europe | Final In-Store Retail Media Standards

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href="https://www.iab.com/insights/the-consumer-perspective-on-privacy-preference-and-personalization/"><div class="feature-thumbnail"><img src="https://www.iab.com/wp-content/uploads/2025/01/iab-data-privacy-study-validates-the-consumer-value-exchange-and-shows-that-privacy-and-personalization-can-co-exist-2-1024x312.png" alt="Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization" style="object-position: 40.22% 54.32%" /></div><div class="feature-title">Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization</div></a></li><li><a class="iab-meganav-el feature" href="https://www.iab.com/guidelines/generative-ai-playbook-for-advertising/"><div class="feature-thumbnail"><img src="https://www.iab.com/wp-content/uploads/2025/01/generative-ai-playbook-for-advertising-2-1024x312.png" alt="Just Released: Generative AI Playbook for Advertising" style="" /></div><div class="feature-title">Just Released: Generative AI Playbook for Advertising</div></a></li><li><a class="iab-meganav-el feature" href="https://www.iab.com/insights/2025-outlook-ad-spend-opportunities-growth/"><div class="feature-thumbnail"><img src="https://www.iab.com/wp-content/uploads/2025/01/2025-outlook-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth-2-e1736876561777-1024x312.jpg" alt="Download Now: 2025 IAB Outlook Report" style="object-position: 50.00% 50.00%" /></div><div class="feature-title">Download Now: 2025 IAB Outlook Report</div></a></li></ul></div></div></div></li> <li id="menu-item-175124" class="menu-conferences-events custom-link"><a href="/events/" class="iab-meganav-el">Conferences & Events</a><div uk-dropdown="pos: bottom-center" class="iab-bigmenu-dropdown depth-0 uk-navbar-dropdown "><div class="iab-bigmenu-dropdown-wrapper"><ul class="primary uk-nav uk-navbar-dropdown-nav uk-width-large"><li id="menu-item-175138" class="menu-upcoming-events custom-link"><a href="/events/" 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module-topic" href="/topics/retail-media"> Retail Media </a>  </div> <div class="general-content__header container"> <div class="uk-margin-auto general-content__header-inner-wrapper">  <div class="topics uk-text-capitalize"></div>    <h1 class=" module-headline-primary general-content__title ">IAB Europe and IAB Release Final In-Store Retail Media Standards</h1>   <div class="module-sharing-actions"> <div class="article-actions module-sharing-actions__container uk-width-auto "> <a class="module-sharing-actions__action uk-link-reset uk-visible@m" href="#" hidden target="_blank" title=""> <span class="iabicon-download2 module-sharing-actions__icon second"></span> </a> <div class="uk-display-inline"> <a class="module-sharing-actions__action uk-link-reset" href="#"> <span class="iabicon-connect module-sharing-actions__icon last"></span> </a> <div uk-dropdown="boundary: .main; pos: bottom-left; mode: click""> <div class="uk-flex uk-flex-around"> <a 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href="https://twitter.com/intent/tweet?text=IAB+Europe+and+IAB+Release+Final+In-Store+Retail+Media+Standards&url=https%3A%2F%2Fwww.iab.com%2Fblog%2Fiab-europe-final-in-store-retail-media-standards%2F&via=iab" onclick="window.open(this.href,'Share','height=400, width=600,left=10,top=10,,scrollbars=yes,menubar=no'); return false;"> <i class="fa fa-twitter" aria-hidden="true"></i> </a> </div> </div> </div> </div> </div>  <div class="author-container article__meta"> <time class="general-content__date"> Dec. 03, 2024 </time> <div class="general-content__author"> By <span>Yara Daher</span> and <span>Jeffrey Bustos</span> </div> </div> </div> </div> <div class="article__image"> <img src="https://www.iab.com/wp-content/uploads/2024/09/in-store-retail-media-definitions-and-measurement-standards-2-2000x610.png" alt="In-Store Retail Media: Definitions and Measurement Standards 1" > </div> <div class="container module--news"> <div class="article__table-contents-header-container-mobile"> <div class="article__table-contents-header-mobile uk-hidden@m"> <a class="article__table-contents-header-mobile-action uk-link-reset" uk-toggle="target: #article-index-id; animation: uk-animation-slide-top-small" hidden> <div class="article__table-contents-header-content-mobile uk-flex uk-flex-middle"> Table of Contents <span class="article__table-contents-header-icon bold iabicon-arrow-in-circle-down uk-margin-auto-left"></span> </div> </a> </div> </div> <div class="article-container uk-flex uk-overflow-hidden"> <div class="article__content"> <p>Why is in-store Retail Media an under-invested channel, despite its significant traffic potential?</p> <p>IAB Europe and the IAB have taken major steps to address this, collaborating to deliver the final comprehensive <strong><a href="https://www.iab.com/guidelines/in-store-retail-media/">In-Store Retail Media Definitions and Measurement Standards</a></strong>.</p> <p>After two months of open feedback, we thank all of our industry partners for their input and are pleased to release the final and improved version of the standards <strong><a href="https://www.iab.com/guidelines/in-store-retail-media/">here</a></strong>.</p> <p>This initiative wasn’t a solo effort. IAB Europe and IAB, collaborated with numerous Retail Media Networks and retailers to create a robust and industry-wide accepted standard. This collaborative approach ensures broader adoption and promotes greater transparency within the Retail Media ecosystem.</p> <p><strong>The Focus: Defining In-Store Retail Media</strong></p> <p>At the heart of this initiative lies a clear definition of what in-store Retail Media is: advertising inventory that leverages retail data for planning, execution, and measurement within a store’s physical environment.</p> <p>As Yara Daher, Retail Media Consultant at IAB Europe noted in her ‘Coming out of Denial’ <strong><a href="https://iabeurope.eu/retail-media-in-2025-coming-out-of-denial/">blog post</a></strong> last month: “<strong>All In-Store Media is Retail Media:</strong> In-store Retail Media merges experiential marketing with digital strategies”.</p> <p>Whilst the definition encompasses a variety of formats, the focus of these standards is on digital screens, audio, and connected shopping formats. Other formats will be included in future iterations.</p> <p>This document is by no means the final word – it’s a foundation for industry dialogue, and we understand that it doesn’t perfectly apply to every store format or every category. We are committed to working closely with the industry to provide specific examples, detailed explainers, and further definitions to make this work even more tangible and applicable.</p> <p><strong>Key Definitions and Metrics in the Standards</strong></p> <p>The definitions and standards included in the final document introduce essential terminology and metrics, including:</p> <ul> <li><strong>Store Zones:</strong> The store locations are categorised into five zones: exterior, entrance, checkout, aisles, and other. These zones offer targeted advertising placement and analysis.</li> <li><strong>Media Metrics:</strong> Metrics such as ad loop duration, ad segments, ad units, and ad unit length, provide a framework for understanding ad delivery.</li> <li><strong>Impression Metrics:</strong> This section clarifies different types of impressions: ad play, gross impression, the opportunity to see, and likelihood-to-see. This emphasises the importance of viewable impressions for a more accurate measure of ad visibility. The guidelines clearly outline the methods for measuring digital place-based media, adhering to the <strong><a href="https://www.iab.com/guidelines/final-iab-mrc-retail-media-measurement-guidelines-available-for-download/">IAB/MRC Retail Media Measurement Guidelines</a></strong>.</li> <li><strong>Sales Measurement Metrics:</strong> The document outlines recommended reporting durations: 30 days pre-exposure, campaign duration, and 30 days post-exposure). It also defines different sales measurement approaches, such as sales lift, brand sales lift, sales variance, brand variance, and incremental sales/brand lift. The importance of test vs control, multivariate testing, and one-to-one methodologies (though requiring substantial tech investment) are discussed.</li> <li><strong>New to Brand/New to Category:</strong> These metrics help clarify how to classify shoppers based on their purchase history with specific brands or categories, aiding in campaign effectiveness measurement.</li> </ul> <p>With its ability to blend experiential and digital strategies, in-store Retail Media holds great potential for brands and retailers alike. These definitions and standards aim to align the industry and enable all stakeholders to speak a common language to unlock growth opportunities.</p> <p>Commenting on the final release of the standards, Jeffrey Bustos, VP, Measurement Addressability Data at IAB said, <em>“These standards lay the groundwork for transparency and consistency in in-store retail media by focusing on what matters—clear definitions and measurement methodologies. It’s about understanding the true impact of campaigns and driving better outcomes for brands and retailers. This collaborative effort is a big step forward for the industry.”</em></p> <p>We invite you to explore the final standards <strong><a href="https://www.iab.com/guidelines/in-store-retail-media/">here</a></strong>.</p> <div class="clearfix"></div>  <div class="pagination"> </div> </div> <div class="important-links uk-flex uk-flex-column">   <div class="module-subtitle related-content-subtitle">Related Content</div> <ul class="uk-flex uk-flex-wrap"> <li class="primary-link-black-small"> <a class="media__link" href="https://www.iab.com/blog/ctvs-self-service-rise-breaking-barriers/"> <div class="uk-text-truncate">CTV’s Self-Service Rise: Breaking Barriers or Building Silos?</div> </a> </li> <li class="primary-link-black-small"> <a class="media__link" href="https://www.iab.com/news/report-digital-advertising-growth-retail-media-ctv-social"> <div class="uk-text-truncate">IAB Report Highlights Optimism in Digital Advertising with Double-Digit Growth for Retail Media, ...</div> </a> </li> <li class="primary-link-black-small"> <a class="media__link" href="https://www.iab.com/guidelines/in-store-retail-media/"> <div class="uk-text-truncate">In-Store Retail Media: Definitions and Measurement Standards</div> </a> </li> </ul> </div> </div> </div> </article> </div> <div class="module-authors__container uk-background-secondary uk-padding-large uk-padding-remove-bottom uk-padding-remove-top"> <div class="module-authors__container-inner"> <div class="module-authors"> <h4 class="module-subtitle">Authors</h4> <div class="module-authors__container"> <div class="module-authors__author uk-flex"> <div class="module-authors__image uk-flex uk-flex-middle uk-padding-small uk-padding-remove-vertical uk-padding-remove-left"> <div class="uk-border-circle avatar-background" style="background-image: url(https://www.iab.com/wp-content/uploads/2024/12/yara-daher-e1733168324207-288x192-100x100.jpg)" alt="Yara Daher" /></div> </div> <div class="uk-width-expand uk-flex author-info"> <div class="module-authors__info uk-width-expand"> <div class="module-authors__info-position uk-width-expand">Author</div> <h5 class="module-authors__info-name uk-width-expand">Yara Daher</h5> <div class="module-authors__info-title uk-margin-remove uk-width-expand"> Retail Media Advisor </div> <div class="module-authors__info-title uk-margin-remove uk-width-expand"> at IAB Europe </div> </div> <div class="module-authors__action bio uk-flex uk-flex-middle uk-margin-auto-left"> <a class="uk-link-reset uk-flex" href="#" uk-toggle="target: .module-authors__author-description-id-189750; animation: uk-animation-slide-top-small"> <div class="show-bio">Show Bio</div> <div class="hide-bio uk-hidden">Hide Bio</div> <div class="iabicon-arrow-in-circle-down module-authors__action-icon"></div> </a> </div> </div> </div> <hr class="module-authors__separator" /> <div class="module-authors__author uk-flex"> <div class="module-authors__image uk-flex uk-flex-middle uk-padding-small uk-padding-remove-vertical uk-padding-remove-left"> <div class="uk-border-circle avatar-background" style="background-image: url(https://www.iab.com/wp-content/uploads/2023/03/jeffrey-bustos-6-288x192-100x100.jpg)" alt="Jeffrey Bustos" /></div> </div> <div class="uk-width-expand uk-flex author-info"> <div class="module-authors__info uk-width-expand"> <div class="module-authors__info-position uk-width-expand">Author</div> <h5 class="module-authors__info-name uk-width-expand">Jeffrey Bustos</h5> <div class="module-authors__info-title uk-margin-remove uk-width-expand"> Vice President. Measurement, Addressability & Data Center </div> <div class="module-authors__info-title uk-margin-remove uk-width-expand"> at IAB </div> </div> <div class="module-authors__action bio uk-flex uk-flex-middle uk-margin-auto-left"> <a class="uk-link-reset uk-flex" href="#" uk-toggle="target: .module-authors__author-description-id-164031; animation: uk-animation-slide-top-small"> <div class="show-bio">Show Bio</div> <div class="hide-bio uk-hidden">Hide Bio</div> <div class="iabicon-arrow-in-circle-down module-authors__action-icon"></div> </a> </div> </div> </div> <div class="module-authors__author-description uk-width-expand .module-authors__author-description-id-164031" hidden > <p>Jeffrey Bustos is the VP, MAD+Commerce (Measurement Addressability Data) at the IAB where he develops industry standards and guides for measurement and addressability solutions to enable revenue growth, efficiency, and scale with a focus in Retail Media Networks, Video / Advanced Television, and Privacy Enhancing Technology. Key projects include: Categorization & Definitions Buyers Guide for Retail Media, Data Clean Rooms and Privacy Preserving Solutions Research, and Attention & Engagement Metrics Standards. Previously Jeffrey worked at GroupM where he led Data & Audience Strategy for eCommerce clients, consulting them on cookieless solutions, audience strategy & activation, and data taxonomy & identity resolution for CDP and Data Clean Room activations. </p> </div> <hr class="module-authors__separator" /> </div> </div> </div> </div> </div> <div class="module-related uk-background-secondary uk-padding-large"> <h2 class="module-subtitle">Related Content</h2> <div class="article-list"> <div class="uk-grid uk-child-width-expand" uk-grid> <div class="uk-width-1-4@l uk-width-1-2 uk-visible@s"> <div class="uk-card uk-card-default results-card"> <a class="uk-link-reset" href="https://www.iab.com/blog/ctvs-self-service-rise-breaking-barriers/" aria-label="CTV’s Self-Service Rise: Breaking Barriers or Building Silos?" title="CTV’s Self-Service Rise: Breaking Barriers or Building Silos?"> <div class="uk-card-media-top results-card-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2025/02/ctvs-self-service-rise-breaking-barriers-or-building-silos.jpg); 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