One of the biggest problems in retail media is getting some fresh attention. Today, the Interactive Advertising Bureau and Media Rating Council are together unveiling a set of guidelines that tackle the category’s measurement consistency issue. Initially presented at IAB’s Commerce Summit in New York, the 51-page document of strategies will be open to public comment and feedback until Oct. 13.
The new preliminary guidelines propose a universal standardization that includes audience measurement, the way in-store digital ads are measured, ad delivery and transparency. It also offers advice on data collection and processing, in-store audits, and traffic sources.
Measurement has been a constant challenge for advertisers amid explosive growth in retail media, a category boasting hundreds of networks that is expected to reach $45.15 billion in the U.S. this year, a 20% rise over 2022, according to Insider Intelligence.