Observed Signal · Aug 18, 2026 · Policy Update · Source: Digiday · Impact: 3/5 · Sentiment: Positive
ANA updates retail media measurement standardization
The Association of National Advertisers (ANA) is issuing a "Retail Media Measurement Standardization" report offering recommendations for brands to demand third-party measurement, transparent methodologies, standardized definitions of outcomes and a 14-day loopback window when evaluating retail media networks (RMNs). The guidance was developed by an ANA subcommittee that convened more than 40 brands' heads of media and was reviewed with several RMNs — including Walmart, Albertsons, Target-linked Roundel, Instacart, CVS Media Edge and BJ’s — though Amazon did not respond. The framework builds on a 2024 baseline metrics report from the MRC and IAB. Measurement vendors IAS and DoubleVerify were cited as likely validators, with DoubleVerify noted as being acquired by Nielsen.
ANA guidance can improve comparability and transparency across retail media networks, affecting advertisers, RMNs and measurement vendors but is not a major platform policy change.
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Key Takeaways & Evidence Grounding
- The ANA plans to issue a "Retail Media Measurement Standardization" report with recommendations including third-party measurement, transparency, standardized 14-day loopback windows, and unified outcome definitions.
- The ANA's retail media measurement subcommittee involved more than 40 brands' heads of media, including Mondelez, PepsiCo, Hershey, Colgate Palmolive, Clorox and Intel.
- ANA sought feedback from several retail media networks for the framework, including Walmart Connect (and Sam’s Club Connect), CVS Media Edge, Instacart, Albertson’s Media Collective, BJ’s Media Edge and Roundel; Amazon did not respond to outreach.
- The ANA's effort builds on a 2024 report issued by the MRC and the IAB that set baseline metrics for retail media.
- IAS and DoubleVerify were mentioned as likely third-party validators; the article notes DoubleVerify is in the process of being bought by Nielsen.
Connected Companies & Entities
15 Entities mapped“Digiday has learned that the ANA is hammering out some guidelines around standardization of retail media measurement, on behalf of its membe...”
“Digiday has learned that the ANA is hammering out some guidelines around standardization of retail media measurement, on behalf of its membe...”
“Digiday has learned that the ANA is hammering out some guidelines around standardization of retail media measurement, on behalf of its membe...”
“Glaringly absent is Amazon, the OG of retail media and ecommerce. Trubowitz said the only reason it’s not there is because the ANA didn’t he...”
“The retail media measurement subcommittee of the ANA’s Media Measurement Leadership Council picked more than 40 brands’ heads of media to he...”
“Once the framework was assembled, ANA ran it by several RMN platforms for feedback, including Walmart Connect (and Sam’s Club Connect), CVS ...”
“Although Trubowitz and Bazley were careful not to endorse any one third-party vendor in the ANA’s recommendations, IAS and DoubleVerify — th...”
“Although Trubowitz and Bazley were careful not to endorse any one third-party vendor in the ANA’s recommendations, IAS and DoubleVerify — th...”
“Although Trubowitz and Bazley were careful not to endorse any one third-party vendor in the ANA’s recommendations, IAS and DoubleVerify — th...”
“This iteration at setting standards for measurement builds on a report issued in 2024 by the MRC and the IAB that set baseline metrics for r...”
“The retail media measurement subcommittee of the ANA’s Media Measurement Leadership Council picked more than 40 brands’ heads of media to he...”
Ontology Mapping & Concepts
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