Observed Signal · Jan 22, 2026 · Technical Release · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
IAB Europe Releases Commerce Media Standards V2
IAB Europe has published two new resources to advance retail and commerce media in Europe: the Commerce (incl. retail) Media Measurement Standards V2 and Flexi Ad Sizes Guidelines for Retail Media Networks. V2 updates the original April 2024 retail media measurement standards after a public comment period (Sept–Nov 2025), adding standardised gross/net sales definitions, a refined measurement funnel, new quick‑commerce metrics, a formal incrementality definition with approved methodologies, expanded new‑to‑brand/category timeframes, and guidance on measurement delivery tools. The standards default to a 30‑day look‑back and include a six‑month transition (V1 or V2) running until end‑July 2026. The Flexi Ad Sizes Guidelines, developed with Tesco Media, recommend four flexible aspect ratios for static display ads to reduce format fragmentation and improve cross‑device creative scalability. IAB Europe plans future expansions (travel and finance networks) in 2026 and underpins adoption via a Retail Media Certification Programme.
Industry body standards and creative guidelines improve measurement consistency and creative scalability for retail/commerce media across Europe, enabling better comparability, certification, and potential growth in retail media networks.
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Key Takeaways & Evidence Grounding
- IAB Europe published Commerce (incl. retail) Media Measurement Standards V2 and Flexi Ad Sizes Guidelines.
- The measurement standards V2 update follows a public comment period from September to November 2025 and builds on the April 2024 original standards.
- V2 adds standardised gross/net sales definitions, a refined measurement funnel, quick commerce metrics, a formal incrementality definition with approved methodologies, and five generic new‑to‑brand/new‑to‑category timeframes.
- IAB Europe sets a 30‑day look‑back window as the default for reporting and offers a six‑month transition period allowing V1 or V2 compliance until the end of July 2026.
- Flexi Ad Sizes Guidelines, developed with Tesco Media, recommend four flexible aspect ratios for static display ads to reduce creative fragmentation across retail media networks.
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