Observed Signal · Sep 17, 2026 · Market Signal · Source: IAB Europe · Impact: 3.5/5
In-Store Retail Media Measurement Proposals Open for Public Comment
As Retail Media continues to grow, consistent and transparent measurement is increasingly important for building confidence across retailers, brands, agencies...
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Retail Media's Measurement Self-Reporting Raises Trust Concerns
This article discusses the credibility challenges facing retail media due to the lack of universal measurement standards. Industry experts argue that networks using their own methodologies create a risk of biased reporting, undermining advertiser trust. The discussion highlights the need for standardization, collaboration among stakeholders, and transparency. Experts suggest that attribution windows and other metrics can be manipulated to inflate ROAS, emphasizing the importance of honest and consistent practices to ensure retail media can sustain growth and attract larger budgets.
Retail Media Success Hinges on Transparency and Collaboration
The article argues that transparency is a key determinant of success in Retail Media in 2025. Global Retail Media spend is forecast at 166 billion USD, and worldwide ad spend in Retail Media grew from 67 billion USD in 2020 to 140 billion USD in 2024, accounting for about one-fifth of digital advertising. Germany contributed about 2.73 billion to the spend last year. RMNs are fragmenting the market as retailers evolve into media companies and e-commerce platforms expand their ad infrastructure. Advertisers leverage first-party retailer data to deliver purchase-contextual ads, avoiding third-party data, but this fragmentation makes consistent measurement and cross-channel reporting difficult. The piece calls for standardized cross-channel metrics, unified reporting of impressions, clicks, conversions, and sales, and emphasizes brand suitability—particularly for off-site placements, which show higher risk and lower engagement than on-site. It also notes rising self-service RMN platforms and the need for industry collaboration to implement common transparency tools.
Moloco Becomes First Ad Tech Company to Achieve IAB Europe Retail Media Certification, Marking Major Expansion of the Programme
Milestone announced at IAB Europe’s annual Retail Media Impact Summit as certification expands beyond retailers to support greater confidence and […]
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