Observed Signal · Sep 17, 2026 · Market Signal · Source: IAB Europe · Impact: 3.5/5
IAB Europe Advances In-Store and Travel Media Measurement with New Proposals Open for Public Comment
IAB Europe has opened new proposals for public comment on in-store and travel media measurement, aiming to advance measurement standards in these areas.
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IAB Europe Proposes New In-Store and Travel Media Measurement Standards
IAB Europe, the European digital advertising trade body, has released new proposals for measuring in-store and travel media, currently open for public comment. The initiative aims to standardize measurement across these emerging media channels, aligning them more closely with digital advertising metrics. The proposals are part of IAB Europe's broader effort to provide consistent and comparable measurement frameworks for advertisers and publishers across Europe. The consultation period allows industry stakeholders to provide feedback before the final standards are adopted. The news highlights the growing importance of retail media and location-based advertising, as well as the travel sector, in the overall marketing mix. Stakeholders are invited to review and comment on the proposals to ensure they meet the needs of the industry and support effective campaign measurement.
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.
IAB Europe Issues Commerce Media Standards V2
IAB Europe has published two new resources to advance retail and commerce media across Europe: the Commerce (incl. retail) Media Measurement Standards V2 and Flexi Ad Sizes Guidelines for Retail Media Networks. V2 updates the April 2024 standards after a public comment period (Sep–Nov 2025) and adds clarified measurement funnels, standard definitions for gross/net sales, new quick‑commerce metrics, a formal definition and methodologies for incrementality, expanded new-to-brand/category timeframes, and guidance on measurement and insights delivery tools. The guidance sets a 30‑day default reporting look‑back and includes a certification programme with a six‑month transition window (V1 or V2 compliance permitted until end of July 2026). The Flexi Ad Sizes Guidelines, developed with Tesco Media, recommends four flexible aspect ratios for static retail display ads to simplify creative scale.
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