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As Advertisers Shift Budgets into Retail Media, IAB Releases Measurement Standards

September 13, 2023

The Interactive Advertising Bureau (IAB) has released a preliminary framework to standardize retail media measurement. The framework was developed in collaboration with the Media Rating Council (MRC) as well as 55 companies with a stake in the performance of retail media, including The Mars Agency, Albertsons Media Collective, Google, Unilever U.S., Criteo, Best Buy Ads, Kroger Precision Marketing, Target, Vibenomics and Colgate-Palmolive.

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